1. How vouchers and discounts are
changing consumer behaviour
Research conducted among 2,000 GB adults
June 2013
Contacts:
Louise Vacher
Consulting Director, Consumer division
T: +44 (0) 207 012 6156
E: louise.vacher@yougov.com

2. Understanding the economic context
Average disposable
income has declined
from £6,500 p.a. in
mid-2010 to £5,500
in early 2102
However…
there has been a small
but steady increase in
average disposable
income 2013 to
£5,750
The number of people
saying they will spend
Only households earning
more than £100,000
p.a. expect their financial
situation to improve in
the next 12 months
more on buying
clothes, eating
out and going out
is increasing
Source: YouGov HEAT study, July 2013

3. Discounting is an established facet of consumer behaviour
82% of GB adults have used some form of discount or voucher
71%
41%
38%
24%
Mobile
app
Base: all GB adults
Voucher
code
website
Daily deal
sites eg.
Wowcher,
Groupon
Printed voucher
from a store/
newspaper/ direct
mail

4. Who uses voucher code websites?
Users are slightly more likely to be 25-44…
18-24
…and female
12%
41%
25-34
22%
59%
35-44
45-54
55+
22%
19%
25%
Spread across
Britain: no
geographic hotspots
65% have a Smartphone
33% have a tablet
Base: users of vouchercode websites

5. Not surprisingly, app users are more likely to be younger ABC1s while
older females are more likely to use more traditional methods
Social Grade
Printed voucher users
ABC1
55%
57%
C2DE
45%
43%
Age
App users
Printed voucher users
18-24
19%
10%
25-34
26%
15%
35-44
23%
19%
45-54
18%
21%
55+
14%
35%
Gender
App users
Printed voucher users
Male
Base: all users of mobile
apps/printed vouchers
App users
52%
42%
Female
48%
58%

6. Android has taken over from iOS as the most used operating
system, but Apple users download more apps
Smartphone operating system
Average number
of apps
downloaded
50%
Android
iOS
BlackBerry
Windows 8
Windows 7
Windows Mobile 6.5
Symbian
Other
40%
(By marketplace)
41%
41%
40%
40%
41%
28
35%
33%
30%
29%
27%
27%
25%
20%
28%
26%
25%
20%
19%
30%
29%
26%
24%
26%
25%
24%
20%
17%
8
12%
11%
10%
10%
6%
13%
12%
12%
6%
3%
0%
w2
w3
w4
W5
5%
8%
3%
2%
1%
2%
1%
w7
8%
11
5%
w8
Source: YouGov Smartphone Tracker Base: Nat Rep respondents who own a smartphone (2965)
P19Q1 – What operating system does your [CURRENT HANDSET] use?
9%
7%
2%
W6
11%
9%
6%
3%
2%
1%
5%
3%
12%
9%
7%
3%
12%
10%
9%
8%
w1
18
3%
2%
1%
2%
1%
w9
w10
3%
2%
2%
1%
0%
w11
3%
2%
1%
0%
0%
w12
w13
3%
1%
w14

7. Which sites are consumers using?
Wowcher has the lowest
usage : awareness ratio
Sites/companies aware of
Groupon
79%
Moneysupermarket.com
76%
Wowcher
67%
Orange/EE Wednesdays
58%
Sites/companies used
Groupon
27%
Moneysupermarket.com
22%
Wowcher
8%
Orange/EE Wednesdays
O2 Priority Moments
43%
O2 Priority Moments
Myvouchercodes.co.uk
42%
Myvouchercodes.co.uk
Vouchercodes.co.uk
41%
21%
Vouchercodes.co.uk
Travelzoo
26%
25%
13%
15%
Travelzoo
Taste Card
8%
Taste Card
KGB
21%
21%
9%
KGB
Livingsocial
7%
Livingsocial
secretsales.com
19%
secretsales.com
Vouchercloud
18%
17%
Barclays Bespoke offers
7%
Vouchercloud
Barclays Bespoke offers
6%
Gourmet Society
15%
Coupons.com
15%
Netvouchercodes
15%
Voucherseeker
Base: all GB adults
10%
Orange/EE, Vouchercodes
and Taste Card have the
highest usage : awareness
ratio
Gourmet Society
Coupons.com
Netvouchercodes
Voucherseeker
3%
5%
3%
4%
4%
2%
2%
8

8. Voucher usage extends across a wide range of sectors
Shopping
55%
Dining
39%
Entertainment
Beauty
19%
26%
Travel
19%
Base: all GB adults

9. For some, the likelihood of paying full price is now minimal
Never pay full price - always have voucher/discount code
Rarely pay full price - often have voucher/discount code
Often pay full price - sometimes use voucher/discount code
% rarely/never
pay full price
Almost always pay full price - rarely use voucher/discount code
High street fashion 2%
14%
Grocery stores 3%
13%
High street dining
Mailorder fashion
Travel
Cinema
Hotels
13%
45%
39%
68%
31%
11%
18%
16%
Base: those who use vouchers/discounts in each category
16%
16%
47%
42%
9%
44%
42%
40%
7%
16%
11%
47%
13%
53%
34%
40%
33%
57%
9%
22%
5%
58%
73%

10. “I now expect to get some form of deal or discount…”
27% Agree
23% Agree
Dining
Shopping
38% Agree
42% Agree
Beauty
Travel
34% Agree
Entertainment
Base : those who use vouchers/discounts in each category : strongly agree or somewhat agree

11. Savvy shoppers are adapting their behaviour
Have you changed your choice of retail
outlet at the last minute as a result of a
voucher offer?
Have you changed your choice of dining
venue at the last minute as a result of a
voucher offer?
40%
No, I stick
with the
outlets I
know best
No
66%
26%
40%
Base: all those who use vouchers/discounts codes for retail/dining
30%
No
63%

12. Vouchers/discounts encourage trial….
% of voucher/discount users who have used brand they wouldn’t otherwise have done
Travel
51%
Beauty
42%
Dining
38%
Retail
38%
Entertainment
Base: those who use vouchers/discounts in each category
37%

13. …and repeat business
DINING
80% have visited/used again
71% have visited/used again
83% have visited/used again
ENT’T
BEAUTY
78% have visited/used again
81% have visited/used again
Base: those who use vouchers/discounts in each category
RETAIL
TRAVEL
% of voucher/discount users who have continued to use the outlet since

14. What are the barriers to using vouchers/discount codes?
Open question: Why have you never used vouchers or discount codes?
Never seen the
point and don't
trust them.
Unaware
there is always a catch and it seems to be
more expensive than normal price you
would spend for a certain item.
Encourage to
spend money
Don’t trust them
I don't think I trust them. I don't like giving
out my information too much and getting lots
of spam back.
Because they encourage you to spend
money when you really can't afford to.
I don't buy much because I don't need much and
vouchers just encourage people to by a load of toot
that they don't need or really want.
Not available for what they
want
They're very specific and time limited. I
would rather not trawl through their
websites to find a voucher applicable to
me.
can't be bothered; good
enough bargains to be had
on ebay - all in the same
place.
I assume that they'll be
vouchers on things I
don't buy
By the time you've gone through the t&c's
of a voucher to see if you are eligible you'd
have been better off paying the extra 30p
for that coffee.
Too much hassle
I find that once you have printed them off or
try to use them there are a hundred and
one different terms and conditions that
make it too onerous to actually use them

15. Is there a potential negative impact?
33% feel special when
they receive exclusive
offers from companies they
are a customer of
36% get a buzz from
using discounts/vouchers
Only 18% feel cheated if
they receive an offer via email/text/direct mail, to find
the promotion is open to all
Only 19% question
a brand’s quality when
they offer multiple
offers
However 1 in 4 users say they get frustrated being bombarded with offers: a
potential watch-out for the future?
Base: those who use vouchers/discounts