In a February 2008 ICOM Information & Communications survey, 67% of US consumers said they were more likely to use coupons during an economic recession.
Among 18- to-34-year-olds, 71% were more likely to use coupons in a downturn, while the same could be said of 68% of 35 to 54 year olds and 63% of those ages 55 and over.
Geographically, Midwesterners were most likely to use coupons, with 70% saying they would use them in a recession. This compares with 69% of Westerners, 64% of Northeasterners and 62% of Southerners.
Income did not have a significant impact on participants' responses —
67% of those earning less than and 68% earning more than $50,000 annually were likely to use coupons during hard times.
In addition, 58% of respondents were interested in paperless coupons that could be downloaded online and used with a frequent shopper card.