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According to a recent study conducted by NPD Online Research, Port Washington, N.Y., nearly one-third of Internet users are pointing and clicking their way to savings via online coupons. The firm says 30% of Web shoppers used online coupons in October, compared with 23% six months ago.
Of the 3,125 survey respondents, 59% said they were aware of online coupons versus 49% in March. The study found that 39% of respondents had obtained coupons, indicating that not all clipped e-coupons are being used.
"Our data shows a definite upward trend in the awareness and usage of online coupons," says Pamela Smith, vice president of NPD Online Research. "This is a positive trend for both online coupons sites and manufacturers issuing their own e-coupons." NPD reports that most online coupon users are between the ages of 25 and 44 with average household incomes of $45,000 to $75,000.