The majority of consumers are still living in the ‘age of austerity’, more than 10 years after the recession, a study has found.

The study has found that 96 per cent are looking for ways to reduce their spending on a daily basis. Shopping in the reduced section, using price comparison sites and withdrawing cash so you can track your spending were among the top ways the nation is keeping a close eye on the purse strings. And seven in 10 will search the web for discount codes to make ‘luxuries’ more affordable, including treats like spa days, meals out or trips away from home.

Buying non-branded foods such as ketchup or beans, making a coffee at home instead of buying one and travelling ‘off-peak’ are other ways Brits are reducing their outgoings.

The study by Microsoft Rewards, the rewards program from Bing, found more than a quarter of people think they have more disposable income now than 10 years ago, with 28 per cent putting this down to there being more ways to save money nowadays.

Behavioural psychologist, Emma Kenny said “It appears that in modern consumer society, customers are demanding better deals when making the majority of their purchases. The positive emotional connection and reward that customers receive after discovering a discount reinforces subsequent shopping behaviour and is a powerful motivator in returning custom.”

“Undoubtedly, the average consumer no longer feels constrained by the price tags they are presented with and they are happy to spend time online and in the physical world searching for discounts and vouchers meaning their money goes further. The savvy shopper is fast becoming the largest consumer demographic.”

The study of 2,000 adults also found 38 per cent think they get a better deal online, with the average adult hunting for discount codes online more than once a week. 86 per cent of people are also signed up to an average of five different reward cards or loyalty schemes. And 47 per cent will save up these loyalty points to spend when funds are running dry.

Four-fifths enjoy saving money on everyday items, and two-fifths will even boast to their peers when they’ve bagged a bargain. But 84 per cent of those polled via OnePoll, reckon that no matter what happens in life, they will always look for means to spend less than they need to.

Brian Kealy, international consumer audience Marketing Director for Bing said “Our study shows Brits are being more conscious about how they spend their money and it makes complete sense when even simple, everyday items are becoming more expensive.”

Top 20 ways adults look to save money:

1. Using a voucher or discount code

2. Shopping in the sale

3. Cooking at home rather than going out for dinner

4. Buying from the reduced aisle in a supermarket

5. Saving up loyalty points to spend when money is running low

6. Buying non-brand products such as beans, ketchup, toothpaste etc

7. Use price comparison websites when buying insurance

8. Taking lunch to work instead of eating out

9. Walking or using public transport instead of taxis

10. Making a coffee at home instead of buying one

11. Keeping your pennies in a coin jar

12. Buying second class stamps instead of first class

13. Setting a budget

14. Meal planning to buy exactly what you need

15. Buying in bulk

16. Shopping second-hand

17. Travelling ‘off-peak’

18. Batch cooking

19. Comparing petrol prices at different garages

20. Taking out cash so you know exactly what you’re spending