The Multi-Channel Media Diet: Understanding How Holiday Shoppers Stay Connected

Today's holiday shoppers seamlessly navigate multiple media channels as they research gifts, compare prices, and seek inspiration for their seasonal purchases. From streaming their favorite holiday movies to browsing social media for gift ideas, these consumers demonstrate sophisticated media habits that blend traditional and digital platforms. Their media consumption patterns reveal not just how they stay informed, but how they make purchasing decisions throughout the holiday season.

For additional detail, and for a full list of sources, please make sure to download the full report: Holiday Shoppers: Understanding This Season’s Value-Conscious Gift Givers.

/// The Digital Foundation

Not surprisingly, the internet serves as the cornerstone of holiday shoppers' media consumption, with universal adoption among this group. Their online activities reveal clear patterns in how they gather shopping information and stay connected with family and friends. Video content related to shopping and product reviews attracts 20% of these consumers, while travel and home & garden videos draw 28% and 26% respectively.

Technology's role extends beyond simple connectivity. About 42% of holiday shoppers believe tech products help define their self-image, while 52% prioritize buying American-made technology. Privacy concerns also shape their digital behavior, with 32% believing smart products help protect their privacy. These attitudes influence not just how they consume media, but how they approach online shopping and research.

Mobile apps play an essential role in their daily routines. Half of holiday shoppers use photo and video services apps, while 32% rely on health and fitness applications. Food and drink apps also prove popular, with 41% of these consumers using them regularly. The high adoption of practical apps suggests an audience that values technology for both utility and entertainment.

/// Social Media Engagement

Facebook and YouTube dominate social media usage among holiday shoppers at 87% and 75% respectively, but other platforms show stronger engagement relative to average users. Pinterest indexes particularly high, reaching 43% of this audience, while TikTok and Snapchat also demonstrate notable strength at 40% and 33% respectively. 

These shoppers approach social media thoughtfully when it comes to purchases. A quarter appreciate when ads recommend products based on their likes and follows, while 42% use social platforms for initial ideas but always conduct additional research. Notably, 45% actively share important life moments on social media, and 65% regularly comment on or react to others' content, indicating high engagement levels.

/// Streaming Preferences

The shift toward streaming services is clear in holiday shoppers' viewing habits, with 88% engaging with streaming content. YouTube TV and Paramount+ stand out as preferred platforms, indexing 32% and 27% higher than average respectively. Disney+ with ads also shows strong performance, attracting 16% of these viewers. This preference for ad-supported tiers on both Disney+ and Neftlix suggests a value-conscious approach to streaming services.

Device preferences reveal interesting patterns in how these consumers access streaming content. Smart TVs lead the way at 46%, while 32% use Roku devices and 24% prefer Amazon Fire TV Stick. This mix of built-in and add-on streaming capabilities indicates an audience comfortable with technology but practical in their approach.

Their binge-watching habits reveal sophisticated viewing patterns. Nearly three-quarters engage in this viewing behavior, with 47% doing so often or always and 26% doing so sometimes. Among their favorite programs, shows like "Love Is Blind" on Netflix and "Downton Abbey" on Amazon Prime index particularly high at 180 and 174 respectively, suggesting a preference for both contemporary and classic content.

/// Traditional Television's Enduring Role

While streaming dominates, traditional television maintains a significant presence in holiday shoppers' media diet at 67% of the audience. Home & Garden Television (HGTV) draws 17% of these viewers, indexing 73% higher than average. Other popular networks include Oxygen and Disney Channel, both indexing significantly above average at 69% and 67% respectively. Fox News and Hallmark round out the top five networks, indicating a mix of news, lifestyle, and entertainment preferences.

Programming choices reflect practical interests and family values. Travel and holiday programming attracts 18% of viewers, while makeover and renovation shows draw 21%. Specific shows like "90 Day Fiancé" (186 index), "My Lottery Dream Home" (182 index), and "The Pioneer Woman" (178 index) perform particularly well with this audience.

Syndicated programming also plays a meaningful role in their viewing habits. Shows like "Dr. Phil" (170 index), "Chicago P.D." (158 index), and "NCIS" (143 index) attract significant viewership. Award shows maintain relevance too, with The People's Choice Awards, Country Music Awards, and The Academy Awards drawing substantial audiences.

Related: Beyond Gift-Giving: Understanding the Emotional Motivations of Holiday Shoppers

/// The Audio Landscape

Radio continues to play a meaningful role for holiday shoppers, with 81% tuning in regularly. Top 40 and Easy-Listening formats show particular strength, indexing 37% and 36% higher than average respectively. Classic Country rounds out the top three genres, also indexing at 136. This diverse mix of formats suggests radio serves multiple purposes in their daily routines.

Listening habits reveal interesting patterns. Traditional FM radio leads at 66% of listeners, while 23% tune in via internet radio and 18% through satellite services. Location-based listening shows 77% tune in while driving, 39% listen at home, and 15% at work or school, indicating radio's role as a companion throughout the day.

Podcast consumption reveals sophisticated listening habits. Educational content leads podcast preferences, indexing 53% higher than average, followed by mystery and drama formats. Podcast platforms reveal clear preferences, with Pandora (169 index) and Apple Podcast (147 index) leading adoption. In addition, 36% of our audience prefers listening to podcasts at home, while 19% tune in during commutes, and 11% listen at work or school.

/// Print Media and Outdoor Advertising

Despite the digital shift, print media maintains relevance among holiday shoppers. Magazine readership shows particular strength with lifestyle publications, with Southern Living and People indexing 65% and 37% higher than average respectively. Better Homes & Gardens and Allrecipes also perform well, indexing at 133 and 131, reflecting this audience's interest in home and culinary content.

Outdoor advertising proves notably effective with this audience. Non-digital roadside billboards reach 61% of holiday shoppers, while gas station digital signage engages 49%. Digital roadside billboards attract 43% of the audience. More importantly, these consumers take action after seeing outdoor ads, with 14% visiting advertiser websites (121 index) and 13% seeking more information on social media (122 index). This active response to outdoor media suggests it serves as an effective trigger for digital engagement.

/// Key Takeaways

1. Universal internet adoption underlies sophisticated digital media usage, with specific preferences for shopping, travel, and home improvement content
2. Social media platforms serve primarily as research tools, with 42% of shoppers conducting additional research beyond social recommendations
3. Streaming services dominate video consumption but show nuanced patterns, particularly in device preferences and content choices
4. Radio and podcasts provide important touchpoints throughout the day, with distinct preferences for different locations and times
5. Print media continues to reach holiday shoppers through targeted lifestyle content, particularly in home and food categories
6. Outdoor advertising drives meaningful engagement, with higher-than-average response rates
7. Multi-channel consumption patterns require integrated marketing approaches that recognize daily media habits

/// Conclusion

Holiday shoppers demonstrate sophisticated media habits that combine digital convenience with traditional touchpoints. While maintaining universal digital engagement, they thoughtfully incorporate conventional media into their daily routines. This balanced approach to media consumption creates multiple opportunities to reach these consumers with seasonal messages and promotions.

Their media consumption patterns reveal an audience that actively engages across platforms but maintains clear preferences for when and how they use each channel. Morning radio transitions to social media browsing during the day, followed by evening streaming and traditional TV viewing. This predictable pattern offers marketers natural opportunities to reach shoppers with relevant messages throughout their day.

Understanding how holiday shoppers move between media channels helps create more effective marketing strategies. Their careful consumption patterns suggest opportunities to build comprehensive campaigns that reach them at multiple touchpoints while respecting their preference for thorough research and thoughtful decision-making. The high response rates to outdoor advertising, combined with strong digital engagement, indicate that integrated campaigns can drive significant results.

Partner with us to create powerful multi-channel campaigns that reach holiday shoppers wherever they consume media. Our deep understanding of their sophisticated media habits will help you craft integrated strategies that combine digital channels with traditional touchpoints. From streaming and social to radio and print, we'll help you engage these valuable consumers across their entire media journey, delivering the right message at the right time on the right platform.