Home  › Media › Media Buying

U.S. Groupon Users Skew Younger than LivingSocial's

  |  June 13, 2011   |  Comments

Differing online ad strategies could explain audience variation.

As daily deals sites continue to grow, market leaders Groupon and LivingSocial are increasingly competing for scale, traffic, and subscriber numbers. In terms of demographics, however, the properties actually appeal to substantially different audiences, it appears.

According to data from online measurement company comScore, most of Groupon's traffic in April came from users aged between 18 and 44. The majority of LivingSocial's audience, meanwhile, was aged between 25 and 55, with the 34 to 44 age range proving its strongest demographic. Compared to Groupon, LivingSocial attracted more than twice as many users over the age 45, whereas Groupon performed better with users under the age of 34.

grouponstats1So, what might explain the difference in audience for two firms with very similar business models and approaches to market? Factors such as the kind of deals offered and contrasting strategies around marketing messaging will contribute, of course, but comScore suggests the type of online media the companies purchase in order to acquire new subscribers could also have an effect.

For example, LivingSocial concentrated almost three quarters of its online display ad purchases to just five providers in April, tapping properties owned and operated by Google, Facebook, AOL, Microsoft, and Yahoo. Groupon's display media choices appear far more diversified, meanwhile, with the same five providers accounting for just 31 percent of its spend over the same period, and the lion's share reserved for media on other publisher sites.

In terms of traffic, the Groupon site attracted 10.7 million unique users during April, while LivingSocial trailed with an audience of around 8.8 million.

grouponstats2

 

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Resources

Jobs

    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...