- eMarketer Staff

As the economic downturn drags on, more consumers are using coupons to purchase consumer packaged goods. That covers everything from their favorite cereals, canned goods, jarred sauces, frozen dinners and snacks to paper products, household cleaners, laundry soap, shampoo and other personal care items.

In the current recession, coupon usage cuts across socio-economic lines --consumers are seeking any savings they can find.

CPG marketers and retail chains are testing mobile coupon delivery, but substantial technology upgrades will be required at points of sale to effect wide-scale deployment, according to eMarketer.

Per comScore, most consumers still get their coupons from Sunday fliers (47 percent), while in-store penetration ranked second (at 43 percent) and coupons printed on store receipts placed third (41 percent).