June 2, 2011, 3:15 PM

Half of U.S. online consumers will have used online coupons by 2012, a study says

eMarketer says the number of online coupon users will increase 5.5% this year.

Thad Rueter

Senior Editor

Lead Photo

Nearly half of all U.S. adults who use the Internet will have redeemed an online coupons or discount code by the end of the year, says a new report from eMarketer.

The market research firm says that by Jan. 1, 88.2 million consumers will have used online coupons and codes. That’s 5.5% higher than the 83.6 million consumers who had redeemed the coupons and codes by the end of 2010.

“Consumer brands are accustomed to promoting their products in stores and in newspaper inserts,” says Jeffrey Grau, eMarketer principal analyst. “But as more shoppers make purchase decisions online before taking a shopping trip, brands are following them onto the Internet.”

The research firm says it made its estimates by aggregating and analyzing data from other firms that track online coupon use.

By the end of 2013, eMarketer says, 96.8 million U.S. online adults will have used such discounts, up 15.8% from 2010. But the growth rate in online coupon use them will slow, because by then most consumers who want to use those types of discounts will already be doing so, the report says.

Comments | 2 Responses

  • Many customers might be using these deal of the day sites like Groupon and LivingSocial but unfortunately, it seems like many of these consumers are one and done after they use the deal. They don't stick around for the long term which is the opposite of helpful when it comes to making $$.....

  • It's true the deal-a-day model is going to soon run its course. Retailers, service businesses and restaurants on moderncoupon.com get to post their coupons all year long and DON'T have to share any of their profits.

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