PMA Survey: Online Consumer Offer Value
The Performance Marketing Associations’ Industry Advancement Council, in conjunction with eAccountableOPM and Clear Voice Survey, conducted the “Online Consumer Offer Value Study” to help measure the value of services from coupon, offer, deal and reward publishers to consumers (publishers who offer discounts and offers, as well as publishers who offer loyalty programs).
The study, conducted for one week in December 2012, polled more than 1 million consumers, and had more than 1500 respondents, split evenly among men and women.
The PMA Industry Advancement Council has an overall charter to educate the marketplace on the value of performance marketing. The council decided to evaluate opposing claims that are frequently discussed in the industry: offer and reward publishers see tremendous consumer loyalty and continual growth, while advertisers often complain that these publishers add little or no value to the conversion process. The Industry Advancement Council determined that the best way to evaluate this dichotomy was to survey consumers, to gauge not only the value they place on offers and rewards in their purchasing decisions, but how they perceive the brands involved.
The survey found that consumers continue to seek out online deals regardless of whether these offers come from the merchants’ website or affiliated coupon and deal sites. Nearly 69% of respondents used an online coupon when making a purchase in the last 12 months, according to the respondent.
Read a summary of the key points of the survey here.
PMA Members access exclusive access to the full report.
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