The study found that 40 percent of households in the Milwaukee metro area clip grocery coupons at least once a week, which was tops among the areas surveyed. Rochester, N.Y., was second, with 38 percent of households being weekly coupon users.
The survey by Scarborough Research was done from August 2006 through last September.
Sunday newspapers were the biggest source of coupons, with 53 percent of households listing the paper as the source for their coupons. Thirty-five percent listed mail and 33 percent in-store coupons.
According to the study, coupon use correlates directly with newspaper readership.