E-cards vs. real cards, which would you prefer?

Friday, December 14, 2012

Christmas E-cards | McCrindle ResearchE-cards are now a common way of sharing Christmas tidings with friends and relatives across the globe. However, despite this option providing a cheap and easy alternative, there is still some angst, with the humble Christmas card in the mail the preferred option. To find out whether e-cards are received with delight or disinterest, McCrindle Research polled 695 Australians on their perspectives.

Click here to download the full Research Summary.

While e-cards seem to be rising in popularity, there are certainly not favoured by the bulk of Australians with just 13% indicating they prefer to receive digital tidings. Instead 2 in 5 said they ‘much preferred’ getting a Christmas card in the mail and 45% believed it “is the thought that counts.”

The younger generations were more comfortable receiving e-cards than the older generations, but there was a clear preference for a mailed card instead. In fact, Generation Y was the most passionate about receiving a real card than the other generations, with 51% strong on their desire to receive a handwritten card, compared to 41% of Gen X, 38% of Boomers and just 40% of Builders.

Social researcher Mark McCrindle said, “There are solid reasons why e-cards are becoming common. Australians are moving more frequently than ever before (on average, every five years) and so tracking the mailing addresses of family and friends is increasingly difficult.”

“Social media means we are increasingly connected– particularly the younger generations. Gen Y has a median of 235 Facebook friends, and with these growing networks, distributing Christmas cards is unmanageable. With so many of our interactions online, sending an e-card is the obvious next step. However, with their bank statements, phone bills and other correspondence taking place online, getting a card in the mail makes it all the more special for this digital generation.”

Click here to download the full Research Summary.

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