Some 58.4 percent of respondents to a survey by email marketing and data analytics solutions firm Prospectiv say they find coupons in newspapers and magazines; 5.7 percent get them online; and 4.4 percent receive them via email, reports ClickZ. However, nearly 22 percent of respondents say they want to receive coupons via email, and nearly 10 percent want to get them online. Moreover, that combined 32 percent who wish to receive coupons on the web and via email becomes 55 percent if the coupons are specifically tailored to their interests.

"You have to target properly, and you have to give consumers valuable offers so it's worth their while to open and click on the email," said Jere Doyle, president and CEO of Prospectiv.

Online coupons also translate to offline purchases: 66 percent like to print a certificate and bring it to the store; 24 percent like the option, and use the coupon for either online or in-store purchases, depending on what's appropriate. But 10 percent say they're more likely to redeem coupons for online purchases.