The end of group buying? Not in Denmark
In Poland, Russia and Turkey the interest in collective buying is falling, while in Demark an upsurge is still noted. In Turkey, among internet users visiting websites offering such services the prevalent group of customers is between 18 and 34 years, while in Denmark it is individuals over 45.
Gemius has checked the popularity of websites offering group buying in Denmark, Poland, Russia and Turkey. The analysis involves data for the last month of each quarter in the years 2012-2014 related to internet users that are over 18 years old. It turns out that the downfall in the popularity of the researched websites is most notable in Russia (the drop of internet users is fourfold) and Poland (almost twofold). The situation is different in Denmark, where the traffic on websites offering group buying increased by over two and a half times.
"It’s related to two facts. One fact is that group commerce websites were developed later than in other analysed countries. And the other fact is that the economy in Denmark is slowly getting better and the private households is getting more optimistic in comparison to 2012. People is beginning to use more money but still want a good offer. This is exactly what these commerce sites offer - says Christian Hjorth".
Group buying is a domain of women and persons holding degrees
Who are the internet users who hunt bargains on collective buying websites? An analysis concerning all users in view of their socio-demographic characteristics shows that in each of the studied countries, group buying websites are most often used by women and by persons with higher education. In Turkey, they are mostly consumers between 18 and 34 years of age (constituting 2/3 of users visiting the researched websites). In Poland and Russia, over a half of internet users looking for a good value on group buying services are adults aged between 25 and 44, while in Denmark they are 45 plus.
According to Hjorth, behind the reason why in Danish group buying consumers rule people over 45 years are such sites as SpotDeal, Sweetdeal and Dagensbedste that is marketed through national and regional newspapers. "These newspaper sites have a bit older user profile, and this could be an explanation on why is different" adds expert.
The data quoted originates from an international internet study measurement (gemiusAudience) conducted by Gemius in more than 35 countries. It aims to research into the number and demographic profile of internet users and the manner in which they utilize the web, audio and video content, as well as mobile applications. The study is performed according to Gemius proprietary hybrid methodology and in accordance with the ICC/ESOMAR international code of conduct.