CPG Brand Decision Influencers, Q1 2014 [CHART]

Millennial (18-34) shoppers are much more likely than the average adult to use smartphones to find CPG coupons (41% vs. 13%) and to report that smartphone apps featuring deals are a very strong influence on their brand decisions (25% vs. 7%), according to a new report from IRI. But while Millennials are clearly skilled at using their smartphones to save money, it turns out that they’re also more likely to have their brand decisions influenced by traditional tools such as in-store circulars and promotions. Source: IRi

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