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October 7, 2011

Online Coupon Usage in US : Forrester Report


The usage of online coupons by US consumers is increasing, according to [pdf] a survey
In 2005, 12% of US households used online coupons. By 2011, that number had reached 22%.1 In July 2011, WhaleShark Media asked Forrester to analyze the impact that online coupon and deal sites have on theincremental business portfolios of its merchant partners. To create a full picture of the online coupon market 














Forrester Research Results from “The Impact of Online Coupons and Promotion Codes” indicate 66% of consumers will use online coupons for at least 25% of their purchases in the next 12 months, a 20% increase from 55% who used online coupons for at least 25% of their purchases in the last 12 months.


This includes a 19% jump in consumers who will use online coupons for 25-50% of their purchases in the next 12 months (26% to 31%) and a 21% increase in consumers who will use online coupons for 50% or more of their purchases in the next 12 months (29% to 35%).
Among respondents with children, there is particularly strong 43%growth in plans to use online coupons for 50% or more of purchases in the next 12 months (28% to 40%). This increase drives a 30% overall increase in plans to use online coupons for 25% or more purchases in the next 12 months (56% to 73%).