A new report by Morpace shows the use of online coupons will continue to grow in nominal numbers, but who constitutes those numbers is slowly changing. Estimates don’t predict much change in the percentage of internet users adopting online coupons. 2009 saw 44% of internet users using them and 2013 predictions put that number just shy of half. With the growth of internet usage, however, that percentage bump will be almost 20 million people. Of the 2011 47%, 33% of those people have previously purchased a Groupon.
Photo: AllThingsD.com
Groupon is clearly the darling of online coupon vendors, but the fundamentals may be changing. Normally Groupon caters to the small business, which is great for the digital agency. However, larger firms are now beginning to experiment with daily deal vendors including, but not limited to, Groupon. This changing daily deal partner may have the adverse effect of crowding out some smaller businesses.
Photo: EMarketer.com
Not only is the daily deal partner changing, but so too is the demographic of users. Normally the Groupon market is mainly married women, akin to regular coupons, making more than $50,000. The largest single group to visit Groupon in January 2011 was over 55. The digital agency has often neglected this older group because of the lack of digital integration in their lives. That assumption seems to be changing, and it may be changing precisely because of economic savings offered by digital integration.
E Marketer: Groupon and the Deal Revolution
