Published on April 17, 2012
Report onDaily Deals April 2012
Methodology • In January/February 2012, Edison Research and Arbitron conducted a national telephone survey offered in both English and Spanish language (landline and mobile phone) of 2,020 people aged 12 and over • Data were weighted to national 12+ population figures • This is the 20th study in this series, dating to 1998
Nearly one-sixth of Americans 12+ are registeredusers of at least one “Daily Deals” service“Are you a registered user of any ‘daily deals’ sitesor services such as Groupon or LivingSocial?” Yes No 15% 85%
Women are much more likely to use Daily Deals servicesComposition of “daily deals” users Men 34% Women 66%
Daily Deals users are concentrated 25-54Age Composition Age 35-44 Age 25-34 15% Age 25-34 Age 35-44 16% 28% 21% Age 45-54 17%Age 12-24 21% Age 12-24 Age 45-54 15% 21% Age 55+ Age 55+ 31% 15% U.S. Population 12+ Daily Deals users
A growth opportunity for Daily Dealsservices may exist in the Hispanic marketEthnic Composition African African American American 13% 11% Hispanic Hispanic 15% 8% Asian Asian 5% 2% Other/Refused Other/Refused 5% 5% White White 65% 71% U.S. Population 12+ Daily Deals users
Household income among Daily Deals users is higher 2011 Household Income $50K-$75K $50K-$75K $25K-$50K 17% 13% 21% $25K-$50K 21% $75K-$100K $75K-$100K 13% 10% $100K-$150K 6% $100K-$150K 11%Under $25K Over $150K Under $25K 20% 5% 9% Over $150K Refused Refused 8% 25% 21% U.S. Population 12+ Daily Deals users
Daily Deals services have caught on fastest in the SouthRegion South South 37% Midwest 45% Midwest 22% 20%Northeast West West Northeast 18% 23% 22% 13% U.S.Population 12+ Daily Deals users
Groupon and LivingSocial are the most popularamong Daily Deals users“Which ‘daily deals’ services are you registered with?” Groupon 83 LivingSocial 44 Gilt Groupe 2 Rue La La 1 Other 12 0 10 20 30 40 50 60 70 80 90 % registered with site Base: Registered user of “daily deals” sites or services
Two-thirds of LivingSocial users also use Groupon“Which ‘daily deals’ services are you registered with?”Also use Also useGroupon LivingSocial 69% 37% LivingSocial users Groupon users
More than half of Daily Deals users joined in the past year“How long have you been a registered user of “daily deals” services?” 6 months to less than 1 year 32% 1 year to less than 2 years 30% Less than 6 months 30% 2 years or more Don’t Know 2% 6% Base: Registered user of “daily deals” sites or services
More than three-in-five increaseor maintain their usage over time“Compared to when you first started using ‘daily deals’ services, in general whichof the following best describes your current experience with these services?” Using about the same amount as when you first started using them 48% Using LESS often than when you first started using them 32% Registered but never bought anything (volunteered) Using MORE often 6% than when you first started using them 14% Base: Registered user of “daily deals” sites or services
Daily Deals services drive new business“In general which of the following best describes your experiencewith ‘daily deals’ services such as Groupon or LivingSocial?” You were already a customer Tried businesses or services for the first of businesses or services time because of the deal and continued to whose deals you used visit that business without deal 28% 23% Registered but never bought anything (volunteered) 15% Don’t Know Tried businesses or services the first time 4% because of the deal, but generally haven’t returned 30% Base: Registered user of “daily deals” sites or services
Groupon and LivingSocial are equally effective at generating return customers for businesses “In general which of the following best describes your experience with ‘daily deals’ services such as Groupon or LivingSocial?” Tried because of deal; Tried because of deal; Were already Were alreadyContinued to visit business continued to visit business a customer a customer without deal without deal 28% 26% 23% 24% Registered but Registered but never bought never bought anything anything (volunteered) (volunteered) 15% 14% Don’t Know Don’t Know 4% Tried because of deal; 1% Tried because of deal; generally haven’t returned generally haven’t returned 30% 35% Groupon users LivingSocial users
Virtually all Daily Deals usershave a cell phone“Do you personally own a cell phone?” Yes Yes 89% 98% No No 11% 2% U.S. Population 12+ Daily Deals users
Daily Deals users are somewhat more likely to be “cell phone only” “Think about the telephone service you can be reached on at home. What type of telephone service can you be reached on in your home?” Only land line Only land line 1% 5% Do not own aBoth landline cell phone and cell Do not own a 2% phone cell phone 61% 12% Only cell phone Only cell 22% Both landline phone and cell 26% phone 71% U.S. Population 12+ Daily Deals users
Due to their youth and higher incomes, Daily Deals users own many electronic mobile devices “Do you currently own…” Apple iPod 31 46 Android cell phone 22 32 Apple iPhone 17 33Portable hand-held book readers 14 28 Apple iPad 12 U.S. Population 12+ 25 Android-based tablet 7 Daily Deals users 12 0 10 20 30 40 50 % owning each item
Daily Deals users are more likely to own a digital video recorder… “Do you currently own or use either a TiVo branded Digital Video Recorder or one supplied by a local cable company or satellite TV company?” No No 45% 55% Yes Yes 45% 55% U.S. Population 12+ Daily Deals users
…and they use their DVRs to time-shift far more often“Thinking about all the times you watch TV, how often do you watchtime-shifted programming recorded from your DVR?” Nearly all the At least half the At least half the timesNearly all the times you times 29% times you watch TV 26% watch TV 46% 30% Never Less than half 9% Less than half the times the times Rarely 14% Rarely 19% Never 8% 16% 3% U.S. Population 12+ Daily Deals users Base: Own a DVR
Daily Deals users spend much more time online“In the last 24 hours, approximately how much time did you spend…” hours 4 3:46 U.S. Population 12+ 3:34 Daily Deals users 2:56 3 2:25 2:07 2:08 2 1 :23 :22 0 Watching television On the Internet Listening to the radio Reading newspapers
More than four-fifths of Daily Dealsusers access the Internet at work“Do you currently ever access the Internet at work?” Yes 85% Yes 63% No 37% No 15% U.S. Population 12+ Daily Deals users Base: Employed full or part time
Daily Deals users are far more likelyto choose Internet over other media“Among the Internet, newspapers, radio and television,which one are you using more lately?” 43 Internet 68 38 Television 18 14 Radio 8 U.S. Population 12+ 3 Daily Deals users Newspaper 3 0 10 20 30 40 50 60 70 % choosing medium
Daily Deals users are far more likelyto choose Internet over other media“Among the Internet, newspapers, radio and television,which one is most essential to your life?” 46 Internet 66 35 Television 21 12 Radio 9 U.S. Population 12+ 4 Daily Deals users Newspaper 1 0 10 20 30 40 50 60 70 % choosing medium
Daily Deals users are more likely to use every major social network “Do you currently ever use/have your own profile page on…”Any social networking Web site 56 85 Facebook 54 83 Linked In 13 40 Twitter 10 20 8 U.S. Population 12+ Google Plus 20 Daily Deals users Location-based services 3 8 0 10 20 30 40 50 60 70 80 90 % who currently use/have a profile page
Daily Deals users are also using social networks more often “How often do you use social networking Web sites or services?” Several times per day Nearly every day At least once a week At least once per month Less than once per month Never use social networking sites Total 15 12 5 5 41Daily Deals users 22 18 7 4 14 Base: Use any social network
Daily Deals users check Facebook more regularly“In the last 24 hours, approximately how many timesdid you check your Facebook account?”Mean times per day 4.6 4.0 Total Daily Deals users Base: Have a profile page on Facebook
Daily Deals users report having an averageof more than 250 Facebook friends“Approximately how many Facebook friends do you have?”Mean # of friends 262 255 Total Daily Deals users Base: Have a profile page on Facebook
On average, LivingSocial users report having50 more Facebook friends than Groupon users“Approximately how many Facebook friends do you have?”Mean # of friends 302 251 Groupon users LivingSocial users Base: Have a profile page on Facebook
Daily Deals users are nearly twice as likely tofollow brands or companies via social networking sites“Do you follow any companies or brands on anysocial networking sites such as Facebook or Twitter?” No 82% No 65% Yes 35% Yes 18% U.S. Population 12+ Daily Deals users
Daily Deals users are much more likely to listen to Internet audioHave listened to radio over the Internet, Internet-only audio, or Pandora in the last week No No 72% 52% Yes Yes 48% 28% U.S. Population 12+ Daily Deals users
A majority of Daily Deals users have listened to an audio podcastEver listened to an audio podcast No 72% No 49% Yes 51% Yes 28% U.S. Population 12+ Daily Deals users
Daily Deals users are far more likelyto watch video over the Internet“Have you viewed video over the Internet in the last week?” Yes Yes 37% 61% No No 63% 39% U.S. Population 12+ Daily Deals users
Nearly all Daily Deals users have used Amazon.com“Do you ever visit the Amazon.com website?” No No 15% 48% Yes 52% Yes 85% U.S. Population 12+ Daily Deals users
Daily Deals users are more than twiceas likely to subscribe to Amazon Prime“Are you a subscriber to the service from Amazon.com called ‘Amazon Prime’?” No 92% No 82% Yes Yes 18% 8% U.S. Population 12+ Daily Deals users
Observations • The “Daily Deals” space encourages trial, but loyalty remains an opportunity • There is also an opportunity for a “Daily Deals” offering tailored to serve the Hispanic market
Observations • The mobile-reliant profile of “Daily Deals” users suggests opportunities for “Just-in-time” deals for local, instant conversions • There is a natural affinity between “Daily Deal” usage and Internet audio usage, which leads to numerous cross-platform promotional opportunities
Observations • “Daily Deals” users have higher income, and higher advertising-avoidance behaviors, making these services a valuable marketing channel beyond the “deal” • In fact, income figures and their higher propensity to join a premium service like Amazon Prime suggests that “Daily Deals” users are not price conscious, but value- seekers, which makes premium offerings feasible
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