Archive for April 2009

New study shows online coupon usage up 192%

In a recent article I read on Advertising Age, which you can click to here, it was shown that consumers are using coupons at an extraordinary rate. The article stated that, behind jobs, coupons were the second most popular search on the internet. Coupon sites had 28 million unique visitors in February, up 41% from the year before, when they drew 20 million, according to ComScore. In the specific case of coupons.com, they saw a 192% increase in the value of coupons printed from its site in March, compared to the same time last year. The total value of the coupons was a whopping $57 million. While coupons.com deals almost only with household items such as baby products, cold cereals, and other items one might find in a local supermarket, other coupon websites offer discounts on clothing, apparel, and in restaurants as well. There are hundreds if not thousands of other coupon sites on the internet and it would be interesting to see what kind of numbers they are seeing in terms of unique visitors and total dollar value of coupons being printed and redeemed. I am not at all surprised that coupon websites are reporting such great surges in unique site visitors and redeemed coupons. Especially in the current economic climate, consumers are looking to save money whenever and wherever possible and coupon websites are making it very easy by offering savings right at shoppers?

Young people seem to like coupons

In a recent article I read on MediaPost Publications, which you can click to here, I learned that younger consumers used coupons more than older people. This seemed completely counter-intuitive especially considering that the article also stated that 78% of coupons came from newspapers and younger people don’t read newspapers. I’m not sure what the message is here considering that older people and retired people on fixed incomes tend to hunt for discounts the most. This article threw some common thinking to the wind. Coupons have mostly been found in the Sunday newspaper and that is still the case. However, the newspaper coupons have always been mostly for grocery and drug store products, not clothing, consumer electronics etc. As newspaper readership declines and consumers continue to get their news online, coupons are going to have to migrate to the internet in larger numbers if they’re going to reach the same number of eyeballs as they once did in print newspapers. The future of coupons is online, and that’s the conclusion I drew from the article. Check it out for yourself here.