Study: Digital coupons are coming of age

04/18/2012 | eMarketer

Coupons are an increasingly digital tool, with 27% of consumers now saying they prefer to receive digital coupons, versus 33% who say they prefer print, according to a Yahoo!/Ipsos survey. Online coupon recipients were about three times more likely than print coupon recipients to conduct online research into a given product, and were almost as likely to actually purchase a product after receiving a given coupon.

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