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26% of Millennials Have Faked a Birthday When Opting Into Email List

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.

Read the whole story at Direct Marketing News »

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