Millions learn the art of coupon clicking

While sharing coupons is a breach of the contractual terms between Coupons.com and its users, it's not a crime like counterfeiting, Mr. Boal says.

Internet coupon companies arrange their offers in different ways. Some target younger and more affluent consumers that normally shop online. Many sites list deals in alphabetical order or by coupon expiration date. Keycode.com ranks offers according to the perceived value each one might present to a consumer as well as the potential for profit.

After all, coupon-code sites need commissions to survive. Depending on the manufacturer's profit margin for a particular product, commission rates can be anywhere from 2 percent to 20 percent of the sale price, says Richard Booth, president of Findsavings.com. "Sometimes a merchant also says 'I'll give you X increase if you feature me.' ... But most merchants have a standard commission structure," he says.

Printable coupons bring in a flat fee, ranging anywhere from 5 to 50 cents. Those amounts are worth it to coupon sites like Boodle.com, which specializes in grocery store coupons. "There is about a 15 percent redemption rate on coupons printed online - that's very high compared to [Sunday newspaper coupons], which average about 1 percent." says Terry Shirley, Boodle.com's vice president of sales.

Online coupons can be far more accurate than newspaper coupons, Boal adds, because merchants can change offers in real time. "In the offline world, printing and distribution takes months and months of scheduling," he says. "In the online world, they can change coupons in five minutes."

ComScore Networks ranks the Internet's most popular sites for penny-saving promotions. Here's our two cents on the five most-visited sites from the past year:

1. CoolSavings.com - It's colorful, well organized, and has good sorting functions. And who doesn't love a mascot piggy bank in cool shades? An extensive registration, however, means consumers who don't want to provide their home address may want to look elsewhere.

2. Eversave.com - Presentation is geared for the mature shopper; good category breakdown, but you can expect to do a little sifting through other offers to find the actual coupons.

3. Coupons.com - Browsing is fun here, especially when you stop to watch the video coupons. But those without a newer operating system to support the special Coupon Printer are out of luck.

4. CouponMountain.com - Efficient site for the efficient shopper; all specialized searches have clear links right on the homepage.

5. Valpak.com - Name sound familiar? These guys have been making traditional mailbox deliveries for years. ValPak does include printable coupons, and offers deals for restaurants and entertainment along with consumer goods.

Page: 1 | 2