A slight majority of 18-34-year-olds shoppers download coupons from online sources, whether they be manufacturer websites (53%), retailer websites (53%), or couponing sites (55%), details SymphonyIRI in a new report. The study also finds that many Millennials research products online, though they’re nearly twice as likely to do so on websites (42%) than on blogs (23%) or social media (22%). In fact, they’re far more likely to leverage social media to get coupons (40%) than to research a product.
While the study finds that Millennials are slightly more likely to download coupons from couponing sites than from retailer or manufacturer websites, the opposite is true for other generations. Among 35-54-year-olds, 42% download them from manufacturer websites, while 40% do so from retailer websites, and 38% from couponing sites. Similarly, while the 55+ group as a whole is less likely to download coupons online, they seem to prefer using manufacturer (25%) websites to couponing sites (21%).
The study also reveals that very few respondents aged 55 and older use social media sources to either get coupons (4%) or research products (2%). While that could be a function of lower overall adoption of social media, it may not be necessarily completely attributable to that. In a recent survey, Pew found that among internet users, about half of 50-64-year-olds and one-third of those 65 and older reported using a social networking site. (For reference, Pew also found in April 2012 that close to three-quarters of 50-64-year-olds were online, as were 53% of those 65 and older.)
About the Data: The SymphonyIRI MarketPulse survey was conducted in Q4 2012.