The Top Coupon and Deal Source for Digitally Connected Millennials? The Newspaper
Newspapers
September 11, 2013 -- The results of the Sixth Annual RedPlum® Purse String Survey, that provides insight into Americans and their shopping behaviors, finds Millennials rely more heavily on print for savings than one might expect.
The survey finds newspapers to be the top source for coupons, promotions and deals for consumers across age groups and income levels -- and this holds true too for the digitally connected group of 18-34 year-olds, with 51% of Millennials declaring that print newspapers are their first choice for savings.
In addition to print newspapers, young adults rely on other print sources for deals, such as direct mail (33%) and retail circulars (21%).
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Millennials’ Top Sources for Promotions and Deals |
|
|
Source |
% Of Respondents (ages 18-34) |
|
Print newspapers |
51% |
|
Promotional emails and alerts |
50% |
|
Internet searches |
38% |
|
Direct mail |
33% |
|
In-store offers |
25% |
|
Savings sites and blogs |
23% |
|
Retail circulars |
21% |
|
Coupon books |
20% |
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The top five deal sources among all respondents are the newspaper; emails/coupon alerts; Internet searches; mailbox; and retail circulars.
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Millennials also lead the way for pursuing digital savings. Over the last year, 27% of Millennials say they are using more mobile coupons, compared to 17% of the overall findings.
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Not surprisingly, Millennials are heavier users of smartphones than the general population:
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45% accessed a coupon in an email on their smartphone (compared to 24% of all respondents)
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41% accessed a coupon code on their smartphone (versus 24%)
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36% compare deals online (versus 20%)
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32% have downloaded a coupon to a loyalty card (compared to 20%)
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Saving on groceries dominates across all respondents (78%) but even more for Millennials with 85%, followed by clothing and dining out.
"The RedPlum Purse String Survey results are somewhat counter intuitive from what you might expect based on what we know about millennials," Lisa Reynolds, Valassis Vice President of Consumer Engagement is quoted as saying. "While they are heavy digital users, this group also embraces tried and true methods for savings, as much as any other age group. Promotion sensitive, they are a true testament to the use of savings from both print and digital sources."
About: For the sixth year, RedPlum has conducted a savings survey to gain insight from today's shopper; learn more about their shopping behaviors; where consumers are looking for deals; what they are doing with their savings; and what influencers are driving their behaviors. The 2013 RedPlum Purse String Survey is based on insights from more than 5,100 respondents. The survey was conducted on redplum.com from June 20 through July 21.
Sources: Valassis news release, RedPlum Purse String Survey Reveals Greater Insight Into Millennial Purchase Behavior, Sept. 11, 2013, and, Marketing Charts, Millennials’ Top Source of Coupons and Deals? The Newspaper, Sept.13, 2013.
