All the talk about younger consumers' preferences for social media and texting may be inflated when it comes to the retail environment. Citing a recent survey of 18 to 44-year old consumers, eMarketer reports that the majority (63.2 percent) said email was their preferred communication channel with retailers. This compares with 13.6 percent favoring text messaging and 12.8 percent favoring social media.
Another key fact from the survey: Almost 60 percent of respondents found discounts offered by retailers in emails effective in prompting an action. Past purchasing was also an incentive to respond, but at a much lower level than discounting.
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