Nearly one-quarter of US adults shared photos via a Web site in the last 30 days, while Baby Boomers made the most use of digital greeting cards, according to new data from Mediamark Research & Intelligence (MRI).
In the last 30 days, 24.4% of the US adult population (46.5 million people) shared photos via a website; of those people, 58.8% were female; and Millennials and Boomers were fairly evenly represented among photo sharers:
Slightly less than 10% of the adult population (9.2%, or 17.6 million adults) sent an electronic greeting card in the last 30 days.
The senders were overwhelmingly female (70.3%); Baby Boomers, at 44.5%, were far and away the largest group of electronic greeting card senders among the generational segments.
“Both younger and more mature consumers are clearly comfortable sharing digital photos,” said Anne Marie Kelly, vice-president of marketing and strategic planning at MRI. “And considering the price of traditional greeting cards and the gasoline-related cost of shopping, I think we can expect the use of digital greetings to grow.”
