Report on Daily Deals April 2012

Report on Daily 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 20 th study in this series, dating to 1998

Nearly one-sixth of Americans 12+ are registered users of at least one Daily Deals service Are you a registered user of any daily deals sites or services such as Groupon or LivingSocial? Yes 15% No 85%

Women are much more likely to use Daily Deals services Composition of daily deals users Women 66% Men 34%

are concentrated 25-54 Age Composition Age 25-34 16% Age 35-44 15% Age 25-34 28% Age 35-44 21% Age 45-54 17% Age 12-24 21% Age 12-24 15% Age 45-54 21% U.S. Population 12+ Age 55+ 31% Age 55+ 15%

A growth opportunity for Daily Deals services may exist in the Hispanic market Ethnic Composition African American 13% African American 11% Hispanic 15% Hispanic 8% Asian 2% Asian 5% White 65% Other/Refused 5% White 71% Other/Refused 5% U.S. Population 12+

Household income among is higher 2011 Household Income $25K-$50K 21% $50K-$75K 13% $75K-$100K 10% $25K-$50K 21% $50K-$75K 17% $75K-$100K 13% Under $25K 20% Refused 25% $100K-$150K 6% Over $150K 5% Under $25K 9% Refused 21% $100K-$150K 11% Over $150K 8% U.S. Population 12+

Daily Deals services have caught on fastest in the South Region South 37% Midwest 22% South 45% Midwest 20% Northeast 18% West 23% Northeast 13% West 22% U.S.Population 12+

Groupon and LivingSocial are the most popular among Which daily deals services are you registered with? Groupon 83 LivingSocial 44 Gilt Groupe Rue La La 2 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 Groupon 69% LivingSocial users Also use LivingSocial 37% Groupon users

More than half of 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% Don t Know 2% 2 years or more 6% Base: Registered user of daily deals sites or services

More than three-in-five increase or maintain their usage over time Compared to when you first started using daily deals services, in general which of 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% Using MORE often than when you first started using them 14% Registered but never bought anything (volunteered) 6% Base: Registered user of daily deals sites or services

Daily Deals services drive new business In general which of the following best describes your experience with daily deals services such as Groupon or LivingSocial? Tried businesses or services for the first time because of the deal and continued to visit that business without deal 23% You were already a customer of businesses or services whose deals you used 28% Registered but never bought anything (volunteered) 15% Tried businesses or services the first time because of the deal, but generally haven t returned 30% Don t Know 4% 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; Continued to visit business without deal 23% Were already a customer 28% Tried because of deal; continued to visit business without deal 24% Were already a customer 26% Registered but never bought anything (volunteered) 15% Registered but never bought anything (volunteered) 14% Tried because of deal; generally haven t returned 30% Groupon users Don t Know 4% Tried because of deal; generally haven t returned 35% LivingSocial users Don t Know 1%

Virtually all have a cell phone Do you personally own a cell phone? Yes 89% Yes 98% No 11% No 2% U.S. Population 12+

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? Both landline and cell phone 61% Only land line 5% Do not own a cell phone 12% Only land line 1% Do not own a cell phone 2% U.S. Population 12+ Only cell phone 22% Both landline and cell phone 71% Only cell phone 26%

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 33 Portable hand-held book readers 14 28 Apple ipad 12 25 U.S. Population 12+ Android-based tablet 7 12 0 10 20 30 40 50 % owning each item

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 55% No 45% Yes 45% Yes 55% U.S. Population 12+

and they use their DVRs to time-shift far more often Thinking about all the times you watch TV, how often do you watch time-shifted programming recorded from your DVR? Nearly all the times you watch TV 30% At least half the times 26% Nearly all the times you watch TV 46% At least half the times 29% Never 9% Rarely 16% Less than half the times 19% Never 3% Less than half the times 14% Rarely 8% U.S. Population 12+ Base: Own a DVR

spend much more time online In the last 24 hours, approximately how much time did you spend hours 4 3 2 3:46 2:56 2:25 3:34 2:07 2:08 U.S. Population 12+ 1 :23 :22 0 Watching television On the Internet Listening to the radio Reading newspapers

More than four-fifths of Daily Deals users access the Internet at work Do you currently ever access the Internet at work? Yes 63% Yes 85% No 37% No 15% U.S. Population 12+ Base: Employed full or part time

are far more likely to choose Internet over other media Among the Internet, newspapers, radio and television, which one are you using more lately? Internet 43 68 Television 18 38 Radio 8 14 U.S. Population 12+ Newspaper 3 3 0 10 20 30 40 50 60 70 % choosing medium

are far more likely to choose Internet over other media Among the Internet, newspapers, radio and television, which one is most essential to your life? Internet 46 66 Television 21 35 Radio 9 12 U.S. Population 12+ Newspaper 1 4 0 10 20 30 40 50 60 70 % choosing medium

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 Google Plus Location-based services 3 10 8 8 20 20 U.S. Population 12+ 0 10 20 30 40 50 60 70 80 90 % who currently use/have a profile page

are also using social networks more often How often do you use social networking Web sites or services? Several times per day At least once a week Less than once per month Nearly every day At least once per month Never use social networking sites Total 15 12 5 5 41 22 18 7 4 14 Base: Use any social network

check Facebook more regularly In the last 24 hours, approximately how many times did you check your Facebook account? Mean times per day 4.0 4.6 Total Base: Have a profile page on Facebook

report having an average of more than 250 Facebook friends Approximately how many Facebook friends do you have? Mean # of friends 262 255 Total Base: Have a profile page on Facebook

On average, LivingSocial users report having 50 more Facebook friends than Groupon users Approximately how many Facebook friends do you have? Mean # of friends 251 302 Groupon users LivingSocial users Base: Have a profile page on Facebook

are nearly twice as likely to follow brands or companies via social networking sites Do you follow any companies or brands on any social networking sites such as Facebook or Twitter? No 82% Yes 35% No 65% Yes 18% U.S. Population 12+

are much more likely to listen to Internet audio Have listened to radio over the Internet, Internet-only audio, or Pandora in the last week No 72% No 52% Yes 28% Yes 48% U.S. Population 12+

A majority of have listened to an audio podcast Ever listened to an audio podcast No 72% No 49% Yes 28% Yes 51% U.S. Population 12+

are far more likely to watch video over the Internet Have you viewed video over the Internet in the last week? Yes 37% Yes 61% No 63% No 39% U.S. Population 12+

Nearly all have used Amazon.com Do you ever visit the Amazon.com website? No 48% No 15% Yes 52% Yes 85% U.S. Population 12+

are more than twice as likely to subscribe to Amazon Prime Are you a subscriber to the service from Amazon.com called Amazon Prime? No 92% No 82% Yes 8% Yes 18% U.S. Population 12+

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 valueseekers, which makes premium offerings feasible