New research reveals that a 'discount culture' born out of the recession is widespread and increasing. 43 million shoppers (88%) admit they are constantly on the lookout for special offers and promotions, an increase of 2 million people since 2009, with 18 million UK shoppers (37%) obsessively looking for discounts.

67% of online shoppers believe that the internet has raised our expectation of finding discounted or free goods. More than half (58%) now question in-store prices as a result of internet shopping which potentially puts pressure on retailers to be more competitive. Women and young people are the most conscious of securing a discount whilst the over 65s are most likely to pay the full price.

The research reveals that discount shopping is now less about cost saving than it is about value. As the recession recedes, people who obsessively look for discounts spend an additional £823 online, over six months, compared to shoppers who rarely or never look for a discount. Yet, over half (53%) of internet users now compare prices and look for deals even on their smaller everyday purchases. As many as 81% of internet users will compare prices online and 44% now consult reviews.