Gift card use higher among Internet users–online and off
A new study of 1,200 consumers commissioned by gift card provider ValueLink of First Data Corp. turned up some significant differences on the use of and attitudes about the cards in Internet users versus non-Internet users.
Among them, awareness of gift cards was 20% higher among Internet users than among non-Internet users. Internet users also were more likely to purchase gift cards: 54% versus 37%, as well as use them: 45% versus 26%. 73% of Internet users said they would find a gift card that could be used with multiple merchants appealing, versus only 56% of non-Internet users; and 43% of Internet users preferred cards that are reloadable versus 34% of non-Internet users.
In addition, 20% of all consumers polled said they were likely to purchase a gift card from a merchant’s web site in the coming year, while 18% said they are likely to make an Internet purchase using a gift card in the coming year.
“With increases in online sales reported by many merchants in 2002, Internet users have demonstrated interest in gift cards for both online and offline use,” says Karen Larsen, ValueLink’s director of marketing. “Given the industry’s continued growth it is important to understand the diversity of gift card consumers so the industry can continue to develop and enhance the product to meet the preferences of these unique groups.”
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