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Prospective: Consumers Use More Coupons, Prefer to Get Them Online, in Mail

With the economy taking an increasingly big bite out of wallets, consumers are using more coupons than they have in the past.

According to Prospectiv, 81 percent of consumers in a new study claimed they use coupons for grocery items, and 72 percent say they are using more coupons than they were six months ago. Of that 72 percent, three-quarters say it is the economy that has prompted their increased usage, writes Brandweek.

Newspapers and magazines were the primary sources for more than half of respondents (51 percent), but only 14 percent say that is their preferred way to receive coupons.

39 percent want to receive coupons via direct mail, while 26 percent prefer email, 16 percent want to find coupons on websites, and just 14 percent prefer newspapers.

The number of people turning to the web for coupons has soared to 36 million in 2008 - an increase of 10 million people from 2005 - and almost a quarter of the 148 million Americans who use coupons now find them online, according to a Coupons, Inc. study, writes Retailer Daily.