Survey: Digital gift cards rising in popularity

Portland, Ore. -- Research conducted by InComm found that 67% of consumers surveyed have previously bought a gift card from an online website or mobile website/app, while 33% have not.

Respondents answered questions about their purchasing habits and their intentions for purchasing gift cards from websites and mobile devices – as well as digital cards specifically – this holiday season and beyond.

Highlights of the survey include:

  • 88% agree they're likely to purchase at least one gift card from an online website or mobile website/app this holiday season, with 77% likely to purchase at least one digital gift card;
  • Of those who intend to purchase gift cards from online websites or mobile websites/apps this holiday season, 20% plan to purchase more than 5 gift cards;
  • 40% prefer to have a digital gift card scanned from their phone rather than carry an email printout;
  • Nearly 70% strongly agree that they are more interested in purchasing digital gift cards now than they were two to three years ago;
  • Nearly 20% of those who have purchased gift cards from online websites or mobile websites/apps purchase five-seven cards annually.

"Brands can dramatically improve sales throughout the year – especially at the holidays – by opening up gift card sales through all channels,” said Mike Fletcher, senior VP Sales and Marketing, Digital Solutions, InComm. “This research shows that consumers want more options for buying and sending gift cards, giving retailers even more reason to expand their offering and ensure an optimal shopping experience for the gift giver and receiver."

Of those who have bought a gift card from an online website or a mobile website/app, 36% have purchased a physical gift card, while 33% have purchased a digital gift card and 31% have purchased both. A digital gift card was defined as a card that is emailed to the recipient, and a physical gift card defined as a traditional gift card that is shipped to the recipient. When asked how many gift cards they purchase from online websites or mobile websites/apps annually, respondents answered:

  • 29% purchase 1
  • 36% purchase 2-4
  • 19% purchase 5-7
  • 9% purchase 8-10
  • 8% purchase more than 10

Eighty-eight percent of respondents strongly agree or agree that they're likely to purchase at least one gift card from an online website or mobile website/app this holiday season, while 77% strongly agree or agree that they are likely to purchase at least one digital gift card.

Beyond the holidays, 82% of respondents strongly agree or agree that they are likely to buy at least one gift card from an online website or mobile website/app in 2014, while about 75% agree that they are likely to buy at least one digital gift card.

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