10 Quick Facts About Why and How Consumers Use Daily Deals

10 Quick Facts
About How and Why
Consumers Use Daily
Deals

Consumerpulse

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?

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?

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.”

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
than men
45%
will 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?

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?

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.”

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]?

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.

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.”

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.”

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.

Learn more

 Take a look at CMB and Constant Contact’s “Quick Facts” reports on
consumers’ on email marketing, and social media behaviors :

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

10 Quick Facts About Why and How Consumers Use Daily Deals

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