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Coupon use online – Canada vs. USA

Posted by Michael Bloch in web marketing (Saturday September 4, 2010 )

Coupon use continues to increase, but there are major differences between online coupon redemption between Canada and the USA.

According to the results of a survey performed by Epsilon, people in the US are more likely to have ever printed an online coupon (78%) compared to their counterparts in Canada (70%).

30% of Canadians who participated in the survey have never printed a coupon from either email or the Internet.

However, both countries have seen an increase in the numbers of those who have used online coupons – 75% of US respondents compared to 61% in 2008 and 66% of Canadian respondents compared to 53% in 2008.

Epsilon says Canada has a lower coupon adoption rate due to a number of reasons, among them being stores not accepting printed coupons from online resources because of fraud issues that have occurred in the past.

The most common avenue for obtaining online coupons was via email, but an interesting point – consumers both in the US (72%) and Canada (69%) prefer receiving coupons by mail. However, there have been improvements there as well with the number of folks preferring online coupons growing from 18% to 27% in the USA, and in Canada 19 to 29%.

A couple of the barriers to online coupons according to the survey were consumers not being able to find the types of coupons they want and not knowing where to find coupons – issues that have remained unchanged since Epsilon’s 2008 survey.

So there’s a couple of opportunities for online merchants here – firstly, ensuring your shopping cart software supports coupon functionality.. and then getting them out there. Coupon sites, social media, newsletter lists.. there’s plenty of avenues for online distribution and if your coupon is good enough, it will get passed around.

Read more of the Epsilon coupon survey results.

Learn more about marketing with coupons


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