The State of Social Media
Adoption of Coupon Sites Potential Gateway to Increased E-Commerce in India
SnapDeal.com Leads Category as Most-Visited Coupon Destination
Mumbai, India, July 29, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a report on the online Coupon category in India from its Comscore Media Metrix service. The report showed that in June 2011, 4.6 million Internet users age 15 and older accessed Coupon sites from a home or work location, representing 10 percent of the online population. SnapDeal.com led as the top site in the category with nearly 1.5 million unique visitors during the month, followed by DealsandYou.com and Mydala.com which both neared one million online unique visitors.
“In the past several months, deal sites have seen their audiences increase significantly as the global online coupon trend has taken root in India,” said Kedar Gavane, Comscore Director for India. “The convenience of the online channel couple with enticing deals has attracted a growing number of visitors to the Coupon category and to daily deal sites, in particular. Consumer adoption of these types of deal sites could be an important step in the overall growth of e-commerce in India, which has traditionally lagged behind other global markets.”
SnapDeal.com Leads Coupon Category in India
In June, 4.6 million Internet users in India age 15 and older accessed the Coupons category from a home or work computer, reaching 10.4 percent of the entire online population. SnapDeal.com, which has tripled its audience in the past year, led the category with 1.5 million visitors during the month, followed by Dealsandyou.com with 990,000 visitors and MyDala.com with 952,000 visitors.
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
Visitors Age 25-34 Represent Largest Portion of Coupon Audience
A demographic analysis of the audience for coupon sites revealed that males made up a significantly larger percentage of category audience at 61.8 percent compared to 38.2 percent females, although this is largely in line with India’s total Internet population. Persons between the ages of 25-34 accounted for the largest percentage of the Coupon category audience at 43 percent and were 5 percent more likely to access a coupon site compared to an average Internet user (Index of 105).
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.**Composition Index = % of Online Coupon Visitors by Demo Segment / % of Total Internet Population from the Demo Segment x 100; Index of 100 indicates average representation.
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