Press Release Users are Affluent and Diverse in Age

They Are Also More Likely to Favor Price Over Brand Loyalty

New York, NY, March 22, 2012 - Users of are significantly more affluent than non-users, according to new data from GfK MRI's Survey of the American Consumer. is used by all generational groups: among adults who visited in the last 30 days, 38% are Millennials (born between 1977 and 1994), 29% are GenXers (1965 to 1976) and 29% are Baby Boomers (1946 to 1964).  Women are much more apt to be users: 67% of users are female and 33% are male.

GfK MRI research also indicates that wealthy households are quite hip to daily deals.  In fact, users are more than twice as likely as users to live in households with annual incomes in excess of $100,000.  Moreover, users are 73% more likely to live in households whose net worth exceeds $1 million.

"It's not surprsing to see women using because our data show women make the overwhelming majority of household purchases in the United States," said Anne Marie Kelly, EVP, Marketing & Strategic Planning at GfK MRI.  "What may be surprising to some, however, is the fact that wealthier households show a strong proclivity for using, confirming the truism that everyone loves a bargain, including those who do not need one."

GfK MRI data also show that users care more about price than brand loyalty.  More than 78% of users agree with the statement "Price is more important to me than brand names," making them 11% more likely than non-users to feel this way.  Moreover, users are 20% more likely to say they would gladly switch brands to use a coupon.


About GfK MRI

GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers--who they are, what they buy, how they think, and the best ways to reach them.  Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

When conducting its national Survey of the American Consumer, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes.  Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population.  The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular cross-media and consumer-focused information.

GfK MRI is part of The GfK Group, based in Nuremberg, Germany.  GfK is one of the world's largest research companies, with 11,000 GfK experts working to discover new insights about the way people live, think, and shop in over 100 markets, every day.  GfK is constantly innovating to use the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers.  In 2010, GfK's sales amounted to EUR 1.29 billion.  

For further information on GfK MRI, visit our website:  And, follow us on Facebook ( and Twitter (

CONTACTS: Anne Marie Kelly, SVP, Marketing and Strategic Planning, GfK MRI: 212-884-9204,; Steve Ellwanger, Press Counsel Group: 203-856-8303,