Two in Three Consumers Use Online Coupons: Survey

More than two-thirds of U.S. consumers say they have downloaded a printable coupon from a Web site, according to a new report from marketing research firm Morpace.

The Morpace Omnibus Report for March 2011 found that online coupon use is slightly higher among females, 72% of whom reported printing out coupons from Web sites, than among males (59%). Consumers with annual household incomes over $50,000 also over-indexed on printing online coupons; 71% of respondents in that category reported doing so, compared to 61% for those from households with incomes under $50,000.

While printable online coupons have been part of retailers’ incentive strategies for a few years, they are still a relatively small part of total coupon distribution in the U.S.: about 1% of the general coupon distribution in the first nine months of 2010, according to a report from Marx, the coupon-tracking division of Kantar Media. Nevertheless other research suggests that online coupons are redeemed at a much higher rate—10% to 15%-- compared to the 1.2% redemption rate for coupons overall.

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