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,Millennial Shopping Report 2019,INTRODUCTION,Over the past decade, Millennialsthose born between 1982 and 1996have become a dominant cultural force and the source of much debate. The largest generation in American history, Millennials spend nearly $600 billion each yeara figure that is expected to rise to $1.4 trillion by 2020.In this report, we examine the shopping, spending, and saving habits of American Millennials and explore how these behaviors are impacting the evolution of commerce and the future of retail.,METHODOLOGY,The Millennial Shopping Report 2019 | CouponFollow,For this report, we polled 1,002 Millennials between the ages of 22-37 from all over the United States.Representing a broad economic scope, with anannual household income ranging from 0-$200,000+, participation was almost evenly split amongst Millennials who identify as male or female (53% and 47%, respectively).The data was collected in January of 2019.This report also features comparisons to our previous Millennial shopping report research done in 2017.,The majority of Millennials now do most of their shopping onlinea shift from our previous data, which suggested a preference for brick-and- mortar purchasing.Younger Millennials are even more likely to shop online (via desktop and/or mobile device) than brick-and-mortar compared to older Millennials.,Millennials now make more online purchases on mobile devices (i.e., phone and tablet) than on desktop computers.Overall, the data shows a dramatic 20% increase in mobile shopping over the last 18 months.,Two-thirds of Millennials make half or more of their purchases on Amazon, with nearly one-third making at least 4 out of 5 purchases on the retail platform.Reviews and prices are the two greatest factors when shopping on Amazon.,KEY TAKEAWAYS,Millennials search for discounts at a staggering rate when shopping online.95% of the generation say they search the Internet for coupons before an online transaction, with more than half (55%) estimating they spend 3 minutes or more looking for discounts and savings.,Online shopping has finally,surpassed brick- and-mortar in popularity.,Mobile has replaced desktop as the preferred online shopping platform.,12,Amazon owns the Millennial generation and dominates spend in all categories.,3,Coupons have become central to the online shopping experience.,4,The Millennial Shopping Report 2019 | CouponFollow,PART ONE:,Platform Preferences: Online Versus Offline Shopping,The Millennial Shopping Report 2019 | CouponFollow,Millennials now make the majority of their purchases online a deviation from previous findings, which suggested a lingering preference for brick-and-mortar shopping.,Online,Offline,Where Do Millennials Shop: 2017 vs. 201960%53%47%40%,20172019,The Millennial Shopping Report 2019 | CouponFollow,Older Millennialsthose between the ages of 32-37are more likely to shop at brick-and-mortar stores than their younger counterparts. However, even the oldest Millennials make the majority of their purchases online.,39%,38%,43%,61%,62%,57%,22 to 26,27 to 31,32 to 37,Shopping Behavior By Age Group,Offline,Online,The Millennial Shopping Report 2019 | CouponFollow,Mobile has increased in popularity by 20% since 2017 and is now the leading platform for online purchases amongst Millennials.,53%,31%,16%,40%,24%,36%,In-store (i.e., brick and mortar),On a mobile device (i.e., phone or tablet),Mobile Growth,On a computer (i.e., desktop or laptop computer)20172019,The Millennial Shopping Report 2019 | CouponFollow,While both genders show a strong preference for mobile shopping, Millennial females are 10% more likely to purchase on a mobile device, while males are 14% more likely to use a computer device.,42%,17%,41%,38%,31%,31%,In-store (i.e., brick and mortar),On a mobile device (i.e., phone or tablet),Gender And Purchasing Platforms,On a computer (i.e., desktop or laptop computer)FemaleMale,The Millennial Shopping Report 2019 | CouponFollow,From search and discovery to check-out and delivery, 39% of Millennials are interested in shopping entirely digitalup nearly 10% since 2017.,18%,6%,31%,15%,30%,13%,8%,22%,18%,39%,Browse in-store and purchase in- store,Browse in-store but purchase online,in-store but purchase in-store,Browse online and Browse online and Browse online and,in-store butpurchase online purchase online,All Digital, All The Time,2017,2019,The Millennial Shopping Report 2019 | CouponFollow,The Millennial Shopping Report 2019 | CouponFollow,79% OF MILLENNIALS BROWSE THE INTERNET BEFORE MAKING EITHER ANONLINE OR OFFLINE PURCHASING DECISION,PART TWO:,Consumer Behavior: Where, Why, and How Millennials Buy,The Millennial Shopping Report 2019 | CouponFollow,Amazon is the dominant retailer for Millennial shoppers, with 97% of the generation utilizing the platform for some portion of their online shopping.,I dont shop on Amazon at all.3%,Some portion of my online retail shopping is done via Amazon.97%,The Millennial Shopping Report 2019 | CouponFollow,Amazon And Millennials,Two-thirds of Millennials make at least 50% of their online retail purchases through Amazon; the top one-third (34%) use Amazon for 80% or more of their online shopping.,3%,The Millennial Shopping Report 2019 | CouponFollow,17%,16%,14%,16%,4%,I dont shop on Amazon at all.,20%,40%,50%,60%,80%,All of my online retail purchases are made on Amazon.,The Amazon Influence30%,Both a products price point and its reviews are the greatest factors for Millennial shoppers on Amazonwith the generation evenly split between which of the two is most important (43 vs. 41%, respectively).,43%,The Millennial Shopping Report 2019 | CouponFollow,41%,9%,4%,3%,By reading reviews,Best price / price comparison,Choose the Amazon recommended option,Top one listed in search,Other,Amazon Purchasing Factors,Most Millennials rarely use voice assistants to make purchases, however, such devices are beginning to play a significant role in product search and discovery.,I use a voice assistant when shopping (eg. searching for products, product reviews, etc.).45%,I dont use a voice assistant for any shopping activity55%,The Millennial Shopping Report 2019 | CouponFollow,Voice-Assisted Shopping,Googles Assistant is the preferred voice assistant for shopping-related activities amongst Millennials. Apples Siri and Amazons Alexa follow closely behind.,24%,The Millennial Shopping Report 2019 | CouponFollow,19%,18%,5%,0%,20%,25%,Googles Assistant,Apples Siri,Amazons Alexa,Microsofts Cortana,Voice Assistant Popularity5%10%15%,Smart Speakers are also underutilized as shopping tools. While 55% of Millennials own a smart speaker, less than 5% used one to make more than one purchase in 2018.,The Millennial Shopping Report 2019 | CouponFollow,10%,4%,I dont have a smart speaker or voice controlled device,I have a voice device, but didnt make any purchases,I made one purchase,I made more than one purchase,Shopping With Smart Speakers45%42%,90% of Millennials are familiar with cryptocurrency. Only10% dont know what it is.,I dont know whatcryptocurrency is.10%,I am familiar with cryptocurrency.90%,The Millennial Shopping Report 2019 | CouponFollow,Cryptocurrency Awareness,While 22% of Millennials made a retail purchase using Cryptocurrency in 2018, only 6% of made a significant number (6+) of purchases.,7%,The Millennial Shopping Report 2019 | CouponFollow,9%,4%,2%,None,Just 1,2 - 5,6 - 10,More than 10,Cryptocurrency Adoption In 201878%,28% of Millennial males make purchases usingcryptocurrency, 13% more than Millennial females.,14%,6%,7%,3%,5%,14%,10%,5%,I dont know whatNo, I dont use cryptocurrency is cryptocurrency tomake purchases,Yes, but very rarely,Yes, I use it whenever possible,Cryptocurrency Gender And Usage70%66%,Yes, I use it on occasionFemaleMale,The Millennial Shopping Report 2019 | CouponFollow,24% OF MILLENNIALS AGED 26 OR YOUNGER USE CRYPTOCURRENCY COMPARED TO 16% OF MILLENNIALS AGED 32 OR OLDER.,The Millennial Shopping Report 2019 | CouponFollow,PART THREE:,Spending and Saving: How Millennials are Rethinking Couponing,The Millennial Shopping Report 2019 | CouponFollow,65% of Millennials search the Internet for coupons when purchasing via a computer- 30% more than those who to search the Internet for coupons before making a brick-and- mortar purchase.,65%,62%,35%,When shopping online (i.e., computer),When shopping on a mobile When shopping in-store (i.e., device (i.e., phone or tablet)brick and mortar)The Millennial Shopping Report 2019 | CouponFollow,Coupon Clipping Preference,Expired or nonworking codes continue to be the single greatest pain point for Millennial shoppers.,The Millennial Shopping Report 2019 | CouponFollow,64%,17%,15%,4%,The offer has expired or link is broken. /The coupon codes rarely work.,I feel misled by the offer, and/or distrustthe results.,It takes too long to search for codes.,Theres too many coupon options.,Couponing Pain Points,Millennials are willing to spend more time looking for discounts, with more than half of Millennials (56%) spending three minutes or longer searching the Internet for couponsa 10% increase over the past 18 months.,11%,5%,18%,5%,9%,12%9%,27%27%21%,24%,for coupons,to search for coupons automatically,I dont search I use software Less than one,minute,One to three minutes,Three to five minutes,More than five minutes,Duration Of Search32%,20172019The Millennial Shopping Report 2019 | CouponFollow,The percentage of Millennials who use software and/or online tools to automate couponing on the Internet has almost doubled since 2017.,5%,5%,I dont search for coupons.,Saving With Software11%9%,I use software to automatically search for coupons.20172019,The Millennial Shopping Report 2019 | CouponFollow,Digital tools, such as browser extensions, that allow users to save money while shopping online have becomeincreasingly popular. 44% of Millennials “sometimes” or,13%,14%,7%,17%,16%,Rarely,Often,“often” utilize such tools, compared to just 21% in 2017.Money-Saving Tools And Extensions28%,Sometimes 20172019,The Millennial Shopping Report 2019 | CouponFollow,The Millennial Shopping Report 2019 | CouponFollow,95% OF MILLENNIALS SEARCH FOR A COUPON BEFORE MAKING APURCHASE ANDARE WILLING TO SPEND MORETIME DOING SO.,70% of Millennials follow brands on social media a 30% increase from 2017.,Social Media Following70%57%43%30%,I do not follow brands on social media.I follow brands on social media.20172019,The Millennial Shopping Report 2019 | CouponFollow,Of the 70% of Millennials who do follow brands on social media, more than half do so to receive cost-saving offers and incentives.,54%,The Millennial Shopping Report 2019 | CouponFollow,41%,6%,Get early access to the best deals and discounts,Learn about the latest trends Participate in their community and products,Saving Through Social,While mobile shopping as experienced a surge in the past 18 months, the majority of Millennials still prefer to receive coupons via email.,54%,23%,12%,10%,Email,Mobile app,Text message,Postal mail,Chatbot2%The Millennial Shopping Report 2019 | CouponFollow,Delivery Of Discounts,73% OF MILLENNIALS WOULD TRY A PRODUCT FROM A COMPETITOR OF THEIR FAVORITE BRAND FOR A 20-40% DISCOUNT,The Millennial Shopping Report 2019 | CouponFollow,With online shopping finally surpassing brick- and-mortar in popularity and mobiletransactions at a record high, its clear that Millennials are moving towards an entirely digital shopping experience.Retailers, like Amazon, recognize that they can earn market share and mindshare by embracing a few core principles: speed, convenience, and savings.Our data suggests that Millennials have evolved to become fully empowered shoppersthe result of which has created a consumer who sees discounting not as a perk but as an expectation that brands must fulfill throughout the customer journey.,The Millennial Shopping Report 2019 | CouponFollow,FINAL THOUGHTS,CouponFollow is a real-time coupon code search engine and directory that helps millions of consumers save money each month.Started in 2009 by Marc Mezzacca, CouponFollow scours the Internet for the latest discounts and offers, delivering them to a global audience of engaged shoppers on the web and through their browser extension Cently.Learn more at: couponfollow,The Millennial Shopping Report 2019 | CouponFollow,Michael Parrish DuDellChief Strategy OfficerNamed “one of nations leading Millennial voices” by IBM, Michael is a noted industry expert and media commentator.,Marc MezzaccaFounderA trailblazer in the online coupon space, Marc has been helping consumers save money for over a decade.,Pierre WooldridgeHead of ProductRecognized for his ability to design and build celebrated products, Pierres work has garnered international praise.,TEAM,The Millennial Shopping Report 2019 | CouponFollow,Millennial Shopping Report 2019,couponfollow/research,
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