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The study from Scarborough Research says 40 percent of Milwaukee area households clip coupons at least once a week.
Scarborough marketing vice president Deirdre McFarland said use of coupons has been growing over the past several years. But the study covers August 2006 to September 2007 and doesn't reflect the recent downturn in the economy.
Households of all income levels clip coupons, but the survey shows higher-income households are slightly more likely to do so.
McFarland said she expects more people to get in the habit as more coupons become available on the Internet.
The study shows only 11 percent of households get coupons on the Internet now, compared with 53 percent getting them from their Sunday newspaper.
