The number of shoppers who are buying more on promotion has shot up nearly 50% since the start of the economic downturn, reveals new research from the IGD.

Nearly six out of 10 shoppers (58%) report buying more products on promotion, up from 40% in 2008, according to its ShopperVista research.

More than half (53%) said they were using more money-off coupons and vouchers, while 59% plan to use more of them over the next six months.

IGD said younger shoppers (75% of 18 to 24-year-olds compared with 45% of over-65s) and parents (75% versus 51% of shoppers without children) were the biggest users of vouchers.

“In tough times, shoppers say promotions are one of the factors helping them decide where to shop: 71% of them tell us they are an important consideration,” said IGD chief executive Joanne Denney-Finch.

The study also shows shoppers turning to technology to try to save money, with 72% of those owning a smartphone or tablet saying they would like tailored promotions sent to their devices.