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How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
How vouchers and discounts are changing consumer behaviour
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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

Published in: Marketing, Business, Technology
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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

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