Tuesday, October 21st, 2014

Swim with sharks, rent a villa, do yoga and buy Botox, a Rolex, and a half-priced burrito.*
3.5 million Australians 14+ (18%) visited Group Buying websites Groupon, Catch of the Day, Living Social, Deals Direct, Scoopon, Cudo or Spreets in an average four weeks, the latest data from Roy Morgan Research shows. 

2.2 million Group Buyers (63%) go to just one of these websites, with Groupon, Catch of the Day and Living Social reaching the most exclusive visitors. However over a million more Group Buyers (31%) visit two or three different sites and almost a quarter-million log on to four or more a month.

Deal-hunters: Australians visiting Group Buying Websites:

Source: Roy Morgan Single Source, July 2013–June 2014 n = 16,350 Australians 14+

Group Buyers are unsurprisingly more likely than the average Australian to use coupons and shopper dockets, enter competitions, and to feel comfortable giving out credit card details over the internet. But there also are numerous, seemingly unrelated, attitudes that score an increasing rate of agreement the more group buying websites are visited.

Group Buyers are more likely to:

  • agree they’re happy to receive relevant advertising  
  • organise holidays on behalf of family and friends
  • agree credit enables them to buy the things they want
  • keep up-to-date with new home-improvement ideas  
  • look for new experiences every day

And the more sites they visit, the more likely they are. However when it comes to being label-conscious, what at first appears to be a similar trend turns out otherwise: although visitors to just one or two to three sites are increasingly more likely than average to buy a product because of the label, the most ardent (or perhaps least discerning) Group Buyers are actually 25%less likely.

Attitudes of Group Buyers vs Australian norm by number of different sites visited:

Source: Roy Morgan Single Source, July 2013–June 2014 n = 16,350 Australians 14+ who visited one, two or three, four or more or no Group Buying websites in the last four weeks

* Max two per person. Conditions apply.

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“Clearly the audiences for these websites, by their very nature, are on the hunt for the best deal or next exciting offer, wherever it comes from. The group buying category is competitive, and heating up. The operators of these websites will need to keep close eyes on their competition and find ways to keep their customer loyal and their deals unique.

“Our data shows that Catch of the Day have the highest proportion of ‘exclusive audience’ not found elsewhere on the other group buying websites, followed by Groupon, Deals Direct and Living Social. But almost 75% of Scoopon’s audience is also off browsing at least one other site, while nearly a third of people on Spreets (recently acquired by Yahoo7) or Cudo visit at least three other sites.” 

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com


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