'Coupon Enthusiasts' Drive Up Redemption Rates

Coupon enthusiasts are the driving force behind exploding redemption rates, according to new findings from Homescan, a service of the Nielsen Company.
 
Eighty-one percent of the units purchased using manufacturer coupons came from just 19 percent of U.S. households during the twenty-six week period ended June 27, 2009.
 
The most avid users, called “coupon enthusiasts,” are households that purchased 104 or more items using manufacturers’ coupons. The 10 percent of shoppers that fall into this category accounted for 62 percent of manufacturers’ coupon units.