We announced today the results of some research we recently did with Gfk (formerly the Roper Organization) about Americans and how well they’re doing saving their memories.
The answer is, not so well. It turns out 85% of Americans–even young Americans–want not just their grandchildren to see their old photos, but their GREAT grandchildren. The trouble with that is color photos just won’t last that long. Our collective memory is fading away before our very eyes.
So this morning I talked to some radio stations about all this–an interesting experience for me, to say the least. I felt like singing We Are The World or something! Lucky for America, I didn’t. (Note cheesy photograph.)
Three things that really surprised me in the research (a random-digit-dialed telephone survey of about 1,000 people):
- People know that photos won’t last.
75% of American adults know photos won’t last forever–they’ll change color or fade away.
- Many photos won’t survive long enough to fade away.
54% of Americans have already lost old photos–to a move, to fire, to floods, or even to kids.
- Kids and pets are 4x as likely to damage your photos as fire.
And I have kids–I should have known!
We learned a lot from talking to these consumers (we always do) and we’ll be sharing more of it later. Until then,