Prospectiv announced the release of its 2006 Back-to-School CPI poll that found 58 percent of parents said they will use online coupons for in-store purchases.

Parents surveyed said that the convenience of shopping from home or the office online ranked the top reason to do their back-to-school shopping online. Marketing initiatives such as better deals (19 percent), the variety of products (13 percent) and free shipping (six percent) are also catalysts in buys via the internet.

"Our survey findings indicate an advantage for consumer brand marketers that use online coupons to drive customers to their retail locations," says Jere Doyle, president and CEO, Prospectiv. "As the results also show, consumers increasingly prefer the internet as a resource for offers and information from their favorite brands. These stats further prove that online marketing offers ideal tactics for promoting consumer brands."