Research shows online voucher use has doubled

Digital coupons have doubled in popularity in the past year as consumers seek out the best value on the high street, according to research by Valassis.

pizza
Restaurants: Account for 60% of the internet-printed coupon market

The independent research also found that more than 30% of internet-enabled households have printed a voucher from the internet in the past year, compared with only 17% the year before.

The research also found that 28% of consumers are searching out promotional offers more than they were a year ago as consumers still face financial pressure from rising food and living costs. The figure rises to 41% among 16- to 24-year-olds, suggesting that younger consumers are more aware of online promotions.

Restaurant chains are the most popular place to redeem coupons, accounting for almost 60% of internet-printed coupons. Pizza Express has run an ongoing voucher promotion throughout the recession.

Coupon and voucher service provider Valassis says that while digital and mobile are increasingly popular channels to get coupons, mobile is still in its infancy.

Only 3% of mobile-owning households have used their handsets to download a coupon.

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