The report was based on data from a survey of 3,000 consumers age 18 and older who live in the United States.
Just over half (55%) of respondents say they are interested in giving or receiving digital gift cards that can be added to a mobile app or online wallet.
Some 69% of Millennial respondents say they are interested in giving digital gift cards; 67% of Millennial respondents say they are interested in receiving digital gift cards.
Gift cards are most popular with married/common-law consumers, Millennials, loyalty program members, consumers who earn more than $40,000 per year, and households with children under the age of 18, the researchers found.
Only 42% of consumers surveyed say they immediately use the gift cards they receive.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji