| Age 18-40 | Age 41 and older | |
|---|---|---|
| Discount or promotion | 61% | 43% |
| Hitting paywall | 33% | 15% |
| Wanted coupons | 25% | 21% |
| Moving to area | 22% | 15% |
| Life change (new job, retiring, graduating) | 18% | 11% |
SUBSCRIBERS24: Younger respondents more likely to cite discounts and hitting a paywall as trigger factors for subscribing
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About the Author: Laurie Beth Harris
Laurie Beth Harris was the Editorial Manager of the American Press Institute, and lead writer of API's morning newsletter, Need to Know, until May 2018.
She is the former copy fellow at Southern Living magazine. Laurie Beth is a graduate of the University of North Carolina at Chapel Hill's School of Journalism and Mass Communication. While at UNC, Laurie Beth served as copy desk editor at The Daily Tar Heel.
