US Millennials Emerging as Heavy Coupon Users - eMarketer

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US Millennials Emerging as Heavy Coupon Users

They’re also willing to search nontraditional sites like social media in order to find deals

April 8, 2016

Millennials in the US are increasingly interested in mobile coupons. Nearly half of millennial coupon users in the US used more mobile coupons in Q3 2015 than a year earlier, according to Valassis. Almost half (45%) used more paperless discounts versus 30% of all US coupon users.

Change in Coupon Use Among US Coupon Users, by Generation, Q3 2015 (% of respondents of each group)

While about a third of millennial coupon users say they increased their paper coupon usage—those that come in the mail, as well as those that come in newspaper coupon books—the largest growth came in paperless discounts, or those received on smartphones or other mobile devices.

That trend bears out across the Gen X and baby boomer demographics, albeit at slightly lower rates of increased usage. But when it comes to websites used by US internet users to search for coupons, generational divides come into focus.

Websites Used by US Internet Users to Search for Coupons, by Generation, Q3 2015 (% of respondents of each group)

Nearly two-thirds (63%) of millennial internet users, for example, searched social networks for coupons in Q3 2015. Just 17% of baby boomers did. Millennials were also far more likely to follow links from saving sites and blogs.

Baby boomers and Gen Xers were more likely to use traditional sources to search for coupons—retailer sites, coupon sites, etc. And while 69% of millennials said they also used retailer sites, it’s clear that not only are US millennials interested in coupon opportunities, but they’re willing to search for them in nontraditional places.

eMarketer estimates that there are 121.3 million digital coupon users in the US. That number will climb to 127.5 in 2016, a growth rate of 5.2%.

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