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millennials_mobile_appsA recent holiday survey shared insights on the role mobile plays in holiday shopping, and specifically for millennial shoppers.

The Annual Holiday Shopping Survey, conducted by Wanderful Media™, the company behind the Find&Save® cash back shopping app, revealed that 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, and nearly all millennials, 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.

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.”

Access to the full stats report here: aytm.com/stats/BF2015.