Britons to send 130m summer postcards, Times Online, 29-07-09

In a world of email, text and Twitter, the tradition of sending friends and family a postcard will hit a new peak this summer, say new figures.

A survey of 3,000 adults by the Association of British Travel Agents (Abta) finds that more than half say sending a postcard is an "important part of British and family travel culture."

Many combine old and new communications, with 71 per cent using text to keep in touch with friends and family at home.

A third use email, while 22 per cent send their own version of a picture postcard via a photo message.

But an overwhelming 59 per cent of holidaymakers stilll prefer to send postcards, says Abta.

Brian Lund, Editor of Picture Postcard Monthly Magazine, said: “Postcards are a Great British tradition and it’s wonderful that people have such affection for them still, whether they’re travelling abroad or at home.

"The range of destinations for travel has broadened over time, as has the variety of postcards depicting these locations.

"Postcards continue to be a great way to share our tales of travels with people elsewhere in the world.”

Unsurprisingly, the survey found that recipients of messages from abroad appreciate the personal thought that goes into a handwritten card much more than a quickly typed note.

Two-fifths said they like to hear how friends/family are doing, while 22 per cent said receiving a postcard makes them feel very happy.

Psychologist Donna Dawson said: “Picture postcards will always beat emails, texts and SNS messages, because they are something that you can hold in your hand and observe close up, utilising both the senses of touch and vision, and thus triggering the pleasure-centres of the brain more quickly.

"They also create a stronger emotional response than the newer methods of communication, and tie in with a long and sentimental history of traditional seaside holiday postcards.

“A postcard becomes a souvenir of a person or persons at a particular time and place, as well as a physical reminder that someone has gone to the time and trouble of selecting, writing and posting you something.

"And in these technologically fast-moving times, that is something to be treasured.”

• 130 million postcards predicted to be sent this summer, with over 28 million in the UK alone
• Londoners are biggest postcard senders, sending an average of 3.83 per person a year. Belfast sends the least sending an average of 1.63 per person per year
• Postcard keepsakes: a quarter of Britons keep all the postcards they receive
• Women are generally more proactive at keeping in touch when they’re away

DESTINATION ESTIMATED POSTCARDS TO BE SENT FROM MAY-OCT

Spain 16.2 million

France 10.08 million

Italy 3.46 million

USA 3.24 million

Greece 3.06 million

Portugal 2.52 million

Ireland 2.02 million

Turkey 1.8 million

Netherlands 1.44 million