Why People Share Their Mobile Location With Businesses By Generation, January 2014 [CHART]

Millennials were highlighted as a key segment for brand loyalty programs, with 68% of 20- to 34-year-olds saying they would change where they shopped if it meant getting more program rewards and one-third reporting buying something they didn’t need or want just to earn points or increase membership status.

Based on a January 2014 study conducted by Thrive Analytics and Local Search Association, millennials are more likely in general to interact with companies in order to receive deals and rewards. When asked why they shared their location with businesses, 71% of US smartphone users ages 18 to 29 said they did so in order to get offers and deals, and 67% cited gaining loyalty points or rewards. Both percentages were higher than those from any other age group. Read the rest at eMarketer.