American Online Coupon Users, 2012-2016 [CHART]

In recent years, the US digital coupon market has expanded beyond the borders of a niche consumer base made up of price-conscious shoppers to a more diverse, mainstream audience.

eMarketer forecasts that 55.0% of US internet users 18 and older will redeem digital coupons or codes via any device for online or offline shopping at least once in 2014. The number of digital coupon users is up 8.0% from 2013 and will rise slowly but steadily in the coming years. Read the rest at eMarketer.