Couponing Is Cool Again: Millennials On Groupon, LivingSocial & Foursquare

Groupon Daily DealsThere was a time when young people didn’t use coupons. They were far less likely than their older peers to read a Sunday newspaper and see coupon inserts, and they didn’t care much about clipping coupons to stretch their money further. That is, until they had families and suddenly realized the cost of diapers, which rapidly changed their mindset.

Enter social media and social couponing. The big four — Groupon, LivingSocial, Barcode Scanner, and Foursquare — have rapidly changed young people’s attitudes toward coupons. Rarely does a week go by that I don’t hear a friend mention finding a deal on Groupon or suggesting we all snag a discount on Living Social to use together. Suddenly, couponing is social and fun, as well as economical.

In a forthcoming Ypulse Report (check back tomorrow!), we asked students about their use of these sites. Groupon came out on top with 32% of students having used the site, and another 48% having heard of it but not used it. While usage may seem low, awareness of the sites is high. Among college students (who have the advantage of having their own credit cards to use on the sites), usage and awareness was higher than among younger students.

They like the sites for the ability to get deals, but this type of couponing appeals to Millennials on a much deeper level because it makes shopping more like a game. Just like they want to be the first to tell their friends about a cool video on YouTube, they want to be the first to share a good deal from Groupon on their Facebook wall. Brands can leverage students’ gamer sensibilities on social couponing sites. Foursquare is making a move to help marketers do just that, setting up connections with LivingSocial, BuyWithMe, and Gilt City to alert users who check in to deals at the location and…

 
 

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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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