Technology’s Influence During the Holidays Brings Both Convenience and Tension, According to New Survey by Sequence

New Consumer Insights Inform Brands on How Technology is Blending with Traditions

SAN FRANCISCO--()--According to new research from Sequence, the potential tension and positive influence of technology can become more pronounced during the festive and busy holiday season. In the survey, 44 percent of consumers say it’s never appropriate to have your smartphone at the holiday table; yet 31 percent say use of smartphones at the holiday dinner table is acceptable for taking and sharing photos.

The new survey, “Happy Digital Holidays: Technology, Culture and Emerging Holiday Traditions”, was released today by Sequence, a San Francisco-based design and development firm that creates connected experiences for the world’s best-known and most innovative brands including Apple, Chevron and The Ellen DeGeneres Show.

From communicating and managing busy schedules to entertainment and shopping, the survey explores how technology plays a role during the holidays, how it impacts existing holiday traditions, and if it has the potential to create new ones. The survey found that classic holiday traditions continue to be important across generations, while at the same time technology-inspired pastimes are starting to emerge. The survey also found that a small group of consumers are embracing the digital holiday experience by using technology to their advantage to manage their tasks and create more time for friends and family.

“The influence of digital experiences in our culture continues to push boundaries and possibilities, and our survey showed us that technology’s role is important to consumers, but they are drawing lines – especially during the holidays,” said Jojo Roy, chief executive officer of Sequence. “As brands develop new products and technologies, they should evaluate what matters to customers and then decide how technology can play a meaningful role. In other words, don’t just build another app for the sake of building an app – give it purpose and make sure it fits into people’s lives.”

Key findings in the report include:

  • 33 percent would be lost without their smartphone during holiday travels
  • One in three consumers said they would sleep instead of meeting friends for drinks, baking cookies and other holiday activities if mobile technology helped save three hours of their time
  • 46 percent rely on apps like Waze, Google Maps, Apple Maps to guide them to their destination
  • 52 percent say thanks to social media, when they see family from out of town, they feel like they know what’s going on in their lives
  • 25 percent say instead of a traditional phone call, they will video chat with their family
  • 22 percent of men keep a family calendar to track holiday activities

For more information on the survey findings of “Happy Digital Holidays: Technology, Culture and Emerging Holiday Traditions”, download the full report here.

About Sequence

Sequence is an independent agency that designs and develops connected experiences by launching new brands, digital products and service experiences that improve people’s lives and grow businesses. From strategy to design to development, the 75-person Sequence team delivers complete and compelling experiences for the world’s best-known and most innovative companies including Apple, Chevron, Chipotle Mexican Grill and The Ellen DeGeneres Show. For more information, visit Sequence.com or find us @sequenceSF.

Contacts

104 West Partners for Sequence
Sarah Thorson, 720-407-6078
sarah.thorson@104west.com

Contacts

104 West Partners for Sequence
Sarah Thorson, 720-407-6078
sarah.thorson@104west.com