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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Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI

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