Sunday Papers Big for Coupons? Who Would Have Thought It?

This, from yesterday's New York Times: "Readers of Sunday newspapers are more likely than other Americans to use coupons, according to a survey released recently by Scarborough Research, which measures consumer shopping habits." Given that Sunday papers are probably the biggest source of daily coupons, is it any wonder that the readers of those papers are the biggest users of coupons? This to me is the equivalent of saying that people who drive into gas stations are more likely than others to purchase gasoline. The next biggest source of coupons is direct mail and, amazingly enough, people are probably less likely to use something they never asked for than something they paid for.