Daily deal site are hot and it’s not all just hype. That’s the finding of new research by Yahoo! Mail and Ipsos OTX MediaCT that finds that consumers like getting “daily deal” emails and actually read them, according to a report on eMarketer Digital Intelligence.
The February 2011 survey found that U.S. adult internet users subscribe to an average of almost three daily or weekly shopping emails or newsletters, and 56 percent of internet users subscribe to at least two of the emails.
Among those who subscribe to at least two, 61 percent said they read all of the messages. And most access the emails at least once a day.
Most recipients of daily deal emails also pass along the messages to friends and family, though with less frequency, eMarketer reported. Less than a quarter passed messages along every day, but 45 percent did so at least weekly.
More than six in 10 respondents reported subscribing to more of these emails now than last year, and nearly half were still excited enough about them that they said they “can’t wait” to see the latest deals in the messages.
The survey also found that for most consumers, daily deal emails are appearing in their main inbox. Just 27 percent of Internet users said they had a separate email account for such offers, further reinforcing the perception among subscribers that these emails are desirable and relevant.
In March, BIA/Kelsey predicted US daily deal site revenues would reach $1.25 billion this year, eMarketer said.