A survey of US consumers has revealed that the majority are more likely to click on a search result link if they know they can access a money-off voucher on the website.

Undertaken by Simmons/Experian Research and Coupons Inc, the study found that 64 per cent of respondents expressed an increased likelihood of accessing a site from search listings in return for cash savings.

This could indicate that retailers would do well to incorporate money-saving initiatives into their search engine marketing initiatives, particularly as the study also revealed that 36 million consumers will access online coupons this year, up from ten million in 2005.

"The economic downturn is generating a shift in coupon use and a long-term change in consumer perception and behaviour," stated Coupons Inc founder Steven Boal.

MyVoucherCodes, a UK-based coupon site, saw traffic surge by 1,200 per cent between June 2007 and June 2008, according to figures from research company Nielsen Online.

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