Commentary
WTF? Millennials Still Use Print Media? Yes, It's True!
- by Richard Whitman , Columnist, March 24, 2016
A recent study from Quad/Graphics entitled Millennials: An Emerging Consumer Powerhouse, found 90% of Millennials use coupons (digital and other) while shopping and over 50% use good, old-fashioned coupons received via U.S. Mail or in a newspaper or magazine.
The same study found that 54% of Millennials find printed retail catalogs received through the mail an important element of their shopping experience. 72% of these Millennials use retail inserts to price compare. Millennials were also found to be more likely than the average American to consume content in printed media for information on food, nutrition, fashion, beauty, celebrity news, entertainment and health and fitness.
And so when you Millennial account managers and Millennial creatives are working on a campaign targeting Millennials, don't forget old-school media. Apparently, you still love it! Just remember, the study was conducted by a company whose mission is to "deliver high performance solutions that help you capitalize on the power of print to drive success across all media channels." No bias there at all.
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Rumor has it that millennials also read a fair number of magazines and check out their local newspaper websites from time to time.
The study was conducted by a third party, Marshall Marketing, which has provided research to the media industry for over 30 years. Marshall monitors change both on local and national levels, and conducts annual surveys in over 130 markets to profile consumer behavior, demographics, communications, sociodynamics and life-cycle characteristics of selected product/service categories on a market-specific and national basis. The study methodology is outlined in the report, and provides actionable consumer insights.