More than 50 percent of millennials say their coupon usage has increased this past year, higher than all other consumer age groups, says Livonia-based Valassis.
Also according to the Shopper Marketing Report, millenials are more likely than other generations to combine online and print coupons or manufacturer and store coupons and require up to one-third higher coupon value to engage.
“These results highlight the need for considering multiple touch points to deliver the right message using the right blend of print, digital and in-store media,” said Lisa Reynolds, vice president of brand strategy and campaign solutions at Valassis. “With a holistic view of the consumer, marketers can best identify their target audience and optimal ways to reach and activate them along their path to purchase.”
The report also found that while 85 percent of shoppers who use coupons search for those promotions online, most people prefer to re receive their coupons via newspaper or mail.
To read the full report, click here.
