The Capitol Communicator/WB&A Market Research Poll: Consumers in the Baltimore and Washington, DC Markets Exploring Online Daily Deals and Engaging with Companies through Social Media
Consumers in the Baltimore and Washington, DC areas are using daily deal websites such as Groupon and Living Social and engaging with user-generated product and service review sites like Yelp in ways which impact their purchasing decisions. The Capitol Communicator/WB&A Market Research Poll, a study sponsored by branding and marketing communications agency ZilYen, queries consumers on their behavior across a range of online activities from exploring daily deal websites to following companies on Facebook and Twitter to scanning QR codes with smartphones for product and service information.
According to the July/August study of 836 households, about a quarter of respondents said they purchased online coupons through a daily deal website in the past two months (Baltimore 24%, Washington 30%). Slightly more Washington, DC area residents bought a daily deal coupon for a merchant they had not tried before (25%), than for merchants they had made a previous purchase from (21%), whereas a similar proportion of Baltimore area residents purchased these daily deal coupons both for merchants they are trying for the first time and for merchants they had experience with in the past (17% vs. 16%).
Baltimore and Washington, DC area residents are also using the growing reach of Social Media to follow and gain information on companies through Facebook and Twitter. In fact, about a third of residents in both areas “friend” or “like” companies on Facebook (Baltimore 34%, Washington, DC 32%), while almost one in ten “follow” or “tag” companies on Twitter (Baltimore 7%, Washington, DC 9%).
Click HERE to view or download the slides presented in the October 4th webinar. WB&A’s Steve Markenson reviewed the findings and provided insights into consumer attitudes and behaviors.
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