Restaurants and cafés could help save the British high street in light of news that more than a fifth of the country's shops are set to close by 2018 as customers switch to internet shopping.
Independent hospitality businesses came out on top, according to the research, which found that recent news such as the horsemeat scandal meant that around one in 10 of (13%) those asked would choose to use them over chains.
But despite this a large majority feel there is room for improvement with 87% wanting to see their local high street upgraded with a better range of independent restaurants, cafes and shops to choose from (48%).
Value played a big part in the motivation of the consumers - 79% said they want to see more discounts and loyalty schemes - but efficient (79%) and personalised (61%) customer service was also very high on the agenda.
Commenting on the findings of the research Roy Blanga, Groupon UK managing director, said: "It's heartening to know that British shoppers still have a connection with their local high street and use independent shops and businesses for their everyday needs.
"However, to keep them coming back, continued investment is needed to modernise these areas and ensure they're appealing to shoppers. At the same time, business owners should also be thinking about how to make their offer stand out both on and offline to deliver better value and customer service. This two-pronged approach is vital if our high streets are to flourish."