Coupon usage up, Sunday newspaper inserts still most popular source

New York City -- When it comes to coupons, consumers still rely on the Sunday newspaper. According to consumer and media measurement firm Scarborough Research, coupon usage for household items is up 24% since 2006, with Sunday newspaper inserts ranking as the leading (49%) source for coupons, followed by in-store coupons (43%), direct mailings (33%), in-store circulars (26%), and preferred customer/loyalty card (24). And some one-fifth (22%) of consumers are utilizing digital media such as email, text messaging or Internet sites to get their household coupons,



“As the American economic recovery continues to find a balance, people are utilizing a myriad of ways to save money. From traditional paper coupon clipping to seeking out deals online, consumers are getting creative with finding the best deals,” said Brian Condon, executive VP commercial development, Scarborough Research.