Why consumers use coupons

I came across this article today.....Very interesting....

Shoppers See Value in Coupons
Typical Savings Studies have shown that shoppers who spend 20 minutes per week clipping and organizing their coupons can save up to $1,000 per year. (With an average annual family grocery bill of $5,000 that means 20 minutes could result in a 20 percent savings from coupons).
The typical family saves between $5.20 and $9.60 per week using coupons. Those who spend 10 minutes or less per week clipping and organizing their coupons (46 percent of shoppers) still achieve an average $7.00 weekly savings on their grocery bill.
PMA Coupon Council Co-Chair Matthew Tilley adds, "In this environment, shoppers can be particularly responsive to coupon offers. But so far in 2008, CPG marketers haven't really changed the number of coupons available, therefore consumer redemption is steady with last year. That's a significant change because until last year, we saw 15 years of declining coupon redemption in the U.S."
Other Coupon Usage Statistics
Approximately $2.6 billion is saved annually by shoppers using manufacturer's coupons when shopping for packaged products.
More than $350 billion of packaged goods coupons are offered annually.
Today, the average value is approximately $1.25 per coupon.
Nearly 90 percent of all coupons are issued in the Sunday newspaper Free Standing Inserts (FSI), but coupons are also available directly in many retailers' ads or in the store, and in magazines, in and on the package, on the Internet, and even in your mail box.