• Click Z, Monday, December 14, 2009 11:26 PM

Despite the rapid decline of the newspaper industry, consumers still turn to Sunday circulars as their primary source of coupons, according to a new Borrell study. Coupon use in general has gone up 36% in the past 12 months -- aided in large part by the recession and changing attitudes toward spending . Sunday circulars still account for 70% of all coupons clipped, according to the study.

During that time, the Internet was the source of only 6% of all coupons. It did, however, account for 20% of the total value, because online coupons are worth roughly twice the value of print coupons. However, in 2010, the Internet will account for about 9%of all coupons distributed next year, while newspapers will drop to about 68%.

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