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Forrester   how consumers use daily deals - juin 2011
 

Forrester how consumers use daily deals - juin 2011

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  • Indeed, but since last year a lot of new players are also offering this, first i have in mind is Square. Thes new mobile paiement solutions offers now loyalty an coupons program too.
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  • This is a very comprehensive report about the changing trend of buying among consumers and the impact of daily deal sites.
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Forrester   how consumers use daily deals - juin 2011 Forrester how consumers use daily deals - juin 2011 Presentation Transcript

  • How Consumers Use Daily Deals:A Consumer Study by Forrester ResearchJune 20111 © 2009 Forrester Research, Inc. Reproduction Prohibited 2011
  • Methodology 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 This survey was fielded from June 11-June 21, 2011 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 Questions were drafted by team members from Forrester’s eBusiness team Age-related demographic breaks were defined as follows: Gen Y (under 30); Gen X (ages 30-44); Boomers (ages 45-64); Seniors (65+)2 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Key findings 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 Consumers often subscribe to multiple sites, most frequently Groupon and Living Social 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 – 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 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 – 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 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 3 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Overall daily deal site awareness and usage “Do you receive coupons from or visit coupon/gift “Please select the sites you receive emails from card based flash sale sites?” and/or visit.” Groupon 83% I dont Living Social 41%No, but I recall, 16% Eversave 4%used to Yes, 27% , 5% BuyWithMe 3% Base: 2,193 daily deal customers No, I never “How many purchases have you made from those have, 52% 36% sites in the last year?” 26% Base: 9,449 recent online shoppers 15% 14% 9% Never 1 2 3 4+ Base: 2,266 daily deal customers Source: Forrester eBusiness Daily Deal Survey, Q2 2011 4 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Consumer responses to flash sale sites vary bydemographic Percent agreeing “Coupon/gift card based flash sale sites help me discover and try new retailers, products or services I may not have experienced otherwise.” Gen Y 90% Gen X 90% Boomers 89% Seniors 76% “I usually check a flash sale site for a coupon or gift card before purchasing from a retailer or service provider.” Gen Y 60% Gen X 58% Boomers 54% Seniors 49% “I sometimes do not redeem flash sale site coupons or gift cards I purchased before the expiration date.” Gen Y 39% Gen X 42% Boomers 44% Seniors 47% Base: relevant daily deal consumers5 © 2011 Forrester Research, Inc. Reproduction Prohibited Source: Forrester eBusiness Daily Deal Survey, Q2 2011
  • Categories purchased also vary by demographic “In which of the following categories was your most recent purchase from a daily deal site?” Breakout of last purchase by demographic Male Female Gen Y Gen X Boomers SeniorsRestaurant or food 41% 36% 28% 33% 45% 37%Services (e.g. spa, 6% 13% 14% 12% 9% 6%massage)Activities (e.g. wine 7% 7% 9% 8% 6% 6%tasting)Clothing/jewelry/shoes 7% 12% 12% 10% 11% 11%Travel 4% 3% 3% 4% 2% 4%Health & beauty 7% 9% 12% 8% 8% 8%productsOther 28% 20% 22% 25% 19% 28%TOTAL 100% 100% 100% 100% 100% 100% Base: 1,291 daily deal buyers Source: Forrester eBusiness Daily Deal Survey, Q2 2011 “Other” includes gifts, flowers, home, garden, consumer electronics, entertainment, medical/dental products and services 6 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Most daily deal customers are not new to merchantsand generally spend at the value of the offer Percent in agreement with statement “When I redeemed my most recent regarding last coupon/gift card purchased coupon/gift card, I spent…” Less than the I have previously 6% bought directly from coupon amount 61% the retailer or service provider features Close to the coupon amount 41% (more or less) I would have bought a product/service even A lot more than the without a coupon/gift 51% 22% coupon amount card I havent I will probably buy 18% redeemed it yet from this retailer/service 79% provider even without a coupon/gift card… I dont recall 13% Base: consumers who purchased daily dealsSource: Forrester eBusiness Daily Deal Survey, Q2 20117 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Why consumers unsubscribe or don’t subscribe “If you have unsubscribed or terminated your membership with any coupon/gift card based flash sale site, please tell us “Do you receive coupons from or visit coupon/gift the primary reason why.” card based flash sale sites?” Dont want to receive so many 29% emails Didnt like the merchandise 8% I dontNo, but I recall, 16% Didnt trust the site with my 4%used to credit card Yes, 27% , 5% Other 8% Have never unsubscribed 50% No, I never Base: 2,574 respondents have, 52% “Why haven’t you visited or signed up to receive emails from any coupon/gift card based flash sale site?” Dont want to receive more 49% Base: 9,449 recent online shoppers emails Havent heard of these sites 36% or know what they are Dont trust these sites with 20% my credit card Services/merchandise dont 9% appeal to me Source: Forrester eBusiness Daily Deal Survey, Q2 2011 8 © 2011 Forrester Research, Inc. Reproduction Prohibited Base: 4,687 respondents
  • Thank youSucharita Mulpurusmulpuru@forrester.comwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited