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According to a 2008 DMNews survey sponsored by Pitney Bowes, consumers expect at least a 10% savings from a coupon in order to be highly enticed to redeem it. They are most likely to use coupons for grocery purchases, followed by health and wellness products, entertainment, and electronics. Coupons for furniture are least likely to be used. Consumers also report they prefer to receive coupons in the mail, followed by email, newspaper inserts and websites.

As the following data from Google Insights shows, there has been a marked increase in consumers looking for coupons. While there is a seasonal uptick around the holidays, we are now still at levels 250% higher than normal.

Normalized query volume for the keyword "coupons" on Google in the US from 2006 to 2009: