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Merchant circle merchant confidence index survey results

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New marketing trends data from MerchantCircle's 6th quarterly survey of small business owners across the U.S. reveals that Facebook Ads are gaining popularity among small businesses and provides new insights into the group deals market, including increased pressure on Groupon and LivingSocial from Facebook Deals and Google Offers.
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1 PROPRIETARY AND CONFIDENTIAL MerchantCircle “Merchant Confidence Index” Survey Results June 9, 2011 MerchantCircle, Inc. 800 W. El Camino Real Mountain View, CA 94070
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Page 1: Merchant circle merchant confidence index survey results

1 PROPRIETARY AND CONFIDENTIAL

MerchantCircle “Merchant Confidence Index” Survey Results

June 9, 2011

MerchantCircle, Inc. 800 W. El Camino Real

Mountain View, CA 94070

Page 2: Merchant circle merchant confidence index survey results

2 PROPRIETARY AND CONFIDENTIAL

Survey Methodology !   Fielded online April 30th, through June 6th, 2011

!   Invitation to participate sent via email to a random sample of 200,000 MerchantCircle members (out of a membership base of 1.6MM members)

!   Total responses: 4,942 –  78.2% of responses from merchants with 1-4 employees

–  12.5% of responses from merchants with 5-9 employees –  7.4% of responses from merchants with 10-49 employees

–  2.0% of responses from merchants with 50+ employees

!   No incentive was offered to complete the survey

!   By virtue of the survey methodology (delivered via email and fielded online), responses are expected to come from relatively more “internet-savvy” members

!   Merchant Confidence Index tracks track four key questions designed to synopsize the prevailing trends among local business owners. The overall index score is based upon a standardized five-level Likert scale.

© 2011 MerchantCircle

Page 3: Merchant circle merchant confidence index survey results

3 PROPRIETARY AND CONFIDENTIAL

State of the U.S. economy

How would you rate today’s economy compared to the past twelve months? (n=4,942)

© 2011 MerchantCircle

Page 4: Merchant circle merchant confidence index survey results

4 PROPRIETARY AND CONFIDENTIAL

Expectations for future revenue

How do you expect your sales revenues to change over the next three months? (n=4,942)

© 2011 MerchantCircle

Page 5: Merchant circle merchant confidence index survey results

5 PROPRIETARY AND CONFIDENTIAL

Marketing expenditures

How do you expect your marketing/advertising expenditures to change over the next three months? (n=4,170)

© 2011 MerchantCircle

Page 6: Merchant circle merchant confidence index survey results

6 PROPRIETARY AND CONFIDENTIAL

Hiring expectations

How do you expect your company’s headcount to change over the next three months? (n=4,942)

© 2011 MerchantCircle

Page 7: Merchant circle merchant confidence index survey results

7 PROPRIETARY AND CONFIDENTIAL

Merchant Confidence Index Calculation

© 2011 MerchantCircle

Question Average Response

Score (on 1-5 Likert scale)

Normalized Score (on a 100-point

scale)

Change vs. Q1 2011 Score

Change vs. Q2 2010 Score

How would you rate today’s economy compared to twelve months ago?

2.86 14.3 -4.7% +2.9%

How do you expect your sales revenues to change over the next three months?

3.54 17.7 +0.6% +7.3%

How do you expect your marketing/advertising expenditures to change over the next three months?

3.11 15.6 +0.1% +2.6%

How do you expect your company’s headcount to change over the next three months?

3.12 15.6 -0.6% +2.6%

Merchant Confidence Index Score 63.2 -0.6% +4.0%

Page 8: Merchant circle merchant confidence index survey results

8 PROPRIETARY AND CONFIDENTIAL

Marketing budget

What is your annual ad/marketing budget? (n=4,170)

© 2011 MerchantCircle

Page 9: Merchant circle merchant confidence index survey results

9 PROPRIETARY AND CONFIDENTIAL

Adoption of specific online marketing services Percent answering yes to the following question: “Are you promoting

your business with the following websites/services?” (n=4,170)

© 2011 MerchantCircle

Page 10: Merchant circle merchant confidence index survey results

10 PROPRIETARY AND CONFIDENTIAL

Most effective marketing channels

Select the top THREE most effective marketing or advertising methods your business uses or has used. (n=4,170)

© 2011 MerchantCircle

Page 11: Merchant circle merchant confidence index survey results

11 PROPRIETARY AND CONFIDENTIAL

Adoption and repeat usage of Facebook Ads

Have you used Facebook ads? (n=4,162)

© 2011 MerchantCircle

Would you used Facebook ads again? (n=911)

Page 12: Merchant circle merchant confidence index survey results

12 PROPRIETARY AND CONFIDENTIAL

Perception of Facebook Ads amongst users

© 2011 MerchantCircle

Why would you use Facebook ads again? (n=591)

Why wouldn’t you use Facebook ads again? (n=320)

Page 13: Merchant circle merchant confidence index survey results

13 PROPRIETARY AND CONFIDENTIAL

Adoption and repeat usage of daily deals sites

Have you offered a daily deal with a group buying site? (n=4,133)

© 2011 MerchantCircle

Would you offer a daily deal with a group buying site again? (n=388)

Page 14: Merchant circle merchant confidence index survey results

14 PROPRIETARY AND CONFIDENTIAL

Perception of Daily Deals sites amongst users

© 2011 MerchantCircle

What did you like about offering a daily deal? (n=299)

Why wouldn’t you offer a daily deal again? (n=89)

Page 15: Merchant circle merchant confidence index survey results

15 PROPRIETARY AND CONFIDENTIAL

Perception of Facebook Deals and Google Offers

© 2011 MerchantCircle

Why would you choose Facebook Deals over Google Offers, Groupon or

LivingSocial? (n=1,383)

Why would you choose Google Offers over Facebook Deals, Groupon or

LivingSocial? (n=1,260)

Page 16: Merchant circle merchant confidence index survey results

16 PROPRIETARY AND CONFIDENTIAL

Awareness of group buying sites

How did you find out about the group buying site you used (n=366)?

© 2011 MerchantCircle

Page 17: Merchant circle merchant confidence index survey results

17 PROPRIETARY AND CONFIDENTIAL

Tablet adoption

Do you use a tablet device for your business (e.g., iPad)? (n=3,786)

© 2011 MerchantCircle

Page 18: Merchant circle merchant confidence index survey results

18 PROPRIETARY AND CONFIDENTIAL

Smartphone adoption amongst local business owners

Which of the following devices do you use for your business? (n=3,710)

© 2011 MerchantCircle

Page 19: Merchant circle merchant confidence index survey results

19 PROPRIETARY AND CONFIDENTIAL

Respondent Profiles

Page 20: Merchant circle merchant confidence index survey results

20 PROPRIETARY AND CONFIDENTIAL

Size of business

How many people does your business employ?

© 2011 MerchantCircle

Page 21: Merchant circle merchant confidence index survey results

21 PROPRIETARY AND CONFIDENTIAL

Business categories

Which single business category best describes your business?

© 2011 MerchantCircle


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