The holiday season prompts plenty of spending, and tech is one of the most robust gift categories. Among our respondents, however, 57% said they did not plan to make any big tech purchases.
Nineteen percent did say they planned to buy a new smartphone, although certain manufacturers would certainly like that number to be higher. Some experts project that users will resist the iPhone and other top smartphones this holiday season, waiting for the arrival of 5G versions soon. Additionally, 14% of respondents planned to purchase a laptop, despite recent data suggesting that PC sales are declining worldwide.
Some compelling differences emerged between generations, however. Baby boomers, for example, were the age group least inclined to buy most tech devices but most likely to have their eyes on a new tablet. By contrast, millennials had a particular affection for smartwatches relative to other generations: Some research indicates that this age group is especially predisposed to wearable tech.
Quality Over Novelty
Our findings suggest that most Americans are strategic in evaluating tech upgrades, making practical decisions about buying something new or making do with their current model. And though a considerable minority upgrade their gadgets annually, a majority seek to maintain their devices for multiple years. Even when a device's performance suffers, repairs are often the preferred option.
This dynamic may ultimately benefit people, forcing tech companies to pursue real innovation. Shoppers won't be moved simply by a device's novelty: They'll upgrade when a new gadget's advantages are too great to ignore. And if customers want tech to endure for years to come, they'll seek devices of serious underlying quality, not to be distracted by a few bells and whistles.
For those who have been holding on to their PC for a while, it might be time to consider an upgrade. On January 14, 2020, Microsoft will end support for its Windows 7 operating system, forcing many users to upgrade to Windows 10. Unfortunately, some older devices won't meet the technical specifications required to run the newer operating system. Even if aging machines are up to the challenge, a new Windows 10 license will need to be purchased – something that comes standard on any new computer.
At Office Depot, we're here to assist discerning shoppers to find the devices they need. Whether you're looking for the latest model or simply the greatest deal, we've got you covered with products and services. Change might be tough, but our services can help make it simpler. With our experienced technicians you can say goodbye to your old computer and say hello to your new one. Secure data transfer for important files. Turn on your new computer and your accounts are set up. Explore our selection and services today, and take a savvy approach to tech shopping.
Methodology
On November 11, 2019, we surveyed 1,018 people who currently owned a smartphone device. Respondents were then asked questions about their perceptions and experiences with upgrading different personal electronics.
Fifty-one percent of our respondents identified as male, 48% identified as female, and less than 1% identified as a gender not listed on our survey. Respondents ranged in age from 18 to 82 with a mean of 34 and a standard deviation of 12.4.
Twenty-one percent of our respondents identified as Generation Z, 47% as Millennials, 24% as Generation X, 8% as Baby Boomers, and less than 1% as another generation.
Limitations
Results were based on self report and are subject to selective memory or exaggeration. No statistical testing was performed and as such, the results are based on means alone.
It is possible that with a greater sample of respondents from each generation, we could have gained additional insight into these populations.
Fair Use Statement
Know someone who's been holding onto an aging device? This project might encourage them to upgrade. If you do decide to share this project, we have two simple requests. First, please use this content exclusively for noncommercial purposes. Second, please link back to this page whenever you share this project so that others can access all our research.