Retargeted advertising is often considered by marketers to be annoying or creepy, but Mindshare's report indicates consumers want to receive marketing if it comes with lower prices. Forty-seven percent of millennials put products in online shopping carts and then leave the site, hoping the brand will send them an offer in the form of an email or ad. Thirty-seven percent of adults 35 and older admitted to using the same strategy.
Faking a date of birth is another popular tactic used to shave off a
few dollars—26 percent of millennials have intentionally given a
retailer a bogus birthday to get a discount, something 17 percent of
older adults do.
Similarly, 36 percent of millennials have forked over multiple email
addresses to retailers for additional deals compared with 30 percent of
their older counterparts.
Thirty-six percent of millennials share an Amazon Prime account, which
costs $99 a year, to receive free shipping versus 24 percent of the
35-and-older crowd.
When it comes to travel, 31 percent of millennials and 23 percent of
older adults wipe their Internet histories clean—to avoid the cookies
that follow a user's every online move—when shopping for airline
tickets. (Without the data, airlines' websites aren't able to tell if
someone has been researching fares, and travel marketers are more likely
to offer cheaper prices.)
Moreover, 61 percent of millennials book travel on specific days of the week like Tuesday when prices typically drop, while just 48 percent of adults 35 and older are willing to wait for cheaper options.
Despite the number of cost-cutting measures millennials try to use
online, they're surprisingly more likely to hire a consultant to manage
their frequent-flyer miles. Twenty-two percent of millennials have
someone handling their travel perks compared with 15 percent of older
adults.
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