More than a quarter of millennials (26 percent) have faked a birthday when signing up for an email newsletter in order to get a discount, according to new research from Mindshare North America. That
number drops to 17 percent when looking at the total adult population. The survey also revealed that while shopping on an e-commerce site, 47 percent of millennials (versus 37 percent of total
adults) will abandon a shopping cart intending to trigger an email with a discount code.
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