67% of U.S. Consumers Have Downloaded Online Coupons

According to a new report by Morpace Omnibus, online coupons have become commonplace in the U.S.  94% of consumers are aware that they can download and print coupons from sites online, and more than two-thirds of consumers (67%) have actually done so.

Out of a list of coupon websites, three led the pack in terms of consumer awareness:

Consumers were also asked which websites they would go to when searching the internet for coupons. Coupons.com remained in the lead, but Google trailed closely behind, an impressive showing considering their lack of a platform for coupon downloads or printing:

  • Coupons.com – 38%
  • Google – 34%
  • Groupon – 22%

Google also weighed in as the top-rated coupon site among men (41%), younger consumers age 18-34 (43%), and wealthier individuals (38%).

The report also reveals some interesting online coupon demographics:

  • Women (72%) are more likely than men (59%) to download and print online coupons
  • 71% of consumers with higher annual incomes ($50,000+) are likely to download and print online coupons, vs. only 61% of those with lower incomes (under $50,000)
  • 97% of those age 55+ say they are aware of online coupons (a higher percentage than the overall population)
  • however, those age 55+ are less aware of actual coupon sites than their younger counterparts
  • Caucasian consumers report significantly higher coupon awareness than other ethnic groups (96%)

View Morpace’s Omnibus Coupon Report here.

Findings are from a survey of 1,000 consumers from Feb 10-15, 2011 as part of the Morpace Omnibus and reported by MarketingProfs.