By contrast, 93.6% of respondents said these things were at least "somewhat important." And 44.9% called them "very important." Regardless of age, consumers felt strongly about the use of coupons, though millennials—unsurprisingly—felt more so.
A separate study conducted in November 2017 by CouponFollow found that more than eight in 10 millennials use coupon codes when shopping online. What's more, roughly a third said they do so frequently.
CouponFollow's findings mirror other surveys, including one from YouGov, which found that this demographic is serious about maximizing the value of a dollar.