Millennials - defined for eMarketer purposes as those ranging from 18 to their early 30s in the US - are individuals who are generally not yet settled into lifelong patterns of consumer behavior. Coming of age amid the Great Recession, they are apt to seek low prices rather than favorite brands, according to a new eMarketer report, “Millennials in the Marketplace: A Generation Moving on Its Own Unpredictable Path.” Even excluding those under age 18, US millennials number some 73 million, and collectively have much purchasing power. A comScore report this past year, covering people born between 1981 and 2000, pegged millennials’ annual outlays at $170 billion. They don’t feel free and easy about spending that $170 billion, though. As an example of this, Q3 2012 polling by IRI found 45% of the 18-to-34 cohort (vs. 27% of baby boomers) agreed that they “buy brands on sale vs. preferred brands” when shopping for CPG items. A later IRI survey, in Q4 2012, found millennials particularly active in using digital coupons - accessed from a wide variety of sources - to economize on CPG purchases. Get the full story at eMarketer