Two thirds of online shoppers use daily deal sites - study

Nearly two thirds of online shoppers engage with daily deal sits, according to a new study.

Kantar Media Compete surveyed 1,500 online shoppers and found that 65% of shoppers engage with daily deal sites either by visiting the site directly or reading an email newsletter in order to lower the cost of purchases.

Additionally, 68% of shoppers agreed with the statement ‘I always look out for special offers’ and nearly half saying they ‘always use money off coupons and vouchers’, said the research.

The surveyed showed Groupon was the most popular site with 80% market share and 8.1 million monthly visitors. The biggest spender is KGB Deals with their ad being seen over 7 million times by individuals, followed by Wowcher (364,618), Living Social (312,140), Groupon (102,647) and just 35,618 for Wahanda.com, according to the figures.

LivingSocial.com and KGBDeals.co.uk followed Groupon in the shopper popularity stakes with % each, whilst newer offerings such as Wowcher are just beginning to make their mark with consumers, said the study.

John Thekanady from Kantar Media Compete said: “It's clear that group buying sites build awareness and encourage impulse purchase behaviour efficiently, but featured companies are failing to convert those shoppers into loyal customers - bringing into question the long term viability of these sites.

“With an expanding competitive set and talk of daily deals fatigue, group buying sites would be well advised to target their offerings to specific consumer segments to distinguish themselves and help advertisers reach a more engaged audience.”