"I have a coupon for that.” Here’s just another predictable effect of the tight economy: People are more likely to use coupons. Evidence supporting that assertion can be found online, according to a recent report by Comscore. Studying the patterns in December, 2008, and comparing those results to the previous year, searches involving the term “coupon” were up 161%.
“Will work for work.” As further evidence that online behaviors are a reflection of real-world life… searches including the term “unemployment” are also up dramatically; better than 8.2 million searches happened in 12/08, compared with under 2.7 million the year prior.
Implications: I started this story by writing about coupons. But it turned out I was writing a story about Search. It occurred to me that thinking about the ways people use “Search” can help you find… if you’re looking for trends, that is. Visit http://www.google.com/trends. Type the topic you’re interested in into the search bar. And see how (and where) that topic has been searched by others. For example, type in the word “foreclosure” to see when the spikes occurred in the mortgage meltdown. Or, type in the words, “job market” to see when people were studying possible “next steps.” [Try typing in the key words of a major headline next time there is breaking news. You’ll see where that news holds the tightest grip on an audience.]
As online tools—like search—become increasingly ubiquitous, they become an increasingly accurate reflection of our real-world lives.
Now, before I go, a few thoughts on couponing. While printed publications and packaging remain great ways to distribute coupons, remember that the web can put almost any company into the coupon business. Further, online coupons are just waiting to be “forwarded to a friend,” provided you plan that idea in your consumer’s mind.
Mike Anderson
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