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7/31/2019 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
7/31/2019 10 Quick Facts About How and Why Consumers Use Daily Deals (Chadwick Martin Bailey) 2011
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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
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/7/31/2019 10 Quick Facts About How and Why Consumers Use Daily Deals (Chadwick Martin Bailey) 2011
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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.aspx7/31/2019 10 Quick Facts About How and Why Consumers Use Daily Deals (Chadwick Martin Bailey) 2011
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