$100,000 income households are twice as likely to use coupons as $35,000 households

[jeffrey]

Who uses coupons? Thanks to the penny-pinching rep couponers have earned, you might guess people at the lower end of the socioeconomic spectrum, who need day-to-day savings more than those with higher incomes.

But you’d be wrong.

Over the last few years, research has shown that many coupon users are actually affluent. According to a 2011 study out of the University of Arizona, 61 percent of non-coupon users reported incomes of $35,000 or less, but a surprising 26 percent of coupon users were what the researchers called “coupon divas,” defined as high-earning (24 percent reported at least a $75,000 household income) white women...

http://www.thefiscaltimes.com/Articles/2013/03/19/Why-the-Wealthy-Are-Turning-to-Couponing.aspx#page1

[Baby_nurse]

Great article, but I have to take exception with the title. In many areas, 100K is NOT wealthy. Where we lived in SoCal, 100K was just barely middle class. I'm sure the same can be said for areas of the North East.

One thing I don't think was accounted for in that article, though, was that the non-coupon households may have been more likely to buy store brands, which don't have coupons, or shop at stores where coupons are not readily accepted.