The Coupon Connection: Offline or Online

January 13, 2010 | Comments Off

Every Saturday and Sunday morning, people used to go through the newspapers and flyers clipping coupons. The internet has changed all of that and consumers now have the option to search out online coupons in the form of coupon codes. If they can’t find what they’re looking for in one spot, chances are they’ll find it in the other.

If we examine the volume of social media chatter around coupons, there is definitely a difference in the use of online and offline coupons. Consumers are more likely to talk about online coupons for discount stores, pharmacies and grocery stores. On the other hand, consumers are more likely to talk about offline coupons for department stores. For example, in the chart below, about 16% of online coupon discussions involve discount stores compared to just 5% of offline coupon discussions. And, about 10% of offline coupon discussions involve department stores compared to just 5% of online coupon discussions.

Perhaps this is an indication that stores offering the daily necessities need to maintain and increase their online presence. Department stores, on the other, just might want to work on their options for entering internet era.

[Note: Online coupon discussion means chatter in the social media space about 'online coupons'. Offline coupon discussion means chatter in the social media space about 'newspaper, flyer, and magazine coupons.']


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