Web searches for online vouchers have surged by 133 per cent in the last 12 months, new research has revealed.

Hitwise also said that traffic to voucher websites had increased by 45 per cent over the same period as bargain-hunting Britons looked to save money during the tightening economic climate.

In a blog post, Hitwise research director Robin Goad noted that one in every 200 visits to an e-commerce site comes from voucher portals such as My Voucher Codes and Hot UK Deals.

He added that more than 20,000 variations on the term ‘voucher’ were used by online searchers in the last year – potentially highlighting a need for greater use of long tail terms in search engine optimisation.

"A whole online sector has emerged to feed British consumers’ hunger for discount vouchers for everything from supermarket shopping and pizzas to discounts at high-end department stores," Mr Goad stated.

According to Google, Hot UK Deals was the second most popular finance-related search term in the UK this year.

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