* Broken down by age, 71% of consumers in the 18-34 year-old age bracket said they are much more likely or somewhat more likely to use coupons in a recession. That compares with 68% in the 35-54 year-old bracket and 63% among those 55 years and above.

* Geographically, 70% of Midwesterners said they are much more likely or somewhat more likely to use coupons in a recession, versus 69% of Westerners, 64% of Northeasterners and 62% of Southerners.

* Income didn’t make a significant difference, with 68% of those earning less than $50,000 a year saying they are much more likely or somewhat more likely to use coupons in a recession, compared with 67% for those earning more than $50,000.

Historically, coupons are a key area in which manufacturers operating in economic hard times have not cut back. In the weakened economy of 2001, current tracking showed a significant increase in the number of coupons consumers redeemed each week.

Among the findings on paperless coupon technology:

* Some 58% of consumers said their coupon use would increase if they could download a coupon from the internet and have it automatically connected to an electronically swiped frequent shopper card.

* Of that 58%, 35% said they are much more likely to use such a card and 23% said are somewhat more likely. (Consumers using these paperless coupons receive the discount at the register without having to clip and carry. AOL, Kroger, General Mills and Procter & Gamble are involved in programs testing these high-tech coupons.)

* No less than 77% of consumers in the 18-34 age group said they are much more likely or somewhat more likely to use coupons if given access to this paperless technology. In the 35-54 age group, 63% said they are much more likely or somewhat more likely. In the 55 and over bracket, 47% said they are much more likely or somewhat more likely.

These advanced coupons have attracted some consumer interest and drawn media attention. Put in perspective, online coupons of all kinds represent less than 1% of the overall coupon market and consumers to date have expressed a strong preference for receiving coupons in the mail. Brands should pay close attention to determine if this technology is right for their consumers. Marketers have the opportunity to discard the old-school thinking about coupons and be smarter this time around. There’s no need to send out more mass coupons, such as dog food coupons to households that don’t have pets. Brands should do their homework and send offers relevant to the needs of individual consumers. And consumers should be given more time to redeem coupons - three months is not enough.