Retailers shift their ad spending from TV, radio and print ads to digital ads.
Most consumers can be persuaded to purchase by such offers, a survey finds.
Online daily deals can push uncertain consumers toward purchasing retail goods and services, suggest survey data from Lightspeed Research. 60% of respondents said a daily deal offer influenced them to make a purchase they were thinking about.
The market research firm based its findings on a survey of 3,300 U.S. consumers conducted between April 3 and April 18.
The majority of respondents, 60%, also said that when using daily deals they spent more money than the base value of daily deals—for instance, spending more at a restaurant than the value of the discount, or buying additional items from a retailer.
Retailers offering the discounts, found on Groupon, LivingSocial and hundreds of other sites, aren’t the only businesses to benefit from the daily deal craze. 41% of respondents said they make purchases from nearby bricks-and-mortar merchants when redeeming daily deals from other businesses—for instance, redeeming the daily deal with one merchant than making another purchase from a nearby merchant. Proximity, however, is hardly a concern for 35% of respondents, who said they are willing to travel at least 20 miles to redeem a deal. Additionally, 65% of respondents said they had patronized business after using a daily deal discount there.
Still, nearly one in four respondents, or 23%, said they had allowed purchased deals to expire before using them.
The most popular types of purchased deals, according to the survey, were dining (45%), clothing and shoes (36%), and entertainment and event tickets (32%).