Americans enjoy reliving memories through photos 50% more than Brits

 Americans enjoy reliving memories through photos 50% more than Brits

Americans enjoy reliving memories through photos 50% more than Brits

4 July 2019

Magic Memories research explores the joy that different nations experience from photographic and video memories

London, UK – Making lasting memories is integral to our enjoyment of experiences, with 75% of consumers making sure they capture events and days out, and 56% taking pleasure in looking back on their photos and videos, according to research from Magic Memories.

While these findings might appear universally obvious, the global survey of 2,600 adults reveals clear cultural differences, with Brits far less nostalgic than Americans and Australians.

Two-thirds of Americans enjoy looking back at old photos, in contrast to less than 40% of people in Great Britain. In addition, nearly a quarter (24%) of Americans have a memory box for important keepsakes like photos, compared to just 17% of Brits. Australian consumers demonstrate similar nostalgia to Americans, but it’s videos not photos that are the key way to relive their experiences.

The importance of capturing memories to stimulate nostalgic feelings has been explained by Erica Hepper, Ph.D., a lecturer in the School of Psychology at the University of Surrey in England*: “When we experience nostalgia we tend to feel happier, have higher self-esteem, feel closer to loved ones and feel that life has more meaning.” 

Chris Warhurst, CEO, Magic Memories, comments:“It is the ultimate goal of any attraction to create amazing experiences that result in indelible memories for their guests, for it is these memories that encourage people to keep coming back. Memory creation, capture and sharing is an intrinsic part of any day out, and as our research shows is invaluable in helping stimulate those fond feelings of nostalgia that can be highly beneficial to our mental wellbeing.”