Millennials’ Top Source of Coupons and Deals? The Newspaper

September 13, 2013

Valassis-Millennials-Top-Coupon-Deal-Sources-Sept2013Surprising results out from Valassis in its 6th Annual RedPlum Purse String Survey. Millennials (18-34) – those digitally-obsessed individuals – say that they most often get their savings from newspapers, with 51% indicating this to be the case. Newspapers edged out emails and coupon alerts (50%), internet searches (38%), the mail (33%), and in-store offers (25%) as a promotions source for this demographic, with some also turning to links from savings sites and blogs (23%), retail circulars (21%) and coupon books (20%).

Millennials are more likely than the general population to be turning to digital methods to obtain deals and coupons, though. For example, 27% claimed to have used more mobile coupons in the past year, versus 17% of respondents overall. Millennials were also more likely to say they’ve: accessed a coupon in an email on their smartphone (45% vs. 24%); accessed a coupon code on their smartphone (41% vs. 24%); compared deals on their smartphone (36% vs. 20%); and downloaded a coupon from their smartphone to a loyalty card (32% vs. 20%). Just can’t tear those young people away from their phones.

While the findings concerning promotions sources are somewhat counter-intuitive, Millennials’ propensity to share deals probably isn’t. This generation ranks as the most likely to share deals, with 9 in 10 saying they do so. Roughly 7 in 10 share via word-of-mouth (versus 56% of the total sample), 43% share via social media (versus 29%), and 30% text their deals (versus 19%).

About the Data: The 2013 RedPlum Purse String Survey is based on insights from more than 5,100 respondents. The survey was conducted on from June 20 through July 21.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This