Once upon a time, using a coupon meant literally cutting a piece out of your newspaper and presenting it to the cashier at your local grocery. Today’s technology has found a world of ways to improve on the concept of coupon-based shopping.
A recent survey by Harris Interactive showed that online coupon use has increased dramatically among an unexpected demographic. Oddly enough, according to the survey, it’s well-to-do families with household incomes over $100,000 who are using more coupons. Four out of 10 people from families within this income bracket say that use online coupons – nearly twice the number of respondents with an annual income of $35,000 or less.
They make use of sites like Coupons.com, which offers free coupons that can be printed out or used with a savings card, Foursquare, which offers specials to users who frequent a certain location, or Groupon.com, which lets users take advantage of group discounts of up to 90% on local products or services.
The users of these services are well-to-do and tech-savvy, and live in urban areas. It’s not just a matter of discounts for them. Groupon.com encourages users to go to places they’ve never been to before in order to take advantage of the excellent discounts. Foursquare provides an entire mobile online community where people can find out where their friends have been, and what they think about a particular place.
It makes sense that these products cater to the well-appointed who have the gadgets and services needed to best take advantage of them. Gowalla, for example, uses a Google Map-like application and works best if you’re constantly online while on the go.
“The holy grail is, ‘how can we make e-commerce social?’” says Andrew Mason, CEO of Groupon.com. “Usually, [a coupon] is a pretty solitary, one-to-one experience. But we’re helping consumers discover things.”
Services such as these constitute a new age in how we experience commercial settings. If social media sites help to foster social interaction among users, then services like these can help to push economic activity, as users are encouraged to try out new products and services offered by small, little-known, local businesses.