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The Millennial Shopping Report | CouponFollow | Winter 2019
Over the past decade, Millennials—those born
between 1982 and 1996—have become a
dominant cultural force and the source of much
debate. The largest generation in American
history, Millennials spend nearly $600 billion each
year—a figure that is expected to rise to $1.4
trillion by 2020.
INTRODUCTION
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.
The Millennial Shopping Report 2019 | CouponFollow
METHODOLOGYFor 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 an
annual 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 Millennial Shopping Report 2019 | CouponFollow
The majority of Millennials now
do most of their shopping
online—a 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.
1
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
The Millennial Shopping Report 2019 | CouponFollow
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.
2
Amazon owns the Millennial generation and dominates spend in all categories.
3
Coupons have become central to the online shopping experience.
4
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.
The Millennial Shopping Report 2019 | CouponFollow
47%
53%
60%
40%
Online Offline
Where Do Millennials Shop: 2017 vs. 2019
2017 2019
Older Millennials—those between the ages of 32-37—are 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.
The Millennial Shopping Report 2019 | CouponFollow
39% 38%43%
61% 62%57%
22 to 26 27 to 31 32 to 37
Shopping Behavior By Age Group
Offline Online
Mobile has increased in popularity by 20% since 2017 and is now the leading platform for online purchases amongst Millennials.
The Millennial Shopping Report 2019 | CouponFollow
53%
31%
16%
40%
24%
36%
In-store (i.e., brick andmortar)
On a computer (i.e., desktopor laptop computer)
On a mobile device (i.e.,phone or tablet)
Mobile Growth
2017 2019
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.
The Millennial Shopping Report 2019 | CouponFollow
42%
17%
41%38%
31% 31%
In-store (i.e., brick andmortar)
On a computer (i.e., desktopor laptop computer)
On a mobile device (i.e.,phone or tablet)
Gender And Purchasing Platforms
Female Male
From search and discovery to check-out and delivery, 39% of Millennials are interested in shopping entirely digital—up nearly 10% since 2017.
18%
6%
31%
15%
30%
13%
8%
22%18%
39%
Browse in-storeand purchase in-
store
Browse in-storebut purchase
online
Browse online andin-store but
purchase in-store
Browse online andin-store but
purchase online
Browse online andpurchase 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 AN ONLINE 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.
The Millennial Shopping Report 2019 | CouponFollow
I don't shop on Amazon at all.
3%
Some portion of my online retail
shopping is done via Amazon.
97%
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.
The Millennial Shopping Report 2019 | CouponFollow
3%
17% 16%14%
16%
30%
4%
I don't shopon Amazon
at all.
20% 40% 50% 60% 80% All of myonline retailpurchases
are made onAmazon.
The Amazon Influence
Both a product’s price point and its reviews are the greatest factors for Millennial shoppers on Amazon—with the generation evenly split between which of the two is most important (43 vs. 41%, respectively).
The Millennial Shopping Report 2019 | CouponFollow
43%
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.
The Millennial Shopping Report 2019 | CouponFollow
I use a voice assistant when shopping (eg. searching for
products, product reviews,
etc.).45%
I don't use a voice assistant
for any shopping activity
55%
Voice-Assisted Shopping
Google’s Assistant is the preferred voice assistant for shopping-related activities amongst Millennials. Apple’s Siri and Amazon’s Alexa follow closely behind.
The Millennial Shopping Report 2019 | CouponFollow
24%
19%
18%
5%
0% 5% 10% 15% 20% 25%
Google's Assistant
Apple's Siri
Amazon's Alexa
Microsoft's Cortana
Voice Assistant Popularity
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
45%42%
10%
4%
I don't have a smartspeaker or voicecontrolled device
I have a voicedevice, but didn't
make any purchases
I made onepurchase
I made more thanone purchase
Shopping With Smart Speakers
90% of Millennials are familiar with cryptocurrency. Only 10% don’t know what it is.
The Millennial Shopping Report 2019 | CouponFollow
I don’t know what cryptocurrency is.
10%
I am familiar with cryptocurrency.
90%
Cryptocurrency Awareness
While 22% of Millennials made a retail purchase using Cryptocurrency in 2018, only 6% of made a significant number (6+) of purchases.
The Millennial Shopping Report 2019 | CouponFollow
78%
7% 9%4% 2%
None Just 1 2 - 5 6 - 10 More than 10
Cryptocurrency Adoption In 2018
28% of Millennial males make purchases using cryptocurrency, 13% more than Millennial females.
The Millennial Shopping Report 2019 | CouponFollow
14%
70%
6% 7%3%
5%
66%
14%10%
5%
I don't know whatcryptocurrency is
No, I don't usecryptocurrency tomake purchases
Yes, but veryrarely
Yes, I use it onoccasion
Yes, I use itwheneverpossible
Cryptocurrency Gender And Usage
Female Male
The Millennial Shopping Report 2019 | CouponFollow
24% OF MILLENNIALS AGED 26 OR YOUNGER USE CRYPTOCURRENCY COMPARED TO 16% OF
MILLENNIALS AGED 32 OR OLDER.
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.
The Millennial Shopping Report 2019 | CouponFollow
65%62%
35%
When shopping online (i.e.,computer)
When shopping on a mobiledevice (i.e., phone or tablet)
When shopping in-store (i.e.,brick and mortar)
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.
There's 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 coupons—a 10% increase over the past 18 months.
The Millennial Shopping Report 2019 | CouponFollow
11%
5%
12%
27% 27%
18%
5%
9% 9%
21%
32%
24%
I don't searchfor coupons
I use softwareto search for
couponsautomatically
Less than oneminute
One to threeminutes
Three to fiveminutes
More thanfive minutes
Duration Of Search
2017 2019
The percentage of Millennials who use software and/or online tools to automate couponing on the Internet has almost doubled since 2017.
The Millennial Shopping Report 2019 | CouponFollow
11%
5%5%
9%
I don't search for coupons. I use software to automatically search forcoupons.
Saving With Software
2017 2019
Digital tools, such as browser extensions, that allow users to save money while shopping online have become increasingly popular. 44% of Millennials “sometimes” or “often” utilize such tools, compared to just 21% in 2017.
The Millennial Shopping Report 2019 | CouponFollow
13% 14%
7%
17%
28%
16%
Rarely Sometimes Often
Money-Saving Tools And Extensions
2017 2019
The Millennial Shopping Report 2019 | CouponFollow
95% OF MILLENNIALS SEARCH FOR A COUPON BEFORE MAKING A PURCHASE AND ARE
WILLING TO SPEND MORE TIME DOING SO.
70% of Millennials follow brands on social media – a 30% increase from 2017.
The Millennial Shopping Report 2019 | CouponFollow
43%
57%
30%
70%
I do not follow brands on social media. I follow brands on social media.
Social Media Following
2017 2019
Of the 70% of Millennials who do follow brands on social media, more than half do so to receive cost-saving offers and incentives.
The Millennial Shopping Report 2019 | CouponFollow
54%
41%
6%
Get early access to the bestdeals and discounts
Learn about the latest trendsand products
Participate in their community
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.
The Millennial Shopping Report 2019 | CouponFollow
54%
23%
12%
10%
2%
Mobile app
Text message
Postal mail
Chatbot
Delivery Of Discounts
The Millennial Shopping Report 2019 | CouponFollow
73% OF MILLENNIALS WOULD TRY A PRODUCT FROM A COMPETITOR OF THEIR FAVORITE
BRAND FOR A 20-40% DISCOUNT
With online shopping finally surpassing brick-
and-mortar in popularity and mobile
transactions at a record high, it’s 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
shoppers—the 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: www.couponfollow.com
The Millennial Shopping Report 2019 | CouponFollow
Michael Parrish DuDellChief Strategy Officer
Named “one of nation’s leading Millennial voices” by
IBM, Michael is a noted industry expert and media
commentator.
Marc MezzaccaFounder
A trailblazer in the online coupon space, Marc has been
helping consumers save money for over a decade.
Pierre WooldridgeHead of Product
Recognized for his ability to design and build celebrated products, Pierre’s work has
garnered international praise.
TEAM
The Millennial Shopping Report 2019 | CouponFollow