Who's using daily deal sites? Bargain hunters of all income levels. A new survey from Lightspeed Research showed that people with household incomes greater than $50,000 are actually more likely to use sites like Groupon and LivingSocial than those earning less than that. It's worth noting that the data comes from an online survey which will therefore skew somewhat toward higher incomes and digital-savvy, but still -- it's something we often forget when talking about sites like these. There's a big difference between coupons offering $1.00 off of a much-needed food staple and a "deal" offering half off of laser hair removal or skydiving lessons.
Other than that, there's not a lot of variation among racial/ethnic groups, gender, or region. Millennials over-index, but that's hardly surprising.
A couple of other take-aways: There's Groupon and then there's everyone else. Of those who had at least heard of daily deal sites, more than one in four said they had purchased a Groupon -- far greater than the 11% who had purchased from LivingSocial and leaving the hundreds if not thousands of clones in the dust.
One in four who have purchase a deal had it expire before they used it (I'm guilty) 60% spent money beyond the value of the deal (guilty again) and 66% would like to see combo deals involving things like tickets and a meal deal at a nearby restaurant.