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How vouchers and discounts are
changing consumer behaviour

Research conducted among 2,000 GB adults
June 2013
Contacts:
Louise Vacher
Consulting Director, Consumer division
T: +44 (0) 207 012 6156
E: louise.vacher@yougov.com
Understanding the economic context

Average disposable
income has declined

from £6,500 p.a. in
mid-2010 to £5,500
in early 2102

However…
there has been a small
but steady increase in
average disposable
income 2013 to

£5,750

The number of people
saying they will spend
Only households earning

more than £100,000
p.a. expect their financial
situation to improve in
the next 12 months

more on buying

clothes, eating
out and going out
is increasing
Source: YouGov HEAT study, July 2013
Discounting is an established facet of consumer behaviour

82% of GB adults have used some form of discount or voucher
71%
41%
38%

24%
Mobile
app

Base: all GB adults

Voucher
code
website
Daily deal
sites eg.
Wowcher,
Groupon

Printed voucher
from a store/
newspaper/ direct
mail
Who uses voucher code websites?
Users are slightly more likely to be 25-44…
18-24

…and female

12%
41%

25-34

22%
59%

35-44

45-54

55+

22%

19%

25%

Spread across
Britain: no
geographic hotspots

65% have a Smartphone
33% have a tablet
Base: users of vouchercode websites
Not surprisingly, app users are more likely to be younger ABC1s while
older females are more likely to use more traditional methods

Social Grade

Printed voucher users

ABC1

55%

57%

C2DE

45%

43%

Age

App users

Printed voucher users

18-24

19%

10%

25-34

26%

15%

35-44

23%

19%

45-54

18%

21%

55+

14%

35%

Gender

App users

Printed voucher users

Male
Base: all users of mobile
apps/printed vouchers

App users

52%

42%

Female

48%

58%
Android has taken over from iOS as the most used operating
system, but Apple users download more apps
Smartphone operating system
Average number
of apps
downloaded

50%

Android
iOS
BlackBerry
Windows 8
Windows 7
Windows Mobile 6.5
Symbian
Other

40%

(By marketplace)
41%

41%

40%

40%

41%

28
35%
33%

30%

29%

27%

27%

25%

20%

28%

26%

25%

20%
19%

30%

29%

26%
24%

26%

25%

24%

20%

17%

8
12%

11%

10%

10%

6%

13%

12%

12%

6%

3%

0%
w2

w3

w4

W5

5%

8%

3%
2%
1%

2%
1%
w7

8%

11

5%

w8

Source: YouGov Smartphone Tracker Base: Nat Rep respondents who own a smartphone (2965)
P19Q1 – What operating system does your [CURRENT HANDSET] use?

9%
7%

2%
W6

11%

9%

6%

3%
2%
1%

5%
3%

12%

9%

7%

3%

12%

10%

9%

8%

w1

18

3%
2%
1%

2%
1%
w9

w10

3%
2%

2%
1%
0%
w11

3%
2%
1%
0%

0%
w12

w13

3%
1%
w14
Which sites are consumers using?
Wowcher has the lowest
usage : awareness ratio

Sites/companies aware of
Groupon

79%

Moneysupermarket.com

76%

Wowcher

67%

Orange/EE Wednesdays

58%

Sites/companies used
Groupon

27%

Moneysupermarket.com

22%

Wowcher

8%

Orange/EE Wednesdays

O2 Priority Moments

43%

O2 Priority Moments

Myvouchercodes.co.uk

42%

Myvouchercodes.co.uk

Vouchercodes.co.uk

41%

21%

Vouchercodes.co.uk

Travelzoo

26%
25%

13%
15%

Travelzoo

Taste Card

8%

Taste Card

KGB

21%
21%

9%

KGB

Livingsocial

7%

Livingsocial

secretsales.com

19%

secretsales.com

Vouchercloud

18%
17%

Barclays Bespoke offers

7%

Vouchercloud

Barclays Bespoke offers

6%

Gourmet Society

15%

Coupons.com

15%

Netvouchercodes

15%

Voucherseeker
Base: all GB adults

10%

Orange/EE, Vouchercodes
and Taste Card have the
highest usage : awareness
ratio

Gourmet Society
Coupons.com
Netvouchercodes
Voucherseeker

3%
5%

3%
4%
4%
2%
2%

8
Voucher usage extends across a wide range of sectors

Shopping
55%

Dining
39%

Entertainment

Beauty
19%

26%
Travel
19%

Base: all GB adults
For some, the likelihood of paying full price is now minimal
Never pay full price - always have voucher/discount code
Rarely pay full price - often have voucher/discount code
Often pay full price - sometimes use voucher/discount code
% rarely/never
pay full price

Almost always pay full price - rarely use voucher/discount code

High street fashion 2%

14%

Grocery stores 3%

13%

High street dining
Mailorder fashion
Travel
Cinema
Hotels

13%

45%

39%
68%

31%

11%
18%

16%

Base: those who use vouchers/discounts in each category

16%

16%

47%

42%

9%

44%

42%

40%

7%

16%

11%

47%

13%

53%

34%

40%

33%
57%

9%
22%

5%

58%
73%
“I now expect to get some form of deal or discount…”

27% Agree

23% Agree

Dining

Shopping

38% Agree

42% Agree

Beauty

Travel

34% Agree
Entertainment
Base : those who use vouchers/discounts in each category : strongly agree or somewhat agree
Savvy shoppers are adapting their behaviour
Have you changed your choice of retail
outlet at the last minute as a result of a
voucher offer?

Have you changed your choice of dining
venue at the last minute as a result of a
voucher offer?

40%

No, I stick
with the
outlets I
know best

No
66%

26%
40%

Base: all those who use vouchers/discounts codes for retail/dining

30%
No
63%
Vouchers/discounts encourage trial….
% of voucher/discount users who have used brand they wouldn’t otherwise have done

Travel

51%

Beauty

42%

Dining

38%

Retail

38%

Entertainment

Base: those who use vouchers/discounts in each category

37%
…and repeat business

DINING

80% have visited/used again
71% have visited/used again

83% have visited/used again
ENT’T

BEAUTY

78% have visited/used again

81% have visited/used again

Base: those who use vouchers/discounts in each category

RETAIL

TRAVEL

% of voucher/discount users who have continued to use the outlet since
What are the barriers to using vouchers/discount codes?
Open question: Why have you never used vouchers or discount codes?

Never seen the
point and don't
trust them.

Unaware

there is always a catch and it seems to be
more expensive than normal price you
would spend for a certain item.

Encourage to
spend money

Don’t trust them
I don't think I trust them. I don't like giving
out my information too much and getting lots
of spam back.

Because they encourage you to spend
money when you really can't afford to.

I don't buy much because I don't need much and
vouchers just encourage people to by a load of toot
that they don't need or really want.

Not available for what they
want
They're very specific and time limited. I
would rather not trawl through their
websites to find a voucher applicable to
me.

can't be bothered; good
enough bargains to be had
on ebay - all in the same
place.

I assume that they'll be
vouchers on things I
don't buy

By the time you've gone through the t&c's
of a voucher to see if you are eligible you'd
have been better off paying the extra 30p
for that coffee.

Too much hassle

I find that once you have printed them off or
try to use them there are a hundred and
one different terms and conditions that
make it too onerous to actually use them
Is there a potential negative impact?

33% feel special when
they receive exclusive
offers from companies they
are a customer of

36% get a buzz from
using discounts/vouchers

Only 18% feel cheated if
they receive an offer via email/text/direct mail, to find
the promotion is open to all

Only 19% question
a brand’s quality when
they offer multiple
offers

However 1 in 4 users say they get frustrated being bombarded with offers: a
potential watch-out for the future?

Base: those who use vouchers/discounts

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How vouchers and discounts are changing consumer behaviour

  • 1. How vouchers and discounts are changing consumer behaviour Research conducted among 2,000 GB adults June 2013 Contacts: Louise Vacher Consulting Director, Consumer division T: +44 (0) 207 012 6156 E: louise.vacher@yougov.com
  • 2. Understanding the economic context Average disposable income has declined from £6,500 p.a. in mid-2010 to £5,500 in early 2102 However… there has been a small but steady increase in average disposable income 2013 to £5,750 The number of people saying they will spend Only households earning more than £100,000 p.a. expect their financial situation to improve in the next 12 months more on buying clothes, eating out and going out is increasing Source: YouGov HEAT study, July 2013
  • 3. Discounting is an established facet of consumer behaviour 82% of GB adults have used some form of discount or voucher 71% 41% 38% 24% Mobile app Base: all GB adults Voucher code website Daily deal sites eg. Wowcher, Groupon Printed voucher from a store/ newspaper/ direct mail
  • 4. Who uses voucher code websites? Users are slightly more likely to be 25-44… 18-24 …and female 12% 41% 25-34 22% 59% 35-44 45-54 55+ 22% 19% 25% Spread across Britain: no geographic hotspots 65% have a Smartphone 33% have a tablet Base: users of vouchercode websites
  • 5. Not surprisingly, app users are more likely to be younger ABC1s while older females are more likely to use more traditional methods Social Grade Printed voucher users ABC1 55% 57% C2DE 45% 43% Age App users Printed voucher users 18-24 19% 10% 25-34 26% 15% 35-44 23% 19% 45-54 18% 21% 55+ 14% 35% Gender App users Printed voucher users Male Base: all users of mobile apps/printed vouchers App users 52% 42% Female 48% 58%
  • 6. Android has taken over from iOS as the most used operating system, but Apple users download more apps Smartphone operating system Average number of apps downloaded 50% Android iOS BlackBerry Windows 8 Windows 7 Windows Mobile 6.5 Symbian Other 40% (By marketplace) 41% 41% 40% 40% 41% 28 35% 33% 30% 29% 27% 27% 25% 20% 28% 26% 25% 20% 19% 30% 29% 26% 24% 26% 25% 24% 20% 17% 8 12% 11% 10% 10% 6% 13% 12% 12% 6% 3% 0% w2 w3 w4 W5 5% 8% 3% 2% 1% 2% 1% w7 8% 11 5% w8 Source: YouGov Smartphone Tracker Base: Nat Rep respondents who own a smartphone (2965) P19Q1 – What operating system does your [CURRENT HANDSET] use? 9% 7% 2% W6 11% 9% 6% 3% 2% 1% 5% 3% 12% 9% 7% 3% 12% 10% 9% 8% w1 18 3% 2% 1% 2% 1% w9 w10 3% 2% 2% 1% 0% w11 3% 2% 1% 0% 0% w12 w13 3% 1% w14
  • 7. Which sites are consumers using? Wowcher has the lowest usage : awareness ratio Sites/companies aware of Groupon 79% Moneysupermarket.com 76% Wowcher 67% Orange/EE Wednesdays 58% Sites/companies used Groupon 27% Moneysupermarket.com 22% Wowcher 8% Orange/EE Wednesdays O2 Priority Moments 43% O2 Priority Moments Myvouchercodes.co.uk 42% Myvouchercodes.co.uk Vouchercodes.co.uk 41% 21% Vouchercodes.co.uk Travelzoo 26% 25% 13% 15% Travelzoo Taste Card 8% Taste Card KGB 21% 21% 9% KGB Livingsocial 7% Livingsocial secretsales.com 19% secretsales.com Vouchercloud 18% 17% Barclays Bespoke offers 7% Vouchercloud Barclays Bespoke offers 6% Gourmet Society 15% Coupons.com 15% Netvouchercodes 15% Voucherseeker Base: all GB adults 10% Orange/EE, Vouchercodes and Taste Card have the highest usage : awareness ratio Gourmet Society Coupons.com Netvouchercodes Voucherseeker 3% 5% 3% 4% 4% 2% 2% 8
  • 8. Voucher usage extends across a wide range of sectors Shopping 55% Dining 39% Entertainment Beauty 19% 26% Travel 19% Base: all GB adults
  • 9. For some, the likelihood of paying full price is now minimal Never pay full price - always have voucher/discount code Rarely pay full price - often have voucher/discount code Often pay full price - sometimes use voucher/discount code % rarely/never pay full price Almost always pay full price - rarely use voucher/discount code High street fashion 2% 14% Grocery stores 3% 13% High street dining Mailorder fashion Travel Cinema Hotels 13% 45% 39% 68% 31% 11% 18% 16% Base: those who use vouchers/discounts in each category 16% 16% 47% 42% 9% 44% 42% 40% 7% 16% 11% 47% 13% 53% 34% 40% 33% 57% 9% 22% 5% 58% 73%
  • 10. “I now expect to get some form of deal or discount…” 27% Agree 23% Agree Dining Shopping 38% Agree 42% Agree Beauty Travel 34% Agree Entertainment Base : those who use vouchers/discounts in each category : strongly agree or somewhat agree
  • 11. Savvy shoppers are adapting their behaviour Have you changed your choice of retail outlet at the last minute as a result of a voucher offer? Have you changed your choice of dining venue at the last minute as a result of a voucher offer? 40% No, I stick with the outlets I know best No 66% 26% 40% Base: all those who use vouchers/discounts codes for retail/dining 30% No 63%
  • 12. Vouchers/discounts encourage trial…. % of voucher/discount users who have used brand they wouldn’t otherwise have done Travel 51% Beauty 42% Dining 38% Retail 38% Entertainment Base: those who use vouchers/discounts in each category 37%
  • 13. …and repeat business DINING 80% have visited/used again 71% have visited/used again 83% have visited/used again ENT’T BEAUTY 78% have visited/used again 81% have visited/used again Base: those who use vouchers/discounts in each category RETAIL TRAVEL % of voucher/discount users who have continued to use the outlet since
  • 14. What are the barriers to using vouchers/discount codes? Open question: Why have you never used vouchers or discount codes? Never seen the point and don't trust them. Unaware there is always a catch and it seems to be more expensive than normal price you would spend for a certain item. Encourage to spend money Don’t trust them I don't think I trust them. I don't like giving out my information too much and getting lots of spam back. Because they encourage you to spend money when you really can't afford to. I don't buy much because I don't need much and vouchers just encourage people to by a load of toot that they don't need or really want. Not available for what they want They're very specific and time limited. I would rather not trawl through their websites to find a voucher applicable to me. can't be bothered; good enough bargains to be had on ebay - all in the same place. I assume that they'll be vouchers on things I don't buy By the time you've gone through the t&c's of a voucher to see if you are eligible you'd have been better off paying the extra 30p for that coffee. Too much hassle I find that once you have printed them off or try to use them there are a hundred and one different terms and conditions that make it too onerous to actually use them
  • 15. Is there a potential negative impact? 33% feel special when they receive exclusive offers from companies they are a customer of 36% get a buzz from using discounts/vouchers Only 18% feel cheated if they receive an offer via email/text/direct mail, to find the promotion is open to all Only 19% question a brand’s quality when they offer multiple offers However 1 in 4 users say they get frustrated being bombarded with offers: a potential watch-out for the future? Base: those who use vouchers/discounts