Online coupon websites remain a popular way to save, with an increase in usage among men, according to a new survey conducted by Harris Interactive, on behalf of RetailMeNot.com.
The survey found that in the past two years, consumer awareness of online coupon sites has increased significantly, with only 11 percent of online adults stating that they did not know what a coupon website was, compared to 16 percent in 2009 and 17 percent in 2008.
More than a third (34%) of online adults indicate they will opt to go to a different store and/or wait for a coupon to become available if they cannot find a coupon, compared to 30 percent and 27 percent in 2009 and 2008 respectively.
Coupon usage has begun to close the gap between genders, with more men using coupons than in previous years. Coupon website usage among male online shoppers increased across all age brackets, with the most notable increase from 16 percent last year to 24 percent this year in men ages 55 or older.
Additionally the survey looked at grocery coupons for the first time, find the majority of online shoppers 87 percent of men and 93 percent of women—have used coupons for grocery purchases. Despite a third (33 percent) of these adults reporting that they use coupon websites to find grocery coupons, nearly seven in 10 (69 percent) still use newspapers.
Other popular methods of finding grocery coupons included the postal mail (50 percent), on or inside product packages (43 percent), in-store displays (42 percent), with/on the back of receipts (30 percent), in emails (28 percent), in magazines (25 percent), on manufacturer or retailer websites (24 percent), with a retailer club card (15 percent) and/or on social networks (4 percent).
“With previous downturns in the economy, consumers were forced to take a more active role in monitoring their spending,” said Guy King, co-founder of RetailMeNot.com.
“A result of this increased attention has been that people are now more aware than ever of the opportunities to save money and are less willing to make a purchase without first checking for a lower price.”