Notably, online coupons have one clear advantage over their physical foils: anonymity. More than one in five -- or about 22% -- of U.S. consumers say they are uncomfortable using coupons in grocery stores.

And coupon usage is no longer limited to retirees and soccer moms. Indeed, half of 18- to-34-year-old males are now comparison-shopping online, while 38% attest to searching for coupons, discounts and sales before executing purchases, according to a study of over 1,000 guys conducted in May by independent market research firm Resolution Research at the behest of men's entertainment network Break Media.

Another effect of the ongoing recession is that consumers are more willing than ever to replace name-brand products with generic store brands, according to a similar study of over 1,500 respondents conducted in May.

A clear majority -- 59% -- expressed a willingness to forgo big-brand food and household products, while about half -- 48% -- said they would do the same for health and personal care goods.

Far fewer -- 23% and 12%, respectively -- were reportedly willing to give up trusted brands of pet and child care products.

Name brands, however, can take action to minimize consumer defections, according to Warren Storey, marketing director at ICOM.

"The good news for national brands is that there is, in fact, an opportunity to win back customers who have switched," said Storey. "The win-back depends on knowing who is switching and why, and responding with targeted incentives based on that strategic information."

And while most consumers -- 70% and 60%, respectively -- expressed an interest in rewards for grocery and gas purchases, their interest in retail- and household good-related rewards was solid at 41% and 40%, respectively. With regard to brand preference, ICOM's survey responses showed a direct correlation between severity and specificity of ailment and openness to switch.

As such, 42% said they were willing to buy generic for general pain relievers; 32% for cold and cough medicines; 31% for allergy remedies; and jut 22% for heartburn medication.

"Perceived risk -- that's what is driving these key consumer decisions," said Storey. "This is the kind of insight that national brands can use to reach customers with promotions that meet their needs and bring them back."

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