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BizReport : Search Marketing : August 20, 2009

Hitwise: Consumers using more specific search terms for online vouchers

The popularity of vouchers among Internet users continues to rise. According to new data from Hitwise, UK Internet searches by bargain hunters have risen significantly and search terms are getting more specific.

by Helen Leggatt

hitwise.jpgThe recession sparked interest in online coupons last year, particularly in the run-up to Christmas, and made coupon-clipping cool. And the craze continues, according to Robin Goad over at Hitwise.

While the number of searches for generic terms such as "voucher" or "discount vouchers" has remained flat or even decreased over the last year, there has been a marked increase in the number of more specific searches containing the terms. According to new data from Hitwise, in July 2008 8,300 different search terms containing the word "voucher" or "vouchers" were used. This figure stood at 34,200 in July this year.

British consumers are searching more, too. "UK Internet searches for discount vouchers have increased by 47.5% over the last 12 months," said Goad. "The increase in searches for a portfolio of 4,500+ voucher-related search terms between the weeks ending 02/08/2008 and 01/08/2009 clearly reflects British consumers' hunger for bargains and discounts during the recession."

Tags: discount vouchers, Hitwise, online search, Robin Goad, search term, UK, vouchers

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