National Consumer Agency
Market Research Findings:Online Discount Sites
July 2012Research Conducted by
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Key Findings
Main Findings: Online Discount Sites
Research Methodology and Sample Profile
Table of Contents
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Key Findings
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Key Findings - I
• 61% of consumers have signed up to an online discount site.
• Of those who have signed up, 61% have purchased a product or service from an online discount site which is equivalent to 37% of the adult population - an increase of 5 percentage points from the figure (32%) recorded in November 2011.
• One in three (33%) of those who purchased from an online discount site have had reason to be dissatisfied with a purchase, up 5 percentage points since November 2011.
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Key Findings - II
•The main reasons cited for the dissatisfaction were:• Poor service delivery/Poor product quality (34%)• Retailer could not provide service when required/delivery
delayed (18%).
•Just over half (52%) of those who were dissatisfied complained • 70% complained to the online discount site company and • 43% complained to the actual provider of the product or
service.
•Over 3 in 5 (61%) of those who complained had their complaint resolved.
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Main Findings:Online Discount Sites
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Interaction with Online Discount Sites
Over 3 in 5 Irish adults have registered/signed up with online discount sites. Of these a further 61% state to have purchased something from these sites which equates to 37% of
Irish adults. Levels of registration and usage have increased since November 2011.
Over 3 in 5 Irish adults have registered/signed up with online discount sites. Of these a further 61% state to have purchased something from these sites which equates to 37% of
Irish adults. Levels of registration and usage have increased since November 2011.
61%
Signed Up/Registeredwith an Online Discount Site
Yes 61%
Purchased a Product and/orService from on Online Discount Site
Yes
% %
(Base: All adults aged 16+ – 1,004) (Base: All who have signed up/registered with online discount sites – 611)
(57%) (56%)
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Profile of Discount Site Users
(Base: All adults aged 16+ – 1,004)
Females, those aged between 25-44 and those resident in Dublin are more likely to have signed up to a online discount site. Levels of actual usage suggest that males and those in the 25-34
age group who have signed up are more likely to have purchased from the discount site
Females, those aged between 25-44 and those resident in Dublin are more likely to have signed up to a online discount site. Levels of actual usage suggest that males and those in the 25-34
age group who have signed up are more likely to have purchased from the discount site
GenderMaleFemaleAge16-2425-3435-4445-5455+RegionDublnROLMunsterConn/Ulster
4873
577271
6146
725361
54
%
Signed Up/Registeredwith an Online Discount Site
GenderMaleFemaleAge16-2425-3435-4445-5455+RegionDublnROLMunsterConn/Ulster
6359
5368
595961
73565552
%
Purchased a product and/or service from the Online Discount Site
Total = 61%
Total = 61%
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23
24
11
6
34
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Frequency of Purchasing
Frequency of buying deals
More than once a week%
7% of people purchased at least once a week from an online discount site, with over 1 in 3 (36%) of people purchasing at least once a month. 7% of people purchased at least once a week from an online discount
site, with over 1 in 3 (36%) of people purchasing at least once a month.
(Base: All who have purchased from an online discount site – 371 )
Once a week
More than once a month
Once a month
Once every two months
Once a year
Less often
Once every six months
7%
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Satisfaction with Online Discount Sites
33%
Incidence of Being Dissatisfied with Purchase Reasons for Being Dissatisfied
% %Poor service delivery/poor product quality
Retailer could not provide service when required/delivery delay
Product/service not as described
Product/service not received
Difficult to redeem voucher
Could not contact service provider
Not as good as originally thought/not value for money
34
18
12
10
7
6
5
(Base: All who have purchased a product and/orservice from an online discount site - 371)
(Base: All who were dissatisfied - 123)
# All others mentions 3% or less
Yes
Of those that have purchased from an online discount site; one third (33%) expressed their dissatisfaction with at least one purchase. This represents a marked increase in dissatisfaction levels.
Primary reason for dissatisfaction was poor service delivery/product quality.
Of those that have purchased from an online discount site; one third (33%) expressed their dissatisfaction with at least one purchase. This represents a marked increase in dissatisfaction levels.
Primary reason for dissatisfaction was poor service delivery/product quality.
(28%)
#
Highest Amongst25-34’s – 37%45-54’s – 37%Dublin – 38%
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Sectors Dissatisfaction Relate to …..
(Base: All who were dissatisfied with their purchase – 123)
Health & Beauty34%
Food & Drink33%
Retail & Services33%
Accommodation19%
Electronics18%
Activities 11%
Education3%
Other1%
Dissatisfaction is highest within the Health and Beauty Sector, with over 3 in 10 people unhappy with their purchase, closely followed by the Food & Drink and Retail & Services
sector. It can be seen that dissatisfaction is not contained within one individual sector but evident across many.
Dissatisfaction is highest within the Health and Beauty Sector, with over 3 in 10 people unhappy with their purchase, closely followed by the Food & Drink and Retail & Services
sector. It can be seen that dissatisfaction is not contained within one individual sector but evident across many.
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70
43
5
Incidence of Complaining when Dissatisfied
Half of all who were dissatisfied with their purchase complained, increase on November 2011 evident. 7 in 10 complained to the online discount site company while over 2 in 5 complained to the actual provider – this means that complaints directed at both for some. Encouragingly
incidence of willingness to complain has increased.
Half of all who were dissatisfied with their purchase complained, increase on November 2011 evident. 7 in 10 complained to the online discount site company while over 2 in 5 complained to the actual provider – this means that complaints directed at both for some. Encouragingly
incidence of willingness to complain has increased.
52%
Did you Complain?
Yes
Who Did you Complain to?
The online discount site company
The actual provider
Other
%
%
(Base: All who were dissatisfied with their purchase – 123)
(Base: All who complained – 63)
# All others 2% or less
(49%)
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Factors behind lack of Complaints
(Base: All who did not complain – 59)
%
Didn’t bother/too much hassle
Wasn’t an expensive purchase
Felt it would be a waste of time
I didn’t have enough time
Was a service issue, not directly related to purchase
14
8
8
6
6
The top reason for not complaining was the perceived bother/hassle it would cause, closely followed by the fact that people felt that the purchase wasn’t expensive enough
to warrant a complaint or that it would be a waste of time.
The top reason for not complaining was the perceived bother/hassle it would cause, closely followed by the fact that people felt that the purchase wasn’t expensive enough
to warrant a complaint or that it would be a waste of time.
* All others 3% or less
Didn’t feel I was entitled to complaint after service was so cheap
Too difficult to complain/did not know how to complain
Felt the issue was my fault
I hadn’t fully read the deal terms and conditions before buying
Don’t know
%
5
5
5
5
14
*
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Complaint Resolution
3 in 5 of those who complained had their complaint resolved – an encouraging increase on November 2011 figures.
3 in 5 of those who complained had their complaint resolved – an encouraging increase on November 2011 figures.
No 61%
Was the Complaint Resolved?
Yes
%
(Base: All who complained when dissatisfied – 63)
(52%)
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Research Methodologyand Sample Profile
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48
28
22
26
19
2816
1826
49
5251
Profile of Sample and Research Methodology
Gender Age Social Class Region
Male
Female
16-24
35-44
55+
Dublin
Rest ofLeinster
Munster
Conn/Ulster
ABC1/F50+
C2DE/F50-
%%%%
25-34
45-54
(Base: All adults aged 16+ – 1,004)
• A nationally representative sample of 1,004 adults aged 16+ was achieved via means of an online omnibus.
• Fieldwork was conducted between 7th – 14th May 2012.• Please Note: All figures in brackets relate to a previous study undertaken in November 2011.
• A nationally representative sample of 1,004 adults aged 16+ was achieved via means of an online omnibus.
• Fieldwork was conducted between 7th – 14th May 2012.• Please Note: All figures in brackets relate to a previous study undertaken in November 2011.
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