By Chris Cox, Director of Client Strategy & Insight

Have you ever wondered what a true coupon user looks like? Do you picture grandma sitting at the kitchen table clipping the Sunday paper? Or perhaps you envision a young dad looking to save money on his family’s weekly groceries? Most folks assume that people who use coupons are cost conscious. But assumptions are often very different from reality.

Coupon use has experienced a resurgence in recent years. According to a 2012 NCH Consumer Survey, roughly 50% of all American households used a coupon in the last 30 days. And, since the beginning of the recession, coupon use in general has seen a 27% increase. This heightened adoption of coupon use is not only a direct result of economic sensitivities but is also due to the rise of digital savings. In 2012, 2.9 billion coupons were redeemed, saving consumers a collective $800 million in discounts.

For brands, it’s more than just saving their customers money. Coupons are an important way to interact with consumers and to build loyalty. But as the economic landscape continues to evolve, so too does the avid coupon user. Resonate analyzed the profiles of over 19,000 self-reported heavy coupon users and the results may very well surprise you.

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