SAN FRANCISCO--(BUSINESS WIRE)--According to new research from Sequence, consumers are adopting new and beneficial ways of using technology during the holidays, but are also drawing boundaries when it comes to time-honored holiday traditions like holiday gatherings. Eighty-three percent of consumers surveyed expressed some level of frustration with friends and family using their smartphones at the holiday dinner table, while nearly half (44%) felt strongly that it’s never appropriate to have your smartphone at the table. On the other hand, 31 percent agreed that it is only appropriate to have a smartphone at the table when taking and sharing photos.
These insights were published today in an infographic, I’m Dreaming of a Digital Holiday, by Sequence, a San Francisco-based independent agency that designs and develops connected experiences for the world’s best-known and most innovative brands, including Chipotle Mexican Grill, Chevron, Apple and The Ellen DeGeneres Show. The insights come from a Sequence survey of over 1,000 U.S. consumers.
The research explores how technology plays a role for consumers across the holidays, including the impact on existing and emerging holiday traditions. The survey found that classic holiday traditions endure across generations with 50 percent of consumers saying they watch holiday specials like The Grinch, Charlie Brown Christmas and Miracle on 34th Street while 44 percent said their family plays traditional board games or other games together after the holiday meal.
New holiday traditions are emerging with 28 percent of consumers saying they binge watch TV or movies on Netflix as a family during the holidays. Even with the distractions of tech toys, consumers are yearning for more social interaction: 40 percent of consumers said they would prefer to play digital games on a mobile device with friends and family that involve more socializing and playing as a group.
“Even at the time of year that is steeped in holiday traditions, our behaviors, expectations and rituals are being transformed by the influence of the digital culture,” said Jojo Roy, chief executive officer for Sequence. “From this survey, it’s clear – and heartwarming – that classic holiday traditions continue to endure, while emerging digital traditions and technology tools are finding their place during the holidays. These are meaningful consumer trends for brands to examine during this important commercial season, but to also consider across the entire year and customer lifecycle.”
Black Friday Implications
Consumers are also drawing the lines when it comes to commercial intrusion on holiday traditions. With more major retailers deciding to close their doors on Thanksgiving Day, consumers are also deciding to stay away from Black Friday lines and crowds. According to the survey, 65 percent of consumers said they would never stand in line for Black Friday deals. They are voting for more digital alternatives: 36 percent said that instead of making them shop on Black Friday, retailers should give loyal customers the same deals, but let them buy at their convenience, like online. And 35 percent of millennials agreed that Cyber Monday is when you find the best deals, not Black Friday.
The complete findings of the survey report “Happy Digital Holiday: Technology, Culture and Emerging Holiday Traditions” will be available in December. To have a copy of the report emailed to you, sign up at sequence.com/insights. To download the I’m Dreaming of a Digital Holiday infographic, go to here.
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.