This study from Constant Contact and Chadwick Martin Bailey analyzed the behavior of 1,433 consumers ages 18 and older in the United States and revealed 10 key findings.
Text of 10 Quick Facts About Why and How Consumers Use Daily Deals
1.10 Quick FactsAbout How and WhyConsumers Use DailyDealsConsumerpulse
2. 1. Consumers who sign up to receive Daily Deals end uppurchasing themFour-out-of-five Daily Deal subscribers have purchased at least one deal in the last six monthsNumber of Daily Deals Purchased 26% 100%of subscribersage 50-59 have 90%27% purchased more 80%than 5 deals 70% In the last21%6 months 60% 5 or more 3-4 50% 1-2 40% 031% 30% 20% 10%21%0%Base: Those who have signed up for a Daily Deal program Q40: How many dealshave you purchased in the last 6 months? 3. 2. Recommendations from friends and family makeconsumers more likely to purchase a deal from anunfamiliar small business Word-of-mouth is key for the success of local deals Influence on Likelihood to Purchase a Deal from aLocal Small Business (%8-10 Highly Likely) Deal is recommended by friends or50%family The deal comes from a national deal service (e.g. Groupon or Living 32%Social) Deal is recommended by a social6% media siteBase: Those who have signed up for a Daily Deal programQ46: How will the following influence your decision topurchase a deal from a local small business with whomyoure not familiar with? 4. 3. Personal endorsements drive deal purchases, especiallyfor women More Likely to Buy a Deal if its Recommended to Them by Someone theyKnow (%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 its great, regardless ofwhether they are a current customer Reasons for Sharing Daily Deals (%8-10 Strongly Agree)Women are I will share because 54% more likelyits a great deal (60%) to share a deal because its a great deal I will share becauseI know my friendsthan men45% will like it (46%)I am more likely toshare a deal if I am34%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 ofconsumers are more likely to buy a deal from a local smallbusiness Reasons for Buying a Daily Deal (%8-10 Strongly Agree)Its something I already like to do60%If it comes from a local small business I 43%am familiar with Its close to where I work or live39%Base: Those who have signed up for a Daily Dealprogram Q41a: When buying a Daily Deal, how muchdo you agree or disagree with the following? 7. 6. For nearly 60% of customers, even a good Daily Dealexperience doesnt automatically equal loyalty Agree/Disagree: If I like what I get from aDaily Deal Ill become a loyal customerAgree, 42%Dontagree 58%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 aloyal customer. 8. 7. More than twice as many consumers share deals viaemail than on social networksPlatforms for Sharing Daily Deals with Friends and Family(%Yes) Of those who Email 55% have shared adeal viaemail, 78%have sharedFacebook27%more than oneTwitter 6% Other 5%Base: Those who have signed up for a Daily Deal programQ43: In the last 6 months, have you shared a Daily Dealthrough any of the following? Base: Those who have shared adeal through email Q44: In the last 6 months, how many timeshave you shared a Daily Deal on [Email]? 9. 8. Deals for restaurants and entertainment are the mostcommonly shared Top 5 Types of Daily Deals Shared (%Selected)Restaurants65% Entertainment48% Food & Grocery36% Travel25%Spa & Beauty 23%Base: Those who have shared a Daily Deal viaFacebook, Twitter, Email, Google+, or Pinterest in the last 6 months Q45: In thelast 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 theyre just a fadAgree/Disagree: Daily Deals are aPassing Fad Agree,8%Dontagree, 92 %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. 11. 10. Subscribers think Daily Deals help attract newcustomers to local businesses Agree/Disagree: Daily Deals are an effective way toattract new customers100% 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 Statesthrough the Research Now online panel Data was collected through a 15 minute online questionnaire fielded inQ1 2012. 13. Learn more Take a look at CMB and Constant Contacts Quick Facts reports onconsumers on email marketing, and social media behaviors : 14. Contact us Download our other Consumer Pulse research herewww.cmbinfo.com/downloads Learn how to use social media marketing to grow your business atwww.socialquickstarter.com For more information contact: Megan McManaman at Chadwick Martin Bailey Dave Gerhardt at Constant Contact