Study Shows: Online Americans Love Deals

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Polaris Marketing Research Inc. and its data collection partner SSI announced today the results of its latest study of American consumer behavior online. In an online survey of 1,000 American consumers, eighty eight percent said they had heard of “deal-of-the-day” websites such as Groupon and LivingSocial.

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The large number of deals being offered by various sources virtually assures the saturation of the market.

Polaris Marketing Research Inc. and its data collection partner SSI announced today the results of its latest study of American consumer behavior online. In an online survey of 1,000 American consumers, eighty eight percent said they had heard of “deal-of-the-day” websites such as Groupon and LivingSocial.

Awareness of these deal-of-the-day sites did vary by demographics:

•Women are more likely to have heard of these sites than have men (ninety percent vs. eighty six percent).
•Older consumers (50+ years) are less likely to have heard of these deal-of-the-day sites (eighty four percent vs. eighty eight percent).
•More affluent consumers ($30K annual household income or more) are more likely to have heard of these sites than less affluent consumers (ninety two percent vs. seventy nine percent).

“Deal-of-the-day websites have become extremely common among more affluent and younger consumers, which is no surprise.” said Polaris president Jan Carlson. “The large number of deals being offered by various sources virtually assures the saturation of the market.”

Among online American consumers who have heard of these deal-of-the-day websites however, 39 percent claim to have actually purchased deals. About one in five (twnety one percent) of consumers who have heard of the deal website have purchased four deals or fewer and eighteen percent consumers have purchased five or more deals.

Polaris and SSI conducted online surveys with a representative sample of 1,000 American consumers during the week of September 12, 2011.

Founded by Jan Carlson, Polaris Marketing Research is a full-service firm that provides state-of-the-art online interactive marketing research reporting, interviewing and data collection, quantitative and qualitative research expertise and personalized project management.
Atlanta-based Polaris Marketing Research is affiliated with the Council of American Survey Research Organizations, the American Marketing Association and the Marketing Research Association.

Bringing together Survey Sampling International and Opinionology, SSI is the premier global provider of world-leading sampling, data collection and data analytic solutions for survey research. SSI reaches respondents in 72 countries via Internet, telephone, mobile/wireless and mixed access offerings. Value-add services include questionnaire design consultation, programming and hosting, data processing and real-time reporting. SSI serves more than 2,000 clients, including the top 50 research organizations. It has 30 offices serving clients around the world.

For more information, call Danica Kwon at 404-816-0353 Danica(dot)kwon(at)polarismr(dot)com or visit us at polarismr.com.

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