Sequence Research Shows Consumers Are Saying No to Smartphones at the Holiday Dinner Table

New Survey Reveals Technology’s Influence on American Holiday
Traditions

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.

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