Coupon enthusiasts are the driving force behind exploding redemption rates, according to new findings from Nielsen’s Homescan. Eighty-one percent of the units purchased using manufacturer coupons came from just 19 percent of U.S. households

Coupons are already well-established as a promotional vehicle in the U.S., with coupon-clipping Americans comprising 86% of households and driving 89% of all-outlet dollar sales, according to Nielsen.
But that doesn’t mean manufacturers and retailers shouldn’t be looking for ways to make it simpler for households to receive and redeem coupons. 
Writing in the December issue of Nielsen’s “Consumer Insight” online newsletter, Todd Hale, Senior Vice President, Consumer & Shopper Insights, Nielsen, outlines what today’s coupon shopper can expect as new technologies revolutionize couponing methods and mediums.