SOURCE: Capitol Communicator

Capitol Communicator

September 16, 2011 12:18 ET

Consumers in the Baltimore and Washington, DC Markets Exploring Online Daily Deals and Engaging With Companies Through Social Media

The Capitol Communicator/WB&A Market Research Poll Explores the Impact of Emerging Online Content on Consumer Behavior

FALLS CHURCH, VA--(Marketwire - Sep 16, 2011) - Consumers in the Baltimore and Washington, DC areas are using daily deal websites such as Groupon and Living Social and engaging with user-generated product and service review sites like Yelp in ways that impact their purchasing decisions. The Capitol Communicator/WB&A Market Research Poll, a study sponsored by branding and marketing communications agency ZilYen, queries consumers on their behavior across a range of online activities from exploring daily deal websites to following companies on Facebook and Twitter to scanning QR codes with smartphones for product and service information.

According to the July/August study of 836 households, about a quarter of respondents said they purchased online coupons through a daily deal website in the past two months (Baltimore 24%, Washington 30%). Slightly more Washington, DC area residents bought a daily deal coupon for a merchant they had not tried before (25%), than for merchants they had made a previous purchase from (21%), whereas a similar proportion of Baltimore area residents purchased these daily deal coupons both for merchants they are trying for the first time and for merchants they had experience with in the past (17% vs. 16%).

Baltimore and Washington, DC area residents are also using the growing reach of Social Media to follow and gain information on companies through Facebook and Twitter. In fact, about a third of residents in both areas "friend" or "like" companies on Facebook (Baltimore 34%, Washington, DC 32%), while almost one in ten "follow" or "tag" companies on Twitter (Baltimore 7%, Washington, DC 9%).

"There is so much online data available that consumers can quickly get information overload when researching a purchase," says Steve Markenson, President of WB&A Market Research, "so our study provides some insights to help marketers and communicators develop the most effective strategies."

Other findings from the study available at www.WBandA.com are:

  • More than half of residents said that user-generated online reviews have impacted a purchasing decision in the past 6 months (Baltimore 57%, Washington, DC 59%). However, a smaller proportion of residents are actually posting reviews themselves (Baltimore 42%, Washington, DC 33%).
  • There is higher overall smartphone ownership in Washington than Baltimore (58% vs. 42%), with more Washingtonians scanning a QR code for additional information or discounts on products/services (23% vs. 17%).
  • More Baltimore area residents (59%) would be impacted by an online tax as compared to half of Washington, DC area residents (50%).

"With this snapshot of consumer behavior in Baltimore and Washington we are helping marketers and communicators find the hot buttons of their audiences and ways to reach them," says Paul Duning, co-founder of Capitol Communicator. "It will be interesting to see how this data changes over time."

About The Capitol Communicator/WB&A Market Research Poll
Sponsored by branding and marketing communications agency ZilYen (www.zilyen.com/), The Capitol Communicator/WB&A Market Research Poll is a quarterly study of consumers in the Baltimore and Washington, DC markets on topics of interest to the communications industry.

About Capitol Communicator
Capitol Communicator (www.capitolcommunicator.com/) is the hub for Greater Washington's communications industry with 50,000 unique visitors each year. The online resource attracts professionals in the media, marketing, advertising, PR, multimedia and related disciplines by giving them an online platform for interaction, news, job listings, and educational and networking events that helps them succeed.

About WB&A Market Research
Since 1987, Crofton, MD-based WB&A Market Research has served diverse clients throughout the research process; from questionnaire design through data collection, to analysis and reporting in order to provide meaningful information to enhance organizational performance.

Contact Information

  • Contact:
    Steve Stern
    WB&A Market Research
    Email Contact
    240-997-2728