Dive Brief:

• Annual research by marketing firm Valassis conducted with marketing research firm Ipsos includes surveys of 1,000 consumers nationwide, with a focus this year on people ages 18-33 and on Hispanic consumers.

• The latest Valassis Shopper Marketing Report found that some 80% of consumers are looking for discounts and coupons when shopping online or in stores, the survey found.

• Millennials were the most price conscious of the lot; 92% said coupons influence their shopping lists, that they used more coupons last year, and that they use social media and online searches to find deals.

Dive Insight:

The price pressures many retailers experienced over the holidays may not be ebbing any time soon. Even as the economy and jobs outlook improve, younger shoppers and Hispanic shoppers, two major consumer segments, are keeping their eyes on deals. Online coupons and daily deal sites are making it easier for them. Retailers will have to continue to find ways to make shopping a value-laden prospect for their customers.