A survey conducted by Borrell Associates and Presslaff Interactive indicates consumers may not be as burned out on daily deals as has been reported in the press lately. In fact, consumers still appear to love coupons. They always have. According to the survey, nearly 40,000 consumers indicated they not only love the deals, but they're also eager to sign up for more. And a simultaneous survey of more than 700 local advertisers shows that deals are driving a significant amount of new business as well as repeat business from those new customers.
Borrell CEO Gordon Borrell says, "the buzz lately about ??deals?? being burned out appears to be a bit off base. The headlines about these programs putting advertisers at risk might just be a reflection of some businesses being unprepared or making bad deals. The survey indicates that a significant percentage of advertisers are seeing business they ordinarily don??t get, and that there??s a lot of growth potential.??
The survey was launched through local media companies across the U.S., polling consumers who frequented local media websites and small and medium-sized businesses (SMBs) who advertise or participate in deals and coupons programs. It ran Aug. 1 through Sept. 9 and polled 39,040 consumers and 741 advertisers.
Here is some interesting data from the survey:
-- 91% of the consumers said they??re likely to register for other deals programs.
-- 44% have signed up for four or more email lists.
-- 81% of advertiser respondents have not yet participated in a deals program
-- 48% said they would participate in another deal; 14% said they would not
-- Of those advertisers who have, the average deal generated 191 sales
-- 45% of the sales generated from deals come from new customers, and 22% of them become repeat customers.
CONSUMER HIGHLIGHTS
-- 97% said they??ve printed coupons
-- 18% get them via email; this is neck-in-neck with newspaper-distributed coupon usage. Email surpasses store circulars and mail coupons for the first time
-- 45% use coupons to save money, 29% to try something new
-- 44% have signed up for four or more email lists.
-- Nearly two-thirds prefer weekly deals. Only 21% say want them daily.
-- Two-thirds have purchase at least 2 deals in the past 6 months; 29% have bought at least 5.
-- 84% say they have printed and redeemed coupons directly from local merchants.
-- Half say they go online first to look for coupons
-- 53% say they??re using coupons more often than they did one year ago
-- 91% said they??re likely to register for ??new?? deals sites
-- Top deals programs are Groupon, LivingSocial, Restaurant.com and a local media company
-- While restaurants top the list, they are the ??most preferred?? category by just 11.7% of the respondents. Entertainment, automotive and clothing also ranked high, while medical and ??professional services?? ranked the lowest.
ADVERTISER HIGHLIGHTS
-- 63% say they distribute coupons, mostly through newspapers or direct mail
-- Only 19% have participates in a deal-of-the-day program. 81% have not.
-- 20% say they??re not satisfied with deals programs
-- The main reason for participation is marketing strategy; 7% of the businesses that participated in a deals program said they did so for the dollars they got back.
-- The most important gauge of success is the number of new customers. 15% said people spending more than the value of the certificate was a goal.
-- The average business does 5 deals per year, gets 191 responses, and sees 45% of the redemptions coming from new customers and 22% of those customers returning.
-- 48% said they??d participate again. 15% said no way, 37% said they??re not sure.
-- Better revenue-share offer is the No. 1 thing they??d like to see changed
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