Source: Valassis [download page]
Notes: US adults are more likely to use print coupons than paperless discounts, a finding that is true across generations and extends to affluents, per a Valassis survey. However, the use of paperless discounts is growing fastest, with almost half (45%) of Millennials (born 1982-1998) saying that they increased their use of paperless discounts compared to the previous year.
Millennials are most likely to turn to retailer websites (69%), search engines (67%), coupon websites (66%) and manufacturer/brand websites (66%) to find coupons, per the report.
Overall, 9 in 10 adults report using coupons, and almost 9 in 10 (87%) said that they used the same or more coupons than in the previous year. The influence of coupons goes beyond discounts only, as 86% of respondents say they use them to plan their shopping list, and 77% make their store choices based on where they can use paper coupons.
About the Data: The 2L16 Valassis Coupon Intelligence Report is baed on a survey conducted by Ipsos in Q3 2015 among 1,000 US adults.