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A deal a day keeps the blues away
2012:02:07Future Poll – Napoleon once described the 19th-century British as a nation of shopkeepers. It seems that their 21st-century descendants have found a new focus for commercial flair – as online consumers who search daily deal sites for the buzz of finding a bargain.
A new social commerce futures report for LivingSocial by Future Poll explained that people are hard-wired to love a good deal, and when coupled with the strong psychological effects of scarcity, a hunger for a daily deal develops.
The report found that 57% of UK adults who use deal websites check them as often as social networking sites, and 85% claimed they tried new experiences because of these sites.
And 37% of UK men use daily deal sites compared with 32% of women, confounding decades of research indicating that men don’t like to shop. Brant Barton, co-founder and chief innovation officer of Bazaarvoice, says this is due to ‘the increasing use of gaming principles in social commerce that appeals to the male user, and it is no longer purely about shopping’.
So ignore the cries that group buying is dying, a Ubiquitous Gaming Culture means it’s just warming up. The report findings were the hot topic at radio stations across the country, including BBC Radio Scotland, BBC Radio Wales, LBC and LBC News.
Future Poll is the research division of The Future Laboratory. To find out more about Future Poll’s work, contact Tiffany Arntson.