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Online Discount Sites and Consumers in Ireland
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Online Discount Sites and Consumers in Ireland

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National Consumer Agency's market research on Irish consumers' use of online discount websites

National Consumer Agency's market research on Irish consumers' use of online discount websites

Published in: Business, Economy & Finance
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  • 1. National Consumer Agency Market Research Findings: Online Discount Sites February 20 12 Research Conducted by
  • 2.
    • Key Findings
    • Main Findings: Online Discount Sites
    • Research Methodology and Sample Profile
    Table of Contents
  • 3. Key Findings
  • 4. Key Findings - I
    • 57% of consumers have signed up to an online discount site.
    • Of those who have signed up 56% have purchased a product or service from a online discount site which is equivalent to 32% of the adult population.
    • Over one in four (28%) of those who purchased from an online discount site have had reason to be dissatisfied with their purchase.
    • The main reasons cited for the dissatisfaction were:
        • Product or service not as described (19%)
        • Poor product quality (15%)
        • Issues with the terms and conditions (11%).
  • 5. Key Findings - II
    • Almost half (49%) of those who were dissatisfied complained
        • 59% complaining to the online discount site company and
        • 32% complaining to the actual provider of the product or service.
    • Just over half (52%) of those who complained had their complaint resolved.
    • 87% of consumers that have previously purchased from an online discount site said that they would purchase from it again.
  • 6. Main Findings: Online Discount Sites
  • 7. Interaction with Online Discount Sites Almost 3 in 5 Irish adults have signed up to/are registered with an online discount site; 32% of Irish adults have purchased from the site. Although females are more likely to be signed up - males are most likely to have purchased from an online discount site. Signed Up/Registered with an Online Discount Site Yes Purchased a Product and/or Service from the Online Site Yes % % (Base: All adults aged 16+ – 1,005) (Base: All who have signed up/registered with online discount sites – 578)
    • Most Likely
    • Dublin 66%
    • Females 64%
    • 25-34’s 62%
    • Most Likely
    • Dublin 70%
    • 25-34’s 65%
    • Males 61%
  • 8. Satisfaction with Online Discount Sites Incidence of Being Dissatisfied with Purchase Reasons Given for Being Dissatisfied % % (Base: All who have purchased a product and/or service from an online discount site- 321) (Base: All who were disappointed - 89) # All others mentions 5% or less Yes
    • Most Likely Dissatisfied:
    • 16-24s 44%
    • 25-34s 35%
    • Males 32%
    Of those that have purchased from an online discount site; over 1 in 4 have had reason to be been dissatisfied with their purchase . The younger age cohorts were most likely to be dissatisfied. Of those who were dissatisfied; for 1 in 5 it was as a result of product not being as described while for over 1 in 7 it was as a result of poor product quality. Product not as described Poor product quality Terms and conditions Problems with delivery Service didn’t take place Over priced/No price discount Had to refund the purchase Failure to honour voucher Voucher expires too soon
  • 9. Incidence of Complaining Half of all those who were dissatisfied with their purchase complained. 3 in 5 complained to the online discount site company while 1 in 3 complained to the actual provider. Did you Complain? Yes Who Did you Complain to? % % (Base: All who were dissatisfied with their purchase – 89) (Base: All who complained – 44*) *Caution small base size # All others 2% or less The online discount site company The actual provider Both
  • 10. Complaint Resolution Just over half (52%) of those who complained had their complaint resolved. No Was the Complaint Resolved? Yes % (Base: All who complained about their purchase – 44*) *Caution small base size
  • 11. Future Intentions Would you Purchase Again Through the Same Site? Yes % (Base: All who have purchased a product/ service from online discount site - 321) Just under 9 in 10 (87%) of consumers that have previously purchased from an online discount site said that they would purchase from it again. Those aged 55+ and the younger age cohort (15-24s) are most likely to purchase again from an online discount site again.
    • Most Likely
    • 55+ - 95%
    • 15-24’s - 91%
    No
  • 12. Research Methodology and Sample Profile
  • 13. Profile of Sample and Research Methodology Gender Age Social Class Region Male Female 16-24 35-44 55+ Dublin Rest of Leinster Munster Conn/ Ulster ABC1/ F50+ C2DE/ F50- % % % %
    • A nationally representative sample of 1,005 adults aged 16+ was achieved via means of an online omnibus.
    • Fieldwork was conducted between 21 st – 30 th November 2011.
    25-34 45-54 (Base: All adults aged 16+ – 1,005)

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