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<h1 class="title"><a title="Permalink to Study Says Digital Coupons Aren’t Replacing Paper" href="http://couponsinthenews.com/2017/11/09/study-says-digital-coupons-arent-replacing-paper/" rel="bookmark">Study Says Digital Coupons Aren’t Replacing Paper</a></h1>
<p>November 9, 2017 in <a href="http://couponsinthenews.com/category/coupons-in-the-news/" rel="category tag">Coupons In The News</a></div>
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<p><img class="alignnone  wp-image-36863" src="https://i0.wp.com/couponsinthenews.com/wp-content/uploads/2017/10/5477619423_5dc049f19b_b_coupons.jpg?resize=564%2C375" alt="" width="564" height="375" /></p>
<p>Oh, these kids today, with their phones and computers – they’re cutting cords, shopping online and reading news on the internet instead of in the local newspaper.</p>
<p>So naturally, these digitally-savvy young adults are also shunning paper coupons and circulars in favor of digital – right?</p>
<p>Not quite. A new research report finds that Millennials are just as eager for paper savings as they are for paperless. For these shoppers, digital isn’t replacing paper – it’s supplementing it.</p>
<p>The BrandSpark International report “<a href="https://metroland.com/resource/#mark3" target="_blank" rel="noopener">A Consumer’s Path to Savings: The Role of Flyers in Today’s Digital World</a>” was based on a survey conducted in Canada, but its findings about the spending and saving habits of Canadian Millennials could be applicable to their American counterparts as well.</p>
<p>The study found that 80% of Millennials use a combination of print and digital circulars and coupons when planning a shopping trip. Only 10% say they rely on digital exclusively.</p>
<p>“Despite their plugged-in lifestyle, Millennials are not abandoning print along their path to savings,” the researchers write.</p>
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<p>More than half of Millennial respondents said they actually prefer printed circulars, compared to just a quarter who prefer to view them in an app. And even then, retailer apps or circular aggregator apps like Flipp, Retale or Find &amp; Save “are nearly always used in combination with another format.”</p>
<p>“Shoppers use different flyer formats for different benefits,” the study found. You might check a paper circular before going shopping, marking the deals you want and making a list, then you might use your phone to access the digital circular while you’re shopping. But few do just one or the other.</p>
<p>That’s also true with coupons – clipping paper coupons is a pre-shop activity, while digital coupons are easily accessible while you’re in the grocery aisle looking for a last-minute deal.</p>
<p>The report also took issue with “the accepted notion that young people spend lavishly on themselves”. In fact, more than 80% of the Millennials surveyed said they choose where to shop based on what deals are available. 90% of all respondents said they use some form of coupon or circular before shopping.</p>
<p>And those who use a combination of print and digital savings platforms were found to be more frequent shoppers – and better savers – than those who use only one format.</p>
<p>So don’t leave printed coupons and circulars for dead just yet. It seems the next generation of savers are counting on them more than you might think.</p>
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