10 Quick Facts About How and Why Consumers Use Daily Deals (Chadwick Martin Bailey) 2011

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Estudio realizado por Chadwick Martin Bailey y Social Media QuickStarter en el que se analiza el comportamiento durante 2011 de los consumidores en las web de ofertas colectivas y cupones. (inglés)

Estudio realizado por Chadwick Martin Bailey y Social Media QuickStarter en el que se analiza el comportamiento durante 2011 de los consumidores en las web de ofertas colectivas y cupones. (inglés)

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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 Iknow my friends will than men 45% 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