The number of Americans going online for coupons has increased to 36 million in 2008, 10 million more than in 2005 according to a survey by Simmons/Experian Research and Coupons, Inc.

Online coupons increase a brands perceived value among consumers with 58 percent indicating that a brand that offers coupons online is more likely to offer products they are interested in and will enjoy. It found more than half (57%) believed these companies care about keeping them as customers.

More than 70 percent of online coupon users provide their email address, along with their name and are willing to answer survey questions for a $2 coupon. Seventy- three percent of online coupon users are more likely to open an email if a coupon is offered and 64 percent are more likely to click on an ad banner or search listing if they know a coupon is offered.

Demographically, 29 percent of online coupon users are under the age of 35. Close to half are between the ages of 22 and 44. More than half (61%) of online coupons users have incomes over $60,000 and 36 percent have children under 18.

"The economic downturn is generating a shift in coupon use and a long-term change in consumer perception and behavior," said Steven Boal, CEO of Coupons, Inc. "A new generation of shoppers is discovering coupons on the Web and printing coupons is becoming a regular part of a consumer’s shopping routine."