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“The New, Old-Fashioned Way”: 5 Ways Personal Technology is Reprogramming Christmas

Field Agent

December 22, 2014

5 Golden Rings. Then it goes to GoogleVoice.

New research from Field Agent illuminates the role of personal technology in reshaping Christmas as we know it. Our survey of 350 adults highlights five significant ways technology—from online shopping to smartphones—is changing the age-old holiday. These days, technology may just be Santa’s best little helper.

Christmas connects us with the past—often the ancient past. We sing songs of old, many with outdated lyrics: “Troll the ancient Yule tide carol.” We hang stockings, eat and drink old-fashioned foods, and gather around a primitive fireplace with loved ones—as though, if for only a brief moment, we are characters in a Charles Dickens novel.  

And as much as the holidays are an occasion for nostalgic revelry, the years have certainly altered the face of Christmas. We at Field Agent were eager to know what role personal technology, for instance, plays in contemporary Christmas celebrations, and how tech has influenced the look, feel, and observance of an otherwise ancient institution.

To this end, we surveyed 350 adults across the country, and, after analyzing the results, we’d like to share 5 meaningful ways personal technology is reprogramming the holidays. You’ll find it’s Christmas, but, in the words of Brenda Lee, Christmas in the “new old-fashioned way.”

 

1. Reshaping how we experience the holidays.

Field Agent recently published a fun blog post on America’s favorite holiday movies and music. From coast-to-coast, it appears Americans have made movie-watching and music-listening an important part of their overall Christmas routines. But we want to know just how they watch and listen to popular holiday tunes and films. 

Tuning In VS Logging On

What we learned from our most recent survey is that while traditional modes of movie-watching and music-listening are still with us, consumers in the 21st century have other options—and they’re using them. So although 66% of respondents said they’ll listen to holiday music over commercial radio (i.e., local radio stations) this year, Internet streaming (63%), over services such as Spotify and Pandora, was almost as popular. An additional 12% said they’re listening to satellite radio this Christmas.

Christmas Carols the “Smart” Way

Then, of course, there’s the question of devices: To what degree are music-listeners using newer technologies to retrieve and enjoy old-fashioned Christmas carols? 44% of those surveyed are utilizing smartphones to listen to holiday music in 2014. Surprisingly, more said they would use their television (37%; e.g., stations offered through cable/satellite TV providers) than a home stereo system (31%). Moreover, 19% said they’ll access their favorite Yuletide melodies on a tablet this year.

Now Playing: Christmas Movies

While 77% of those surveyed said they’ll watch Christmas movies on broadcast, cable, or satellite TV this holiday season, 59% said they’ll stream one or more Christmas favorites over the Internet. In fact, more indicated they’ll watch movies online than watch DVDs (or other formats) they personally own (52%). Additionally, our survey found 11% will watch at least one Christmas movie on a mobile device this year.

 

2. Reshaping how we Christmas shop.

And, naturally, there’s shopping.

Resoundingly, 94% of our respondents will use a computer or smartphone to shop for and/or purchase gifts in 2014.

In a previous survey we asked 333 parents whether they’d purchase toy presents in-store or online this year. The results were almost evenly divided, with 46% saying they would buy toys primarily online.    

To be even more specific, our most recent survey revealed that 71% have used or will use their smartphone/cell phone to shop for one or more gifts this holiday season, and 81% will use laptop/desktop computers. Additionally, 44% will shop for presents on tablets. Even TV shopping networks were represented in our survey, with 7% saying they’ll purchase gifts through a shopping channel this Christmas.

To get a better idea of how, exactly, consumers are using smartphones, laptops, and tablets at Christmas, we presented our sample with five popular ecommerce sites and asked, “Did you or will you buy one or more…gifts on the following websites this year?” Amazon.com came away the clear winner. In all, 79% of our sample said they have purchased or will purchase at least one gift from the e-tailing giant this season. The closest runner-up, Walmart, crossed the finish line at 44%.\n

These findings emphatically suggest that personal technology has affected both how we shop and where we shop at Christmas. Holiday shopping will never look the same.

 

3. Reshaping our attitudes about the holidays.

To what extent, we wondered, has all this online shopping activity influenced the holiday itself? Specifically, do consumers find the holiday easier and/or more enjoyable thanks to such high-tech shopping and buying options?

So we asked our sample of 350 adults to what extent they agree with the statement: “Technology has made Christmas shopping easier for me." Almost everyone agreed (93%). Indeed, 67% said they strongly agree with the statement, and only 1% disagreed in any form or fashion.

We also asked our sample to what extent they identify with the statement, “Technology has made Christmas shopping more enjoyable for me.” Here the results weren’t quite as overwhelming, yet still highly convincing. 80% agreed, and only 3% disagreed.

Taken together, this research indicates technology has not only reshaped how consumers watch movies, listen to music, and shop for gifts at Christmas, but that technology actually has the ability to improve our attitudes and outlooks on the holiday season.\n

 

4. Reshaping our Christmas wish lists.

Field Agent just recently conducted a study of men and what they really want for Christmas. Technology dominated, with guys asking for a wide range of electronics, including video game systems, TVs, laptops, and so on. In fact, electronics accounted for 72% of men’s top wishes this year.

For our most recent survey of 350 adults, we selected 10 personal technologies and asked respondents to tell us which of them, if any, they are requesting for Christmas 2014. Once again, electronics emerged as a force greatly impacting wish lists across the country.

With 24% of our sample asking for one this year, video game systems topped the list, followed by tablets (23%), laptops (21%), smartphones (21%), and smartwatches (14%). As these figures suggest, in addition to influencing how we enjoy and think about the holidays, technology is also increasingly affecting what’s under the tree.\n

 

5. Reshaping how we share our Christmas experiences.

Naturally, we were also interested to know what role social media plays in Christmas celebrations.

What, we asked our sample, is the likelihood you will share messages, photos, and/or videos through social media on Christmas Eve or Christmas Day this year?

The results made an impression. 91% of 350 adults said they are at least a little likely to share their Christmas experiences on Facebook, Twitter, or some other platform. Indeed, 40% indicated they are completely likely to do so, meaning their use of social media on the holiday, or the night before, is practically inevitable. Only 8% answered “not at all likely.”

So, it seems technology is also making Christmas somewhat more communal, as we share our experiences in real-time with friends, family, and associates across the country.

The 12 Surveys of Christmas

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