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2. Recommendations from friends and family make consumers more likely to purchase a deal from an unfamiliar small business.
3. Personal endorsements drive deal purchases, especially for women, who are more likely than men to buy a deal if it's recommended by someone they know.
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2. 1. Consumers who sign up to receive Daily Deals end up
purchasing 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 make
consumers more likely to purchase a deal from an
unfamiliar 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, especially
for 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 of
whether they are a current customer
Reasons for Sharing Daily Deals (%8-10 Strongly Agree)
Women are
I will share because
54% more likely
it's a great deal
(60%) to share
a deal “because
it’s a great deal”
I will share because I
know 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 of
consumers are more likely to buy a deal from a local small
business
Reasons for Buying a Daily Deal (%8-10 Strongly Agree)
It's something I already like to do 60%
If it comes from a local small business I
43%
am familiar with
It's 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 Deal
experience 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%
Don't
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 via
email 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 most
commonly 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%
Don't
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 new
customers 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