Men Becoming Coupon-Conscious, Study Finds

You don't normally think of men sitting around clipping grocery coupons from the newspaper but a survey finds that men are nevertheless becoming not just savvy shoppers but also astute coupon collectors.

In a survey conducted for Coupons.com, 59 percent of men said they redeem coupons when shopping, up 8% over last year.

Maybe this isn't surprising, given the success of Groupon, LivingSocial and other daily deal sites but men's changing behavior isn't limited to the daily deal sites, according to the Coupons.com study, which also found men's use of all types of coupons on the rise.

"Men are changing their shopping behaviors as a result of many things, including that coupons are for so much more than groceries," said Jeanette Pavini, Coupons.com household savings expert. "They are not going through the newspaper clipping away, but instead finding alternative sources which include online, at sites such as Coupons.com, and mobile phone apps such as Grocery iQ."

Pavini said the steady development of new applications is likely to fuel rising usage of coupons, real and virtual, by male shoppers.

"Men don’t want to pull out a stack of coupons so the fact that they can save coupons right to store loyalty cards through ‘Save-to-card’ is a huge plus,” she said.

Highlights from the study:

Coupons.com offers online coupons from major national marketers, including A&P, CVS, General Mills and Kellogg's.