Internet Coupon Usage Grows 83%: Study

Internet coupon usage is growing, but consumers still prefer clipping coupons from the Sunday newspaper compared to printing them online, a recent survey found.

Some 11% of households obtain coupons via the Internet, a number that has grown 83% since 2005, according to Scarborough Research. But the Sunday newspaper is still tops for coupons where 53% of people get their discounts, up 8% from 2006, the survey found.

Mail is another popular source for coupons used by 35% of people, followed by in-store coupons at 33% and loyalty cards and in-store circulars, which tied at 22%. Less popular coupon spots include weekday newspapers and product packages, both at 17%, respectively and magazines at 15%.

“With prices for consumer goods rising, we can only expect that a ‘good deal’ is of increasing importance to shoppers,” Alisa Joseph, vice president of advertiser marketing services for Scarborough Research, said in a statement. “Coupons are one of several economically-focused promotional tools that stores and product brands can use to get shoppers in the door and spending despite these uncertain economic times.”

Coupon clippers are shopping at a variety of retailers, including mass grocers, such as SuperTarget, traditional supermarkets, including Kroger’s and warehouse clubs, such as Sam’s Club.

Consumers that clip coupons tend to spend more money on groceries each week, $114 compared to the national average of $110. They also are more likely than the average household to buy a variety of grocery products across multiple categories, the survey found.

The top market for coupon-clipping was Milwaukee, Wis., where 40% of households engage in the consumer behavior. Albuquerque, NM, El Paso, TX and Fresno, CA are the markets least likely to have consumers clipping coupons.

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