Metrics 2.0: 76% of consumers use coupons

300 Billion

The number of Coupons distributed in 2004.

76% of the overall population use coupons and many do so for both the cost savings benefit and the deal-enjoyment factor, according to data released by the Promotion Marketing Association (PMA) Coupon Council. The council study also claims that consumers save $3 billion annually with coupons.

In 2004, 84% of females and 68% of males used coupons they received from Sunday newspaper inserts and retailers’ fliers, as well as those found in magazines, in and on packages and online.
Over 300 Billion coupons have been distributed in 2004, with average face value of $1.
Internet coupons accounted for less than 1% of all coupons distributed in 2003 and again in 2004.

Read Seth Godin's posting The thing about coupons for some interesting rants about coupons.

Business & Market Intelligence

76% of consumers use coupons