By 2010, coupons would start to change with Target being the first national chain to introduce coupons for your phone. This is also the year when the hit TV show Extreme Couponing started and became a nationwide success. However, the owners of one coupon site advised people to avoid this type of extreme couponing because it does not actually suit the needs of all people.

By 2013, surveys showed that around 92% of Americans use coupons when they shop. Of these people, 29% used online coupons and 10% used mobile coupons. By the next year, the usage of paper coupons would drop.

The surveys show that more and more people are turning to online and mobile coupons when compared to the traditional paper ones. Additionally, more Millennials were starting to use coupons as part of their everyday shopping. A survey found that around 78% of this demographic used coupons when they planned their shops. This increased to 89% when they had children.

Coupons have been around for more than 100 years and do not look like they are going anywhere. In fact, more and more people are starting to use coupons when they shop. The advent of online and mobile coupons also makes it easier for people to use them.