Both Groupon and LivingSocial have been growing at great rates within the discount deal industry and as this growth has increased, differences have emerged in regards to their users' geographic, age, education demographics as well as how they market and advertise their products.
Groupon and LivingSocial Demographics
According to Nielsen ratings in March 2011, LivingSocial has a much higher percentage of visitors aged 21-34, whereas groupon had a larger percentage between 35-65. Another area that stood out was the education level, with 46% of LivingSocial visitors having a bachelor's degree or higher. Groupon had 39% and general internet users were only 25%.
Nielsen also found that visitors to both sites were similar in that nearly two-thirds were female and that their visitors were more likely to be affluent and better educated than the average internet user.
Groupon and LivingSocial Advertising
According to the report... "comScore analysis found that LivingSocial concentrated the majority (73%) of its display ads on the top five US Web properties, particularly Yahoo and MSN where the ads run mainly in email and news. The rest of the ads ran throughout the web. Groupon, however, ran only 31% of its ads on top publishers' sites, spreading the majority (69%) around on mid-tier and more obscure sites.
Another strategic difference between the two providers, comScore noted, is that more than half (56%) of Groupon's offers were for restaurants, while the hefty portion of LivingSocial’s deals (41%) were for books and magazines."
Groupon and LivingSocial... What is Your Take?
Do you feel these numbers make sense? Do you like one over the other?