Share of digital vs. paper coupon usage in the United States 2023

In 2023, the majority of coupon users in the United States were using digital coupons. A total 57 percent of respondents to a survey reported their preference for digital coupons. In comparison, about 43 percent of coupon users reported that they favored using paper coupons.

Digital coupon demographics

Among this share of coupon users, millennials were the generational cohort which loved digital coupons the most. In the U.S., seven in ten millennials used digital coupons more often than physical ones. Millennials were followed by Gen Z, with 62 percent preferring digital rebates. When it came to employment status, full time, part time, and temporary employees all showed a preference for digital coupons. Additionally, a higher share of parents to children under the age of 18 preferred digital coupons as well.

Leading online aggregators

The most popular aggregator for U.S. consumers seeking out digital coupons online was PayPal Honey — formerly known as Honey — a free to use browser extension that automatically finds and applies digital coupons on e-commerce websites during shopping sessions. As for the shoppers using mobile app coupons, the most downloaded free discount and offer app across the U.S. in 2022 was the Fetch app, with over 14 million downloads.