Shopping website VoucherCodes.co.uk has released its Q3 Voucher Usage Report which has highlighted a shift in the demographic of voucher code users.
The report named July as the busiest month for the voucher industry, with an increased number of retailers issuing vouchers to combat the impact of the wet summer weather. Compared with previous months, the report noted a 30 per cent increase in the number of codes issued by merchants.
The research, which was carried out by One Poll between 1- 2 October with the participation of 2,000 Britons, also revealed insights into the demographic groups fuelling the rapid growth of the performance marketing industry.
67 per cent of UK adults are now going online to find discount vouchers. Two thirds (66 per cent) of consumers earning between £40,000-£50,000 a year say they use voucher codes sites and one in five (18 per cent) claim to use voucher codes at least once a week. In addition, 60 per cent of those earning between £50,000-£60,000 state that they have used voucher codes in order to get a better deals.
Max Jennings, co-founder of VoucherCodes.co.uk commented: “Performance marketing websites are now an established part of the retail cycle, helping merchants cater to an increasingly broad demographic across the UK. The economic downturn has meant it is not just lower earners who are looking to save money on basic purchases such as food and more expensive purchases such as holidays, but higher earners as well.
“The fact that higher earners, the self-employed and older shoppers area all turning to online discounts shows the recession has left no one ‘untouchable’. Everyone is watching their cash in the current financial climate and the majority of consumers are taking full advantage of any opportunity to save money.”