Visits to Coupon Websites Up 56% from 2007, Classifieds Site Visits Up 113%

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The weekly share of U.S. visits to a custom category of coupon websites increased 56 percent for the week ended June 6, 2008 compared with the equivalent week last year as consumers turned to the web to cope with increases in the cost of living, according to Hitwise (via MarketingCharts).

Coupons.com received the largest market share of visits within the category at 29 percent, with its market share increasing 190 percent from the same week last year; Coupon Mountain and Eversave followed with 14 percent and 6 percent share, respectively, Hitwise said.

Below, additional findings issued by Hitwise.

Search engines accounted for 20 percent of the traffic referred to coupon sites. Among the top 250 search terms driving traffic to the coupon websites, 60 percent of the search queries include a specific retailer brand or branded product (view table).

The remaining queries were split between generic searches for terms such as “grocery coupons” and “promo codes” and navigation by the names of coupon websites.

“Retailers can entice purchases by making discounts available to price-conscious consumers as the cost of living continues to increase,” said Heather Dougherty, research director at Hitwise. “While discretionary income is shrinking for some households, consumers are still shopping online, but making sure that they find the best deals.”

Additional Cost-Cutting Trends in Retail

U.S. visits to comparison shopping websites increased 51 percent for the week ended June 6, 2008 compared with the equivalent period last year.

U.S. visits to discount retailers increased 25 percent in the week ended June 6 compared with last year, while traditional department stores increased 15 percent.

U.S. searches on the term “coupons” sending visits to Shopping & Classifieds websites doubled for the week ended June 6 compared with the previous year.

Shopping & Classifieds Category Visits Up

The market share of U.S. visits to the Shopping & Classifieds category increased 26 percent in May 2008 compared with May 2007. Moreover, consumers are selling and buying goods through classifieds websites.

The Classifieds sub-category experienced the largest year-over-year growth in monthly market share of visits among the all of the Shopping & Classifieds categories.

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