Coupon Users, Young and Old, Prefer Print Sources
March 6, 2014 -- The latest data from marketing service provider Valassis reveals that traditional print formats (newspapers, inserts and direct mail) remain the preferred sources of grocery and drugstore coupons, especially among Millennials (ages 18-36).
As reported by Marketing Charts, the 2K14 Shopper Marketing Report finds that while younger adult consumers "are more likely than the average coupon user to prefer receiving online and mobile coupons, they’re equally as receptive to newspaper coupons." In fact, Millennials are "the only generation to rank mail as their preferred source of coupons."
Millennials' preferred source for coupons:
Mail (61%, versus the 51% overall average of all generations)
Newspapers (52%, equal to the overall average)
Internet: download (47%, versus the 30% average)
Internet: print at home (42%, versus the 34% average)
Smartphones (39%, versus the 20% average)
Unsurprisingly, Millennials are heavy digital coupon users too. Among coupon users who search for them online (more than 8 in 10 respondents), Millennials are the most likely generation to use daily deal sites, like Groupon and LivingSocial, and to use coupons found on social media.
About: The Valassis Shopper Marketing Report was fielded in August of 2013 in conjunction with market research firm Ipsos. The sample was derived from an online consumer opinion panel, and all participants were at least 18 years of age and living in the contiguous U.S. The online survey was closed once 1,000 completed responses had been reached. The responses were weighted by factors obtained from national census data to provide appropriate representations of demographic groups at summary levels.
Source: Marketing Charts, Coupon Users – Even Young Ones – Still Prefer Print Sources, March 6, 2014.