Page 43 - Decoding Decisions ~ Making sense of the messy middle
P. 43

43    CHAPTER 3      INVESTIGATING THE MESSY MIDDLE









                          OK Google, can I get any money off?


                          Our final search modifier is “discount code”, although we’ll group this

                          together with its sibling, “promo code”.

                          These modifiers have grown as a proportion of search over the past 10 years,
                          spiking in November and December (figure 17).









               Figure 17

                   discount code      promo code
                  Search term        Search term

                 100


                 75
                SEARCH INTEREST  50





                 25


                  0
                     2011     2012      2013     2014     2015     2016     2017     2018     2019     2020
               A rising proportion of UK searches contains “discount code” or “promo code”.






























                                           Data source: Google Trends, United Kingdom, 1st January 2011 - 1st January 2020, All categories, Web Search
   38   39   40   41   42   43   44   45   46   47   48