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 CNBC reports on the changing face of the American coupon user:

“Households with incomes of $100,000 or more are twice as likely to coupon as those who earn less than $35,000. College-degree holders are also twice as likely to use coupons as those who did not graduate from high school.” (The data comes from a study by

Another interesting number:

“Online and mobile access to coupons is helping to fuel this growth. Since before the recession, online coupon use has increased by 360 percent. One in five smartphone users used mobile coupons in 2011 — more than twice the percentage the year before.”

And here’s something else interesting in the story:

“Although coupon redemption is increasing, distribution by marketers is not. After two years of increased distribution, marketers of consumer packaged goods reduced coupon distribution by 7.5 percent last year, according to a report about the industry by Inmar.”
KC's View:
It probably is smart for coupon distributors to reduce the number of coupons out there, because if usage goes down as the economy improves, redemption rates may not drip down to the sub-one percent levels they were at before the recession.