Coupon use in general has gone up 36 percent in the past 12 months -- aided in large part by the recession and changing attitudes toward spending -- and Sunday circulars still account for 70 percent of all coupons clipped, according to the study.
During that time, the Internet was the source of only 6 percent of all coupons. They did, however, account for 20 percent of the total value, because online coupons are worth roughly twice the value of print coupons.
'That's because coupons [in newspapers] are mostly for grocery shopping, and that doesn't happen online,' said CEO Gordon Borrell. 'That will change over time as some of the grocery shoppers come online, but right now people are making a lot more of their major purchases online.'"