A poll of more than 1000 adults by voucher services provider, Valassis, found that 90% of consumers now use coupons, saving on average £5.70 a month.

The rising cost of living (24%) and higher food costs (20%) are the main reasons for seeking out promotional offers, according to the survey.

One area that has not grown significantly is the use of electronic coupons. Despite the general trend towards the increasing use of internet and mobile communications, only 8% of shoppers are using internet coupons more than they were last year and only 9% are using mobile coupons more.

Charles D’Oyly, managing director of Valassis, said: “While consumers are still finding the financial climate tough, nearly all of them are doing their best to fight back by making the most of coupons and the savings they can bring.

“Consumers are becoming more and more money off motivated with tracking down coupons becoming increasingly incorporated into everyday shopping behaviour, and many planning their shopping destinations according to where the best discounts are available.

“What surprised us is that the use of coupons and vouchers from mobile phones or the internet does not seem to be growing as rapidly as the media might lead us to believe, and paper still leads the way.”