Triton Digital Daily Deal Survey Finds Lots of Opportunity, “Deal Fatigue” A Myth

Survey of 60,000 Consumers Prove Daily Deals are Useful in New Customer Acquisition, Often Shared with Friends

ATLANTA–(BUSINESS WIRE)–In a large-scale survey that included over 60,000 North American local media users, Triton Digital’s Application & Services division found a substantial untapped opportunity for daily deal programs like those offered by Groupon and Living Social. Additionally, the survey found the assertion that consumers are experiencing “deal fatigue” is overstated.

“I dislike them cluttering my email, but that’s the price you pay for the occasional chance to save money”

In the survey, the general consensus was that consumers are taking a tentative approach toward daily deals. When asked about participation in deal programs, 39% have never subscribed to a deal program. However, of those consumers that have participated in deal programs:

  • 28.4% glance at a deal to decide on their interest
  • 19.6% read the entire deal email
  • Less than 17% of respondents had given up on deals
  • 10.2% subscribe but consider deals spam and delete them
  • Just 6.4% have completely unsubscribed from deal emails.

“With all the media attention, a plethora of deal providers, and inboxes brimming with deals, the expectation that consumers would be tired of deals or that the category has reached maturity is clearly false,” explained Triton VP of Business Strategy, Jim Kerr. “A large majority of consumers either haven’t yet participated or are actively participating in deal programs.”

The survey dug deeper into those with negative attitudes and found that the largest issue was with the volume of email, with 30.8% stating, “I dislike them cluttering my email, but that’s the price you pay for the occasional chance to save money”. Only 18.2% found the entire concept worthless, agreeing with the statement, “I hate the whole idea. The emails are spam, and the deals are for things I would never buy.”

Another interesting finding is that deals can be used as a viable customer acquisition tool. Over 50% of respondents would consider trying something they had only passing interest in if the price was low enough. Furthermore, 26.4% of respondents have actively shared a deal with a friend they thought would like it.

The full results of this and other Triton surveys can be found at:

“As the premier provider of user database programs to local media, the ability for Triton to survey and examine consumers across North America is extraordinary,” said Triton SVP of Engagement, Michael Fischer. “This survey is one in a series that we are releasing which examine the perceptions, attitudes, and behaviors of millions of people.”

About Triton Digital

Triton Digital is the leading digital service provider to traditional and online radio with a rapidly expanding roster of media clients emerging from the television and print space. Our infrastructure, applications, and innovation are powering digital audience and revenue growth for clients around the globe. Our platform makes digital content extensible, personal, social, and profitable. Triton Digital is a portfolio company of funds managed by Oaktree Capital Management, L.P., a leading global investment management firm.

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