Michael Brandy, Deseret News
Shopper Lulu Ostler (left) hands a coupon to cashier Jessica Moore at Dick\'s in Bountiful. May 1, 2008.

Couponing is on the rise, but it isn’t the less fortunate that are flocking to it.

Households with $100,000 or more in income are twice as likely to use coupons compared to those who earn less than $35,000, CNBC reported citing Coupons.org data. Those with college degrees are also twice as likely to coupon versus those who did not graduate from high school.

Coupon redemption rose by 63 percent last year, and one in five smartphone users used online mobile coupons, like Groupon and Living Social, in 2011. Online coupon access has increased by 360 percent.

“Shoppers continue to love coupons,” Bob Carter, president of Inmar Promotion Services, told CNBC. “With consumer confidence flat, unemployment rates still a challenge and prices for most consumables on the rise, it’s now cool to be frugal — to shop smartly. And, coupons are the vehicle consumers are using to do just that.”

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