With economic stability a ubiquitous concern worldwide, the desire to save and spend wiser is a common thread internationally. Perhaps it could be said that in the past, saving money was a private endeavor. The difference today is that it has become a community experience because of online couponing. It inspires people to come together and experience new or familiar activities. It also inspires casual generosity as people tend to pay the savings forward by sharing the deal with their friends, family and social networks. Be it to seek out new savory or outdoor adventures or to simply save on mundane errands, online couponing is trending throughout the world. India, for example, has recently proven to be a viable and emerging e-commerce market for online couponing. India’s largest couponing site, SnapDeal, raised $12M in investment funding earlier this year, indicating to the faith in its continued growth. Recent numbers In June show that 4.6 million Internet users in India accessed coupon sites, representing 10% of the country’s online population. comScore’s demographic analysis of India’s total unique visitors in June 2011 to the coupon category reveals that males make up a considerably larger share of the category audience, representing 62% of the gender breakdown. Females, meanwhile, only make up 38% of the audience.

Individuals between the ages of 25-34 are the largest presence in the category, followed by those who fall between 15-24 years of age.

With numbers like these, it is no wonder LivingSocial and Groupon are eager to buy out up-and-coming companies in emerging markets. LivingSocial, for example, has been rumored to purchase Turkey’s Grupfoni.