Chart - Influence Of The Internet On CPG Brand Decisions By Generation

A slight majority of 18-34-year-olds shoppers download coupons from online sources, whether they be manufacturer websites (53%), retailer websites (53%), or couponing sites (55%), details SymphonyIRI in a new report. The study also finds that many Millennials research products online, though they’re nearly twice as likely to do so on websites (42%) than on blogs (23%) or social media (22%). In fact, they’re far more likely to leverage social media to get coupons (40%) than to research a product.

While the study finds that Millennials are slightly more likely to download coupons from couponing sites than from retailer or manufacturer websites, the opposite is true for other generations. Among 35-54-year-olds, 42% download them from manufacturer websites, while 40% do so from retailer websites, and 38% from couponing sites. Similarly, while the 55+ group as a whole is less likely to download coupons online, they seem to prefer using manufacturer (25%) websites to couponing sites (21%). Read the rest at MarketingCharts.