A new study by Research Now and K&A BrandResearch reveals insights into how teenagers feel about Christmas

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The anti-scrooge generation: how the millennials feel about Christmas.

this generation of teenagers are less cynical and more ‘innocent’ about Christmas and its traditions than might be expected.

A youth market study conducted by Research Now and K&A BrandResearch in late October reveals insights into how 12 to 17 year olds in the United Kingdom, the United States, Poland and Germany feel about Christmas.

The study found that this generation of teenagers are less cynical and more ‘innocent’ about Christmas and its traditions than might be expected. They enjoy giving presents as well as receiving them; and they like advent calendars, trees, decorations and planning ahead for Christmas.

What makes Christmas Christmas?

The traditions of Christmas are important to this generation of teenagers. In spite of their age, the majority of UK (76%) and German (85%) teenagers always have an advent calendar at Christmas. Christmas is just not Christmas without a tree: 89% of teenagers across all markets agree that a tree is an essential part of the celebrations. And teenagers don’t just love a bit of greenery: 82% of UK and 84% of US teens also think Christmas decorations “are a must”.

Please don’t get me to the church on time

Teenagers think there is more to Christmas than just getting presents. Polish teens are the most altruistic; only 15% agree that Christmas is ‘all about receiving presents’, whereas 35% of Brits, 29% of Americans and 28% of Germans agree. But although this generation of teenagers are more altruistic and traditional than adults might think, those attitudes do not extend to believing that Christmas is about Christianity or going to church on Christmas Day. 58% of Germans, 43% of British, and a third of Polish and Americans say they feel “Christmas has had nothing to do with beliefs for a long time”.

Making a list and checking it twice

Making a Christmas wish list is a big part of the festivities for most teenagers. This generation likes to plan ahead: 55% of Americans, 30% of British, 43% of Germans and 34% of Polish teenagers only want to receive the items they chose in advance for their Christmas lists as opposed to being surprised. American teens prefer money over presents; the Germans and Polish are not that keen on cash. All of the teenagers interviewed enjoy giving gifts during Christmas, as well as receiving them.

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About the methodology

The study, conducted by Research Now and K&A BrandResearch, surveyed 2,490 teens aged 12 to 17. Respondents were recruited directly through their parents who provided consent for their teenager to participate in the study. To ensure a safe and robust sample, quotas were set on age and gender across all four markets.

About Research Now

Research Now, the leading digital data collection provider, powers market research insights. We enable companies to listen to and interact with the world’s consumers and business professionals through online panels, as well as mobile, digital and social media technologies. Our team operates in 24 offices globally and is recognised as the market research industry’s leader in client satisfaction. We foster a socially responsible culture by empowering our employees to give back. To find out more or begin a conversation with us, visit http://www.researchnow.com.

If you want to find out more about K&A BrandResearch® please visit http://www.ka-brandresearch.com.

For UK enquiries please contact:
Jocelyn Senior, Keen as Mustard Marketing, Ltd.
07967 098567
jocelyn(at)mustardmarketing(dot)com

Press Contact:
Heather Milt - Manager, Public Relations
+1 425 313 4844
hmilt(at)researchnow(dot)com

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Jocelyn Senior

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