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April 2, 2011

The Rise of E-Coupons In Europe

The past year has seen online coupon sites emerge as an important channel in driving consumer behaviour in Europe, generating a 5.7 point increase in penetration. This growth is the highest seen in any region in 2010, bringing the reach of coupon sites in Europe to 9.6 percent of all internet users.  

The total number of people using coupon sites in Europe in a month grew 162 percent to 34.9 million visitors in December 2010 when compared to the prior year. The sizeable growth can largely be attributed to the emergence of Groupon, which was not a significant player in Europe in 2009. Groupon, buoyed by its acquisition of its leading competitor in Europe, was able to establish a presence in more than one hundred European cities in the past year and now reaches more than 12 million visitors a month, approximately one-third of the total market