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2,341S C R E E N E D
2,341 consumers screened to have
purchased or received traditional/plastic
or e-gift closed loop gift cards within the
past 12 months
2016O C T O B E R
Survey conducted October 2016
DATAUSAGE
Data from survey was weighted to
correspond to census distributions
3,650R E S P O N D E N T S
Survey of 3,680 consumers, aged 18 and
up
5. #whereitsappIn 2016, we’re seeing more consumers embracing mobile apps for storing their gift cards, for
convenience and to keep from losing them.
P R I M A R Y Q U E S T I O N
How interested are you in using an app to store gift card information on your mobile phone?
What are the main reasons you might want to
store gift card information on your mobile
phone?
F U R T H E R R E S U L T SR E S U L T S
37%R E S P O N D E D
More convienent
37%R E S P O N D E D
Don’t have to carry cards
33%R E S P O N D E D
Less likely to lose the cards
People are ready for mobile gift card apps—as long as they’re secure. #whereitsapp Share on social
2 0 1 62,341 respondents
50% of consumers are interested in storing gift card information on an app.
50%
4. #treatyourself
S U R V E Y Q U E S T I O N
Did you purchase a physical or e-gift
card for yourself?
R E S U L T S
Self-purchase of gift cards is rapidly becoming the new tender type for many consumers. Driven by
loyalty points, rewards, and discounts, more consumers are purchasing gift cards for their own use than
in years past.
How are you packaging and marketing gift cards? Because they’re not just gifts anymore. They’re the new currency. #treatyourself Share on social
More than half of digital gift card purchasers self-purchase.
53%
2 0 1 6 - E G I F T C A R D S589 respondents
9%G R O W T H
Since 2014, self-purchase of physical cards has
grown by 9%.
13%G R O W T H
Since 2014, self-purchase of digital cards has grown
by 13%.
589 respondents
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3. #keepspendingOverspending the amount of a gift card is the new normal. 75% of consumers with gift cards in 2016
spent $27.74 more than the amount on the card, up from 69% last year.
S U R V E Y Q U E S T I O N
In the last 12 months, when paying with your gift card, did you spend more
than the value of the card?
R E S U L T S
69% 75%
2 0 1 5 2 0 1 61,144 respondents 1,117 respondents
Three-quarters of consumers with gift cards spend more than the value of the card.
Market to your consumers with the idea that they will overspend, with special deals, bundles, and the option for auto-reload. #keepspending Share on social
Ready to evolveyour gift cardstrategy?Contact a First Data representative
or visit firstdata.com.
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©2009-2016 First Data Corporation. All Rights Reserved.The FIRST DATA name, logo and related trademarks and service marks are owned by First Data Corporation and are registered or used in the U.S. and many foreign countries. All trademarks, service marks and trade names referenced in this material are the property of their respective owners.
As the 2016 Consumer Insight Study shows, consumers, whether they
are Socializers, the MTV Generation, or the Maturists, love the range of
choices they have for gift cards—physical, digital, and mobile. Card
purchasing goes beyond gifting, as more people self-purchase cards to
use in place of cash or credit.
Savvy gift card providers should embrace and promote the mobile gift
card app, which offers the possibilities of auto-reload, convenient
transactions, and personalized marketing and customer service.
Customers are ready.
The future of gift cards2 0 1 6 P R E P A I D C O N S U M E R
I N S I G H T S S T U D Y
Explore the report
People want choice, whether it’s the convenience of mobile gifting apps or finding that perfect gift card for Mom. #shifthappens
Share on social
72%O F R E S P O N D E N T S
purchased or received physical gift cards.
51%O F R E S P O N D E N T S
purchased or received digital gift cards.
The average number of physical gift cards purchased has risen for the last four years from 4.8 to 5.9.
R E S U L T S
2 0 1 2 2 0 1 3 2 0 1 4 2 0 1 5 2 0 1 61,420 respondents 576 respondents 1,089 respondents 1,052 respondents 1,022 respondents
4.8 5.1 4.7 5.5 5.9
2.#shifthappensThe gift card market is shifting, but don’t toss your plastic cards. While consumers continue to embrace
digital gift cards, physical gift cards aren’t going anywhere, with the the average number of physical
cards purchased rising steadily in the last four years.
S U R V E Y Q U E S T I O N
Approximately how many physical gift cards in total have you purchased in
the last 12 months?
1. #threescompanyWe found that three major consumer groups are driving gift card adoption and spending. Of these three
In addition to choice, your audience matters. Different age groups purchase differently. #threescompany Share on social
2,341S C R E E N E D
2,341 consumers screened to have purchased or
received traditional/plastic or e-gift closed loop
gift cards within the past 12 months.
2016O C T O B E R
Survey conducted October 2016.
Data from survey was weighted to correspond to
census distributions.
3,650R E S P O N D E N T S
Survey of 3,650 consumers,
aged 18 and up.
6. #makeitpersonal
S U R V E Y Q U E S T I O N
How interested would you be in receiving electronic notifications (email, text messages, etc.) about balances or special
offers from a merchant whose gift card you had stored in an app on your mobile phone?
R E S U L T S
More than half of respondents are interested in receiving some kind of notification (email, text, push)
about gift card balances and special offers.
Personalized service is key to marketing success, and mobile gift card apps give you the platform to engage with customers and cardholders. #makeitpersonal Share on social
Across all ages groups, 78% are at least somewhat Interested in email or text notifications about balances or special offers.
3 5 T O 5 42,341 respondents
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The gift card as we know it is transforming into something bigger. Make no mistake, gifting of physical cards is as strong as ever. But buyers are adopting digital gift cards now more than ever, embracing the convenience of mobile apps and gift cards as the new currency. As busy consumers do more on their mobile devices, they are embracing mobile apps and reloadable gift cards as a new form of tender.
Our 2016 Consumer Insights Study shows six major trends that are reshaping the industry and point to tremendous opportunity for retailers and financial organizations to engage with consumers in new and exciting ways. We also see three consumer groups driving gift card purchases, each with its own distinct patterns and motivation.
Six trends shaping the industry:
Keep spending
Treat yourself
Where it’s app
Make it personal
Three’s company
Shift happens
The SocializersAGES 18-34
The MTV GenerationAGES 35-54
The MaturistsAGES 55+
Are most likely to purchase gift cards
for self-use
On average, spend the
most
Percent of respondents who
purchased more gift cards in 2016
physical: 251, e-gift: 167 physical: 405, e-gift: 259 physical: 366, e-gift: 163
21% P H Y S I C A LG I F T C A R D S
34% E - G I F TC A R D S
40% P H Y S I C A LG I F T C A R D S
44% E - G I F TC A R D S
$75 P H Y S I C A LG I F T C A R D S
$84 E - G I F TC A R D S
Cautious Self-sacrificing Less digitally savvy
Work to live Researchers and skeptics Brand loyalty
Value hunters Convenience junkies Love “authentic” experiences
A D O P T E R SS E L F -
P U R C H A S E R SS P E N D E R S