10 Quick Facts About Why and How Consumers Use Daily Deals
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10 Quick Facts About Why and How Consumers Use Daily Deals

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This study from Constant Contact and Chadwick Martin Bailey analyzed the behavior of 1,433 consumers ages 18 and older in the United States and revealed 10 key findings.

This study from Constant Contact and Chadwick Martin Bailey analyzed the behavior of 1,433 consumers ages 18 and older in the United States and revealed 10 key findings.

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  • 1. 10 Quick FactsAbout How and WhyConsumers Use DailyDeals Consumerpulse
  • 2. 1. Consumers who sign up to receive Daily Deals end uppurchasing them • Four-out-of-five Daily Deal subscribers have purchased at least one deal in the last six months Number of Daily Deals Purchased 26% 100% of subscribers age 50-59 have 90% 27% purchased more 80% than 5 deals 70% In the last 21% 6 months 60% 5 or more 3-4 50% 1-2 40% 0 31% 30% 20% 10% 21% 0% Base: Those who have signed up for a Daily Deal program Q40: How many deals have you purchased in the last 6 months?
  • 3. 2. Recommendations from friends and family makeconsumers more likely to purchase a deal from anunfamiliar small business • Word-of-mouth is key for the success of local deals Influence on Likelihood to Purchase a Deal from a Local Small Business (%8-10 Highly Likely) Deal is recommended by friends or 50% family The deal comes from a national deal service (e.g. Groupon or Living 32% Social) Deal is recommended by a social 6% media site Base: Those who have signed up for a Daily Deal program Q46: How will the following influence your decision to purchase a deal from a local small business with whom you’re not familiar with?
  • 4. 3. Personal endorsements drive deal purchases, especiallyfor women More Likely to Buy a Deal if it’s Recommended to Them by Someone they Know (%8-10 Highly Likely) 35% 31% 25% Overall Men Women Base: Those who have signed up for a Daily Deal program Q41: When buying a Daily Deal, how much do you agree or disagree with the following? “If someone I know recommended the deal I am more likely to buy it.”
  • 5. 4. People are willing to share a deal if it’s great, regardless ofwhether they are a current customer Reasons for Sharing Daily Deals (%8-10 Strongly Agree) Women are I will share because 54% more likely its a great deal (60%) to share a deal “because it’s a great deal” I will share because I know my friends than men 45% will like it (46%) I am more likely to share a deal if I am 34% already a customer Base: Those who have signed up for a Daily Deal program Q42: When sharing a Daily Deal, how much do you agree or disagree with the following?
  • 6. 5. Familiarity and proximity matter: more than 1/3 ofconsumers are more likely to buy a deal from a local smallbusiness Reasons for Buying a Daily Deal (%8-10 Strongly Agree) Its something I already like to do 60% If it comes from a local small business I 43% am familiar with Its close to where I work or live 39% Base: Those who have signed up for a Daily Deal program Q41a: When buying a Daily Deal, how much do you agree or disagree with the following?
  • 7. 6. For nearly 60% of customers, even a good Daily Dealexperience doesn’t automatically equal loyalty Agree/Disagree: “If I like what I get from a Daily Deal I’ll become a loyal customer” Agree, 42% Dont agree 58% Base: Those who have signed up for a Daily Deal program Q41a: When buying a Daily Deal, how much do you agree or disagree with the following? “If I like what I get from the deal I’ll become a loyal customer.”
  • 8. 7. More than twice as many consumers share deals viaemail than on social networks Platforms for Sharing Daily Deals with Friends and Family (%Yes) Of those who Email 55% have shared a deal via email, 78% have shared Facebook 27% more than one Twitter 6% Other 5% Base: Those who have signed up for a Daily Deal program Q43: In the last 6 months, have you shared a Daily Deal through any of the following? Base: Those who have shared a deal through email Q44: In the last 6 months, how many times have you shared a Daily Deal on [Email]?
  • 9. 8. Deals for restaurants and entertainment are the mostcommonly shared Top 5 Types of Daily Deals Shared (%Selected) Restaurants 65% Entertainment 48% Food & Grocery 36% Travel 25% Spa & Beauty 23% Base: Those who have shared a Daily Deal via Facebook, Twitter, Email, Google+, or Pinterest in the last 6 months Q45: In the last 6 months, what types of Daily Deals have you shared? Select all that apply.
  • 10. 9. Most people think Daily Deals are here to stay, under 10%think they’re just a fad Agree/Disagree: “Daily Deals are a Passing Fad” Agree, 8% Dont agree, 92 % Base: Those who have signed up for a Daily Deal program Q47: How much do you agree or disagree with the following about Daily Deals? “The Daily Deals trend is a passing fad.”
  • 11. 10. Subscribers think Daily Deals help attract newcustomers to local businesses Agree/Disagree: “Daily Deals are an effective way to attract new customers” 100% 90% 80% 70% 60% 60% Agree (%8-10) 50% (%5-7) 40% Disagree (%0-4) 30% 20% 36% 10% 0% 3% Base: Those who have signed up for a Daily Deal program Q47: How much do you agree or disagree with the following about Daily Deals? “Daily Deals are an effective way to attract new customers.”
  • 12. About this study Independent Research:  Conducted through the CMB Consumer Pulse  Supported by Constant Contact Methodology:  Data collected from 1,433 consumers, age 18+ in the United States through the Research Now online panel  Data was collected through a 15 minute online questionnaire fielded in Q1 2012.
  • 13. Learn more Take a look at CMB and Constant Contact’s “Quick Facts” reports on consumers’ on email marketing, and social media behaviors :
  • 14. Contact us Download our other Consumer Pulse research here www.cmbinfo.com/downloads Learn how to use social media marketing to grow your business at www.socialquickstarter.com For more information contact:  Megan McManaman at Chadwick Martin Bailey  Dave Gerhardt at Constant Contact