Marketers, take note; Millennials share more coupons and deals than any other age group, according to the sixth annual RedPlum Purse String Survey by Valassis Communications. “The 18-34 group knows a good deal when they see one—and 9 out of 10 share their great find—via word of mouth, socially and texting,” writes Valassis.
Millennials are about 10 percent more likely than other adults to share coupons via social media or text. They also share more deals via word of mouth (71 percent versus 56 percent).
“Millennials are just as highly promotion sensitive as their older counterparts,” Lisa Reynolds blogs for Valassis. “What is most surprising is that Millennials use many of the same sources to get coupons and deals.” In fact, Millennials are just as likely to clip a physical coupon as they are to use coupons via email (45 percent)—even edging out the over-40 set with coupon clipping.
The results show that there’s no single way to reach Millennials. Reynolds suggests engaging them from multiple angles, online and offline, print, digital and social.