29 Percent of Daily Deals Customers Are New

Groupon and LivingSocial create customers that at least intend to repeat their patronage, according to new research from ForeSee.

According to ForeSee, 29 percent of those customers are new. Of those customers, 17 percent knew of the retailer but hadn’t purchased from it before buying a voucher, and 12 percent had never heard of the company before buying its deal.

At the same time, 91 percent of daily deals purchasers surveyed either had returned to the local business after taking advantage of its special offer or at least planned to, according to ForeSee. Of that total, 44 percent had already made a follow-up visit while 47 percent said they were looking to do so in the future. A similar total – 90 percent – stated they had redeemed a voucher in the prior three months.

Deals Subscribers Dip While Groupon Dominates

ForeSee pulled the numbers during November and December, polling 10,000 online visitors with its indexing system. The Ann Arbor, MI-based company’s study had other intriguing news for the likes of Groupon, LivingSocial, and Woot.

• 60 percent said they subscribed to a daily deals program, down from 65 percent surveyed by ForeSee with the same question in Spring 2011.
• 63 percent of daily deals subscribers bought an offer in the last 90 days, down from 67 percent during Spring 2011.
• 52 percent of daily deals subscribers use Groupon, up from 51 percent in Spring 2011. Thirty percent use LivingSocial, an increase from 24 percent. Roughly 10 percent of daily deals users have subscribed to Woot in the last year.
• 44 percent of daily deals subscribers only use Groupon, outperforming LivingSocial (12 percent) and Woot (21 percent).
• 50 percent have purchased from Groupon in the last 90 days, while LivingSocial saw half as many. Each company received a 3 percentage point lift in this category compared to Spring 2011.