Millennials Embrace Mobile Apps for Holiday Shopping

Wanderful Media’s annual survey reveals latest mobile habits amongst holiday shoppers

Millennials Embrace Mobile Apps for Holiday ShoppingLOS GATOS, Calif. – November 17, 2015 – Wanderful Media™, the company behind the Find&Save® cash back shopping app, today released its 2015 Annual Holiday Shopping Survey. The findings feature insights on the role mobile plays in holiday shopping, and specifically for millennial shoppers.

Of the millennial holiday shoppers, 92% said they use their mobile phones while shopping, compared to 73% of all shoppers who were surveyed. All shoppers, including millennials, primarily use mobile to find deals, coupons and/or promo codes for stores nearby; compare prices from other stores or online; and find store locations.

The survey also found mobile shopping apps are popular, since 78% of millennials said they are willing to use shopping apps this holiday season – compared to 67% of all shoppers surveyed.

More than 80% of millennial holiday shoppers said they are interested in mobile app notifications on holiday sales, while about 65% of all surveyed either receive – or would consider signing up to receive – mobile alerts on the latest deals.

While 57% of all surveyed prefer to shop alone, millennials are 94% more likely than all others to shop with friends or family members.

Other key findings include:

Most shoppers are willing to submit receipts for rebates

About 72% of all the shoppers surveyed, and 79% of millennials, would be motivated to take a photo of their receipts with a mobile phone and submit it for a rebate of $10 or less.

For a rebate of $5 or less, 56% of all shoppers, and 64% of millennials, would take a photo of their receipts.

About 10% of all surveyed said they would not take a photo of their receipt and submit it for a rebate, while only 2% of millennials shoppers said they wouldn’t.

Holiday spending is lower among millennials

Nearly half (49%) of shoppers surveyed plan to spend at least $500 on holiday shopping this year, while closer to one-third (36%) of millennials plan to spend at least $500.

Significant difference on where millennials look for holiday sales

While all holiday shoppers surveyed said newspaper circulars (weekly ads bundled in a newspaper) are the best source of information for finding holiday sales, millennial shoppers ranked newspapers much lower and said emails from stores are the best source.

All Holiday Shoppers:

  1. Newspaper circulars (weekly ads bundled in a newspaper)
  2. Emails from stores
  3. Ads delivered by mail
  4. Television commercials
  5. Websites or apps that show sales from multiple retailers
  6. Friends, word of mouth
  7. Online store circulars
  8. Individual retailer websites or apps
  9. Social media (Facebook, Twitter…)

Millennial Holiday Shoppers:

  1. Emails from stores
  2. Websites or apps that show sales from multiple retailers
  3. Social media (Facebook, Twitter…)
  4. Individual retailer websites or apps
  5. Friends, word of mouth
  6. Ads delivered by mail
  7. TIE: Online store circulars
  8. TIE: Television commercials
  9. Newspaper circulars (weekly ads bundled in a newspaper)

“The results from our annual holiday shopping survey are aligned with what we are seeing from shoppers using the Find&Save app to get cash back and find deals at stores nearby,” said Ben T. Smith, IV, CEO of Wanderful Media. “Last month we already saw a 18x jump in receipt submissions for cash back, compared to what we saw during the holiday season last year. We expect that number to surge this month and next, with a steady upturn in 2016 and beyond as shoppers increasingly turn to their mobile devices when deciding where and when to shop.”

About the survey

Provided opinion data is based on an AYTM.com – Ask Your Target Market survey of 1000 Americans aged 18+ who plan to spend at least $100 on holiday shopping this year. The survey was balanced by age and income level, according to US Census, and completed on November 10, 2015. You can access the full stats report here: aytm.com/stats/BF2015.

About Find&Save

Find&Save - Find sales and get cash back

The Find&Save app gives shoppers cash back for shopping in stores – a must-have this holiday season. Shoppers just take a photo of their receipts with their phone, and submit it for cash. They can also get the latest coupons and view weekly ads based on their current location.

Find&Save is a free app available in the App Store for iPhone and on Google Play for Android. For more info and to get the app, go to: findnsave.com/getapp

About Wanderful Media

Wanderful Media, a retail-focused mobile media company owns and operates Find&Save, CoffeeTable, the Wanderful Mobile Network and the Wanderful Regional Network.

Wanderful Media is an independent company financed by Advance Digital, A. H. Belo Corporation, Community Newspaper Holdings Inc., Cox Media Group, The E. W. Scripps Company, Gannett Co., Inc., GateHouse Media, Inc., Graham Holdings Co., Hearst Corporation, Lee Enterprises, MediaNews Group and The McClatchy Company.

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For survey infographics and other media assets, please view here.

Press Contact: Libra White, lwhite@wanderful.com