March 30, 2011, 3:06 PM

Two-thirds of shoppers use web coupons, study finds

A Morpace survey finds that Google edges out Groupon for online coupon destinations.

Stefany Moore

Associate Director of Research

Lead Photo

67% of shoppers have used coupons they downloaded and printed from the web, says Market research firm Morpace Inc. 

In a survey of 1,000 shoppers in mid-February, Morpace found that women and consumers with annual household incomes of at least $50,000 were most likely to use web coupons. 71% percent of women and 59% of men use coupons from the Internet.  71% percent of consumers who make more than $50,000 a year use them, compared with 61% of shoppers who make less than $50,000, according to survey results. 

Additionally, one-third of shoppers knew they could find coupons on the Internet but had not downloaded any, the study found.  58% percent of those who did not use online coupons said they did not want to take the time to find coupons, while 29% said they typically don’t use coupons and 13% said available coupons had not met their shopping needs.

Morpace research shows that is shoppers’ favorite site to find deals, as 38% of shoppers said they preferred downloading web coupons from that site, while 34% favored Google and 22% chose Groupon.  The survey allowed consumers to choose more than one site.

Morpace says the fact that 34% of shoppers chose Google shows the strength of the company’s brand, as the search engine has no specific area where shoppers can download and print coupons. Google was rated the preferred coupon site among males (41%), younger consumers aged 18 to 34 (43%) and wealthier consumers (38%). 

Late last year, daily deal site Groupon reportedly rejected a $6 billion acquisition offer from Google.  Google’s search engine rival Bing recently added daily deal offerings to its search results.


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