10 Quick Facts About How and Why Consumers Use Daily Deals (Chadwick Martin Bailey) 2011
Transcript of 10 Quick Facts About How and Why Consumers Use Daily Deals (Chadwick Martin Bailey) 2011
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10 Quick Facts
About How and Why
Consumers Use DailyDeals
Consumerpulse
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21%
31%
21%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Number of Daily Deals Purchased
5 or more
3-4
1-2
0
1. Consumers who sign up to receive Daily Deals end uppurchasing them
Base: Those who have signed up for a Daily Deal program Q40: How many deals
have you purchased in the last 6 months?
Four-out-of-five Daily Deal subscribers have purchased at least
one deal in the last six months
26%of subscribers
age 50-59 have
purchased more
than 5 dealsIn the last
6 months
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2. Recommendations from friends and family makeconsumers more likely to purchase a deal from anunfamiliar small business
Base: Those who have signed up for a Daily Deal program
Q46: How will the following influence your decision topurchase a deal from a local small business with whom
youre not familiar with?
6%
32%
50%
Deal is recommended by a social
media site
The deal comes from a national deal
service (e.g. Groupon or Living
Social)
Deal is recommended by friends orfamily
Influence on Likelihood to Purchase a Deal from a
Local Small Business (%8-10 Highly Likely)
Word-of-mouth is key for the success of local deals
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3. Personal endorsements drive deal purchases, especiallyfor women
Base: Those who have signed up for a Daily Deal program Q41: When buying a Daily Deal, how muchdo you agree or disagree with the following? If someone I know recommended the deal I am more likely
to buy it.
31%
25%
35%
Overall Men Women
More Likely to Buy a Deal if its Recommended to Them by Someone they
Know (%8-10 Highly Likely)
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4. People are willing to share a deal if its great, regardless ofwhether they are a current customer
Base: Those who have signed up for a Daily Deal program Q42: When sharing aDaily Deal, how much do you agree or disagree with the following?
34%
45%
54%
I am more likely to
share a deal if I amalready a customer
I will share because I
know my friends will
like it
I will share because
it's a great deal
Reasons for Sharing Daily Deals (%8-10 Strongly Agree)
Women are
more likely
(60%) tosharea deal because
its a great deal
than men
(46%)
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5. Familiarity and proximity matter: more than 1/3 ofconsumers are more likely to buy a deal from a local smallbusiness
39%
43%
60%
It's close to where I work or live
If it comes from a local small business I
am familiar with
It's something I already like to do
Reasons for Buying a Daily Deal (%8-10 Strongly Agree)
Base: Those who have signed up for a Daily Dealprogram Q41a: When buying a Daily Deal, how much
do you agree or disagree with the following?
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6. For nearly 60% of customers, even a good Daily Dealexperience doesnt automatically equal loyalty
Base: Those who have signed up for a Daily Deal program Q41a:
When buying a Daily Deal, how much do you agree or disagreewith the following? If I like what I get from the deal Ill become a
loyal customer.
Agree, 42%
Don't
agree, 58%
Agree/Disagree: If I like what I get from a
Daily Deal Ill become a loyal customer
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7. More than twice as many consumers share deals viaemail than on social networks
5%
6%
27%
55%
Other
Twitter
Facebook
Email
Platforms for Sharing Daily Deals with Friends and Family(%Yes)
Of those who
have shared a
deal via email,
78%have shared
more than one
Base: Those who have signed up fora Daily Deal programQ43: In the last 6 months, have you shared a Daily Deal
through any of the following? Base: Those who have shared adeal through email Q44: In the last 6 months, how many times
have you shared a Daily Deal on [Email]?
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8. Deals for restaurants and entertainment are the mostcommonly shared
23%
25%
36%
48%
65%
Spa & Beauty
Travel
Food & Grocery
Entertainment
Restaurants
Top 5 Types of Daily Deals Shared (%Selected)
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.
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9. Most people think Daily Deals are here to stay, under 10%think theyre just a fad
Base: Those who have signed up for a Daily Deal program Q47: How much do you agree or disagreewith the following about Daily Deals? The Daily Deals trend is a passing fad.
Agree,
8%
Don't
agree,
92%
Agree/Disagree: Daily Deals are a
Passing Fad
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10. Subscribers think Daily Deals help attract newcustomers to local businesses
Base: Those who have signed up for a Daily Deal program Q47:
How much do you agree or disagree with the following about DailyDeals? Daily Deals are an effective way to attract new
customers.
3%
36%
60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Agree/Disagree: Daily Deals are an effective way to
attract new customers
Agree (%8-10)
(%5-7)
Disagree (%0-4)
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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.
http://www.cmbinfo.com/http://www.constantcontact.com/http://www.constantcontact.com/http://www.cmbinfo.com/ -
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Learn more
Take a look at CMB and Constant Contacts Quick Facts reports onconsumers on email marketing, and social media behaviors :
http://blog.cmbinfo.com/10-quick-facts-you-should-know-about-consumer-behavior-on-facebook/http://blog.cmbinfo.com/10-quick-facts-you-should-know-about-consumer-behavior-on-twitter/http://blog.cmbinfo.com/10-facts-about-how-and-why-consumers-like-and-subscribe/Default.aspx -
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