Chinese consumers have come to use coupons purchased from deal-of-the-day sites more immediately compared with two years ago, Deutsche Bank says in its latest China TMT Daily report, citing a report from Dianping.com, China's most popular review and coupon site.
Deal-of-the-day sites are known as "group buy" sites in China, and the site users are known as "group buyers".
In the year to date, over 50% of group buyers have purchased and used a coupon within 24 hours, and some 20% have used a coupon within an hour of purchase.
In 2011, over 40% of group buyers purchased a coupon at least one week before consumption, while only 10% bought a coupon within one day of consumption.
Deutsche Bank attributes more instant group buying to the rise of mobile devices as well as most group buying deals not requiring reservations.
Deutsche Bank says that group buying has adapted fast to mobile usage as location-based information enables users to easily find attractive deals nearby.
The Dianping report confirms this shift. The gross merchandise value of Dianping's group buying business from mobile devices in 2012 was 25 times that of 2011. The value in Q1 2013 was almost 80% of full year 2012.
According to Dianping, most group buying transactions from personal computers took place between 11am and 4pm, while mobile group buying happened between 12pm and 6pm, which was closer to lunch and dinner times.
Deutsche Bank expects mobile devices to edge out personal computers for group buying in the near future.
You are currently reading
total words in this article.
To continue reading this article, you must be a subscriber. Log in now..