According to a recent study about the daily deal market in Russia, conducted by J’son & Partners Consulting it seems like Russia has reached a peak of popularity.
The study has been conducted on Russian daily deal services in 2012 and in two areas: marketing efficiency (enrollment coupon sites) and geographical representation.
The daily deal market in Russia was born in 2010. At the beginning of its existence, daily deal services were not very effective because of the underdeveloped consumer culture cashless payments. After a short period of time the amount of daily deal sites has increased dramatically as in other countries. Experts disagree over what will happen with coupon services in the future, but agree that they are now at the peak of popularity.
To assess the overall situation in the market the information was used from sources such as interviews with key representatives of the market, reports and press releases of players, the official statistics of daily deal sites provided by several aggregators.
Average number of daily visitors – daily deal sites in January-February 2012
Along with the number of visitors, attendance is a key indicator of the number of views. The ratio of hits and the number of visitors reflects how many web pages are viewed by average one visitor, ie, “depth” study of the consumer of its content.
Average number of daily page views - daily deal sites January-February 2012
The Top 5 on the number of visitors and number of pages viewed coupon services are Biglion, Kupikupon, Groupon, Vigoda and Bigbuzzy. First place of the overall rankings on both measures is Biglion, second – Kupikupon, third – Groupon Russia. Bigbuzzy ahead of Vigoda by the number of visitors, but Vigoda has more views.
It is worth mentioning that the largest players in this market have an advantage because they possess the ability to offer consumers a greater number of deals with more favorable terms than itheir competitors, allowing further growth in sales.
The maximum number of cities covered by the coupon service is Myfant with 98. However the service provider is only in Russia. Kupikupon is covering Russia and the territory of Ukraine, Belarus, Kazakhstan, Estonia, Latvia and Lithuania. Kupikopon has around 71.7 million subscriber.
The most rapidly growing and relatively young service is Myfant. It managed in a short time to connect to its network a large number of cities. Also included in the top three are Funkyworld and Kupikupon with coefficients 4.96 and 4.46 of cities per month.
More information about the daily deal industry can be found here