Shoppers Prefer Printed Coupons

In a world dominated by digital, chalk up a win for analog. According to a recent survey conducted by, of the 85% of Americans who use coupons almost a third of those shoppers (63%) most frequently use paper coupons from FSIs, newspapers and other products.

A distant second coupon usage were online discount codes (17%), followed by presenting a coupon or discount code on a smartphone (15%). “Plenty of Americans are still opening their snail mail and reading the Sunday paper. I expect paper coupons to lose some market share, though, as consumers and brands get even more comfortable using them electronically,” said Matt Schulz, senior analyst for

And before we all think that younger shoppers are digital and older shoppers are analog, think again. The survey found that 18-24s year-olds use paper coupons about twice as much as any other type.

As marketers, how do we continue to capitalize on shopper behavior?

Photo Source: The Krazy Coupon Lady