Nearly 90 percent of millennials use coupons for purchases such as food, household products, and over-the-counter medications, says a report by Livonia-based Valassis, a marketing company.
"Marketing to millennials is not a one-size-fits-all effort," says Curtis Tingle, chief marketing officer for Valassis. "By considering the various life stages within this segment of shoppers, marketers will be better equipped to target and activate them as they make purchase decisions."
Tingle says across generations, about 90 percent of survey respondents say they use coupons, with the majority using paper coupons. Print coupons, from the newspaper and mail, are preferred by 46 percent of respondents, with the Internet and downloadable coupons onto loyalty cards following closely behind.
Millennials, defined as people born between 1980 and the mid-2000s, are more likely to use paperless coupons than Generation Xers (those born immediately after the baby boomer generation) or baby boomers.
The report also looked at millennials with children and found they are more likely than any group to search the Internet to find coupons. They are 15 percent more likely to visit coupon websites than all consumers.
To view the 2015 Valassis Coupon Intelligence Report, click here.