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More than two-thirds of consumers (67%) say they have downloaded and printed online coupons, with Coupons.com (38%) topping the list of favorite websites, followed by Google (34%) and Groupon (22%), according to a report by Morpace.

Google, however, is the top-rated coupon site among men (41%) and younger consumers age 18-34 (43%).

Below, other finding from Morpace's Omnibus Coupon Report.

Online coupon use varies by gender and age:

  • Women (72%) are more likely than men (59%) to download and print online coupons.
  • Consumers with higher annual incomes ($50,000+) are more likely than those with lower incomes (under $50,000) to download and print online coupons (71% vs. 61%).

Awareness for Online Coupons

Awareness for online couponing is higher than current adoption levels: 94% of consumers say they are aware coupons can be downloaded and printed from the Internet.

Three coupon websites lead the pack in overall awareness*: Coupons.com is most popular in coupon downloads (47%), followed by Groupon.com (33%) and Valpak.com (26%).

Interestingly, coupon awareness is higher among older consumers: 97% of those age 55+ say they are aware of online coupons, but such consumers are less aware of coupon sites than their younger counterparts, Morpace finds.

No Coupons, Please

Roughly one-third of consumers are aware of the availability of online coupons, but prefer not to use them; among such consumers:

  • 35% say coupons online are not appropriate for their needs.
  • 20% say searching and downloading coupons isn't worth the time it requires.
  • 19% don't use any type of coupon, regardless of distribution channel.
  • 7% of consumers cite privacy as the main reason for not downloading coupons online.

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Rising Food Costs Driving Couponing

Americans are getting craftier with saving strategies in response to rising food costs: 99% of US adults are aware of rising food prices and most (95%) plan to use at least one savings strategy at the grocery store as a result, according to a separate survey from Harris Interactive and Coupons.com.

Incorporating coupons is the most popular planned activity to off-set rising food prices (72%), followed by other budget-stretching activities such as comparing unit prices of package sizes (71%), shopping at discount stores (66%), and buying in bulk (57%).

Consumers' planned coupon use varies by gender, income level, and educational background:

  • Women (78%) are more likely than men (66%) to use coupons to off-set rising food prices.
  • Consumers with household incomes of $75,000 to $100,000 are more likely than those making less than $35,000 to plan to use coupons (81% vs. 63%).
  • Adults with college degrees (78%) are more likely than those without high-school degrees (51%) to plan to use coupons.
* Awareness for coupon sites is defined in the study as having downloaded coupons from such sites.

About the data: Findings are from a survey of 1,000 consumers, Feb 10-15, 2011 as part of the Morpace Omnibus. The Harris Interactive survey was conducted for Coupons.com via telephone among 1,010 US adults age 18+, March 4-7, 2011.

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