Just two short years after entering the world of online commerce, email coupon-based marketing sites such as Groupon and Living Social have grown exponentially in size, popularity, profitability and global market reach. Is this latest Web 2.0 phenomenon the long-awaited "once size fits all" e-marketing solution that business operators - especially small ones serving a local clientele - have been waiting for?
In an article published today by ZINC Research - the sixth in its series on social networking in Canada - social networkers representing five distinct user segments rate their satisfaction - and dissatisfaction - based on their experiences with the two market-leading coupon sites.
Positive responses far outweighed the negative ones, however the survey also reveal some unexpected results. "As any of their visitors can tell you, these sites offer some pretty amazing bargains, and that remains their most compelling attraction," says ZINC president Brian F. Singh. "What's interesting about this survey was that the appeal of these sites extends right across the board. For example, business users ranked second highest in terms of subscription levels - and these people are going there as buyers, not sellers. Even casual users, who typically are quite skeptical about any kind of online shopping, were surprisingly supportive. This tells me that these coupon sites can work for almost any type of business, even if their customers are not normally very active on the Web. That aspect alone widen the scope for this type of marketing quite dramatically."
To view the article, visit ZINC's resource library at: www.zincresearch.com/research_resources
. About the survey
The Bridge is a syndicated survey established in 2007 by ZINC in partnership with Ottawa-based Dufferin Research. It uses a sample of 1,200 online respondents that accurately reflects Canada’s online population both geographically and demographically. Since its inception, the survey has collected nine tracking waves; a tenth will be added in early 2011. About ZINC Research
Founded in Calgary in 2006, ZINC provides online and onsite quantitative and qualitative market surveys and analysis for regional and international private and public sector clients throughout North America. Founding president Brian F. Singh is a market researcher and economist with over 20 years of experience. He has worked as an advisor and project manager in a broad range of industry sectors, including tourism, the environment, engineering, retail, financial services, demography, health and wellness, and information technology.
For more information on ZINC Research, visit: www.zincresearch.com