How vouchers and discounts are changing consumer behaviour

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YouGov's research into how vouchers and discounts are changing consumer behaviour co-presented by Louise Vacher, Consulting Director of YouGov and Affiliate Window's Strategy Director Kevin Edwards

YouGov's research into how vouchers and discounts are changing consumer behaviour co-presented by Louise Vacher, Consulting Director of YouGov and Affiliate Window's Strategy Director Kevin Edwards

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  • 1. How vouchers and discounts are changing consumer behaviour Research conducted among 2,000 GB adults June 2013 Contacts: Louise Vacher Consulting Director, Consumer division T: +44 (0) 207 012 6156 E: louise.vacher@yougov.com
  • 2. Understanding the economic context Average disposable income has declined from £6,500 p.a. in mid-2010 to £5,500 in early 2102 However… there has been a small but steady increase in average disposable income 2013 to £5,750 The number of people saying they will spend Only households earning more than £100,000 p.a. expect their financial situation to improve in the next 12 months more on buying clothes, eating out and going out is increasing Source: YouGov HEAT study, July 2013
  • 3. Discounting is an established facet of consumer behaviour 82% of GB adults have used some form of discount or voucher 71% 41% 38% 24% Mobile app Base: all GB adults Voucher code website Daily deal sites eg. Wowcher, Groupon Printed voucher from a store/ newspaper/ direct mail
  • 4. Who uses voucher code websites? Users are slightly more likely to be 25-44… 18-24 …and female 12% 41% 25-34 22% 59% 35-44 45-54 55+ 22% 19% 25% Spread across Britain: no geographic hotspots 65% have a Smartphone 33% have a tablet Base: users of vouchercode websites
  • 5. Not surprisingly, app users are more likely to be younger ABC1s while older females are more likely to use more traditional methods Social Grade Printed voucher users ABC1 55% 57% C2DE 45% 43% Age App users Printed voucher users 18-24 19% 10% 25-34 26% 15% 35-44 23% 19% 45-54 18% 21% 55+ 14% 35% Gender App users Printed voucher users Male Base: all users of mobile apps/printed vouchers App users 52% 42% Female 48% 58%
  • 6. Android has taken over from iOS as the most used operating system, but Apple users download more apps Smartphone operating system Average number of apps downloaded 50% Android iOS BlackBerry Windows 8 Windows 7 Windows Mobile 6.5 Symbian Other 40% (By marketplace) 41% 41% 40% 40% 41% 28 35% 33% 30% 29% 27% 27% 25% 20% 28% 26% 25% 20% 19% 30% 29% 26% 24% 26% 25% 24% 20% 17% 8 12% 11% 10% 10% 6% 13% 12% 12% 6% 3% 0% w2 w3 w4 W5 5% 8% 3% 2% 1% 2% 1% w7 8% 11 5% w8 Source: YouGov Smartphone Tracker Base: Nat Rep respondents who own a smartphone (2965) P19Q1 – What operating system does your [CURRENT HANDSET] use? 9% 7% 2% W6 11% 9% 6% 3% 2% 1% 5% 3% 12% 9% 7% 3% 12% 10% 9% 8% w1 18 3% 2% 1% 2% 1% w9 w10 3% 2% 2% 1% 0% w11 3% 2% 1% 0% 0% w12 w13 3% 1% w14
  • 7. Which sites are consumers using? Wowcher has the lowest usage : awareness ratio Sites/companies aware of Groupon 79% Moneysupermarket.com 76% Wowcher 67% Orange/EE Wednesdays 58% Sites/companies used Groupon 27% Moneysupermarket.com 22% Wowcher 8% Orange/EE Wednesdays O2 Priority Moments 43% O2 Priority Moments Myvouchercodes.co.uk 42% Myvouchercodes.co.uk Vouchercodes.co.uk 41% 21% Vouchercodes.co.uk Travelzoo 26% 25% 13% 15% Travelzoo Taste Card 8% Taste Card KGB 21% 21% 9% KGB Livingsocial 7% Livingsocial secretsales.com 19% secretsales.com Vouchercloud 18% 17% Barclays Bespoke offers 7% Vouchercloud Barclays Bespoke offers 6% Gourmet Society 15% Coupons.com 15% Netvouchercodes 15% Voucherseeker Base: all GB adults 10% Orange/EE, Vouchercodes and Taste Card have the highest usage : awareness ratio Gourmet Society Coupons.com Netvouchercodes Voucherseeker 3% 5% 3% 4% 4% 2% 2% 8
  • 8. Voucher usage extends across a wide range of sectors Shopping 55% Dining 39% Entertainment Beauty 19% 26% Travel 19% Base: all GB adults
  • 9. For some, the likelihood of paying full price is now minimal Never pay full price - always have voucher/discount code Rarely pay full price - often have voucher/discount code Often pay full price - sometimes use voucher/discount code % rarely/never pay full price Almost always pay full price - rarely use voucher/discount code High street fashion 2% 14% Grocery stores 3% 13% High street dining Mailorder fashion Travel Cinema Hotels 13% 45% 39% 68% 31% 11% 18% 16% Base: those who use vouchers/discounts in each category 16% 16% 47% 42% 9% 44% 42% 40% 7% 16% 11% 47% 13% 53% 34% 40% 33% 57% 9% 22% 5% 58% 73%
  • 10. “I now expect to get some form of deal or discount…” 27% Agree 23% Agree Dining Shopping 38% Agree 42% Agree Beauty Travel 34% Agree Entertainment Base : those who use vouchers/discounts in each category : strongly agree or somewhat agree
  • 11. Savvy shoppers are adapting their behaviour Have you changed your choice of retail outlet at the last minute as a result of a voucher offer? Have you changed your choice of dining venue at the last minute as a result of a voucher offer? 40% No, I stick with the outlets I know best No 66% 26% 40% Base: all those who use vouchers/discounts codes for retail/dining 30% No 63%
  • 12. Vouchers/discounts encourage trial…. % of voucher/discount users who have used brand they wouldn’t otherwise have done Travel 51% Beauty 42% Dining 38% Retail 38% Entertainment Base: those who use vouchers/discounts in each category 37%
  • 13. …and repeat business DINING 80% have visited/used again 71% have visited/used again 83% have visited/used again ENT’T BEAUTY 78% have visited/used again 81% have visited/used again Base: those who use vouchers/discounts in each category RETAIL TRAVEL % of voucher/discount users who have continued to use the outlet since
  • 14. What are the barriers to using vouchers/discount codes? Open question: Why have you never used vouchers or discount codes? Never seen the point and don't trust them. Unaware there is always a catch and it seems to be more expensive than normal price you would spend for a certain item. Encourage to spend money Don’t trust them I don't think I trust them. I don't like giving out my information too much and getting lots of spam back. Because they encourage you to spend money when you really can't afford to. I don't buy much because I don't need much and vouchers just encourage people to by a load of toot that they don't need or really want. Not available for what they want They're very specific and time limited. I would rather not trawl through their websites to find a voucher applicable to me. can't be bothered; good enough bargains to be had on ebay - all in the same place. I assume that they'll be vouchers on things I don't buy By the time you've gone through the t&c's of a voucher to see if you are eligible you'd have been better off paying the extra 30p for that coffee. Too much hassle I find that once you have printed them off or try to use them there are a hundred and one different terms and conditions that make it too onerous to actually use them
  • 15. Is there a potential negative impact? 33% feel special when they receive exclusive offers from companies they are a customer of 36% get a buzz from using discounts/vouchers Only 18% feel cheated if they receive an offer via email/text/direct mail, to find the promotion is open to all Only 19% question a brand’s quality when they offer multiple offers However 1 in 4 users say they get frustrated being bombarded with offers: a potential watch-out for the future? Base: those who use vouchers/discounts