How consumers use daily deals final

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Consumer-side data on frequency, categories purchased and incrementality.

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  • How consumers use daily deals final

    1. 1. How Consumers Use Daily Deals: A Consumer Study by Forrester Research<br />June 2011<br />
    2. 2. Methodology<br />Forrester partnered with an independent third-party to survey recent online shoppers about their attitudes toward and behavior with respect to daily deals sites (e.g. Groupon, Living Social); these sites are referred to interchangeably as daily deal sites and as coupon/gift card-based flash sale sites; this survey did not explicitly ask about daily deal offerings from Facebook or Google<br />This survey was fielded from June 11-June 21, 2011<br />2,509 respondents of 9,449 consumers surveyed passed the initial screen of currently being “customers” (i.e. receiving emails from, visiting) daily deals sites; survey results on the following slides are derived from that respondent set<br />Questions were drafted by team members from Forrester’s eBusinessteam<br />Age-related demographic breaks were defined as follows: Gen Y (under 30); Gen X (ages 30-44); Boomers (ages 45-64); Seniors (65+)<br />
    3. 3. Key findings<br />Most online shoppers in the US currently do not subscribe to flash deal sites; 27% of survey respondents said they currently subscribe to emails from or visit these sites<br />Consumers often subscribe to multiple sites, most frequently Groupon and Living Social<br />About one-quarter of consumers of these sites/emails are “active” buyers, purchasing more than 4/year, while about 1/3 of these consumers have never purchased within the past year<br />Restaurants are the most common offer redeemed (40% of shoppers say it was the last offer they purchased) with other offers divided among more than a dozen different categories<br />While most online shoppers do believe that these coupons/offers can help to expose them to new businesses, 61% say that the last offer they purchased was from a merchant they had patronized before<br />22% of daily deal buyers say they spent more than the coupon amount when they redeemed their last offer; 18% said they had not yet redeemed the offer<br />Consumer who unsubscribe from these sites or choose not to sign up cite “not wanting to receive more emails” as the primary reason; this poses a challenge for the continued growth of these daily deal sites<br />
    4. 4. Overall daily deal site awareness and usage<br />“Do you receive coupons from or visit coupon/gift card based flash sale sites?”<br />“Please select the sites you receive emails from and/or visit.”<br />Base: 2,193 daily deal customers<br />“How many purchases have you made from those sites in the last year?”<br />Base: 9,449 recent online shoppers<br />Base: 2,266 daily deal customers<br />Source: Forrester eBusinessDaily Deal Survey, Q2 2011<br />
    5. 5. Consumer responses to flash sale sites vary by demographic<br />Percent agreeing<br />“Coupon/gift card based flash sale sites help me discover and try new retailers, products or services I may not have experienced otherwise.”<br />“I usually check a flash sale site for a coupon or gift card before purchasing from a retailer or service provider.” <br />“I sometimes do not redeem flash sale site coupons or gift cards I purchased before the expiration date.” <br />Base: relevant daily deal consumers<br />Source: Forrester eBusiness Daily Deal Survey, Q2 2011<br />
    6. 6. Categories purchased also vary by demographic<br />“In which of the following categories was your most recent purchase from a daily deal site?”<br />Breakout of last purchase by demographic<br />Base: 1,291 daily deal buyers<br />Source: Forrester eBusiness Daily Deal Survey, Q2 2011<br />“Other” includes gifts, flowers, home, garden, consumer electronics, entertainment, medical/dental products and services<br />
    7. 7. Most daily deal customers are not new to merchants and generally spend at the value of the offer<br />Percent in agreement with statement regarding last coupon/gift card purchased<br />“When I redeemed my most recent coupon/gift card, I spent…”<br />Base: consumers who purchased daily deals<br />Source: Forrester eBusiness Daily Deal Survey, Q2 2011<br />
    8. 8. Why consumers unsubscribe or don’t subscribe<br />“If you have unsubscribed or terminated your membership with any coupon/gift card based flash sale site, please tell us the primary reason why.” <br />“Do you receive coupons from or visit coupon/gift card based flash sale sites?”<br />Base: 2,574 respondents<br />“Why haven’t you visited or signed up to receive emails from any coupon/gift card based flash sale site?”<br />Base: 9,449 recent online shoppers<br />Source: Forrester eBusiness Daily Deal Survey, Q2 2011<br />Base: 4,687 respondents<br />
    9. 9. Thank you<br />Sucharita Mulpuru<br />smulpuru@forrester.com<br />www.forrester.com<br />
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