#United States #Nashville #holiday shopping #Asurion #Tech Devices

After the Wrapping Paper Settles: Americans Face 1.4 Billion Hours of New Device Setup

The holiday season marks the pinnacle of tech buying, where consumers eagerly unwrap boxes filled with state-of-the-art devices. However, a crucial question lingers: What happens once the excitement subsides and the new gadgets become part of everyday life? According to a recent report from Asurion, a tech care company, this holiday season, Americans will collectively spend an astonishing 1.4 billion hours setting up their new devices. That's over eight hours per adult, which can equate to five re-watches of Home Alone while configuring these tech gifts for themselves and loved ones.

The Wish List: What Tech Tops Consumers' Lists?

Asurion's findings stem from insights gathered from over 3,000 tech-savvy U.S. consumers, revealing the most coveted tech gifts of the season. Wireless headphones emerged as the top purchase, with 49% of shoppers eyeing a pair, particularly among Gen Z, where 75% intend to make this purchase. Following closely are smartphones at 48% and smartwatches garnering interest from 40% of respondents, particularly Millennials. Moreover, handheld gaming devices caught the attention of 34%, a figure that doubles when focusing on households with children.

The Thrill of the Deal

Interestingly, the excitement does not solely arise from unboxing a new tech gadget. According to the report, the thrill of scoring a good deal outweighs the anticipation of opening a new device for many shoppers. The report emphasizes that the setup phase can often transform into a time-consuming ordeal, amplifying stress levels when dealing with new technologies.

Tech Setup: A Hidden Challenge

Americans face the ultimate tech dilemma this holiday: about 39% of consumers reported frustration with setting up smart home devices such as thermostats and video doorbells—often the most complicated to configure. The top stressor reported by consumers during the setup process was transferring data from old devices. Following closely were concerns about ensuring everything was functioning correctly alongside potential defects and returns. Notably, 24% of respondents indicated that a difficult setup experience would deter them from repurchasing from a brand in the future.

The Reality Check: When the New-Tech Shine Wears Off

Once the initial excitement fades, not all tech gifts live up to expectations. Over 33% of the surveyed consumers confessed they use items like VR headsets and e-readers less than they originally anticipated. Furthermore, 43% acknowledged that insufficient usage or perceived value would dissuade them from choosing the same brand again, highlighting the importance of the initial device experience in establishing long-term loyalty.

Longevity and Repairability: Key Factors in Tech Device Value

As you ponder how long these tech investments will last, insight from uBreakiFix by Asurion sheds light on the lifespan and repairability of popular devices:

• - Wireless headphones: Expected lifespan is under three years, with limited repair options mainly due to non-replaceable batteries.
• - Smartphones: Typically last over five years and remain highly repairable, with batteries and screens being the most frequent repairs.
• - Smartwatches: Generally last around three years, but repair options are often limited.
• - Handheld gaming devices: Expected to last about six years, highly repairable for issues like charge ports and controllers.

This repairability reveals a significant insight—common issues like battery wear or screen damage can often be resolved. However, in instances where devices can’t be repaired, a protection plan simplifies replacements to keep customers connected.

Repair or Replace? The Dilemma Continues

Expectations around tech longevity and maintenance have led to an intriguing pattern. Based on Asurion's data, around one in twelve smartphones purchased this holiday season may experience loss or damage by summer. Surprisingly, two-thirds of consumers still lack any form of protection plan, resulting in an estimated $24.8 million spent on phone repairs and replacements this year. Moreover, nearly half of new phone buyers plan on keeping their old devices as backups, while 53% admit to having three or more devices lying unused at home.

A Lasting Holiday Impact

Ultimately, the holiday season serves as a reminder that unwrapping new devices is only the beginning. The focus must shift to ensuring these gadgets work seamlessly beyond the festive cheer, emphasizing the importance of customer support through setup, repair, and potential trade-ins. Companies that succeed in providing integral support during this entire journey will likely cultivate lasting loyalty from their consumer base.

About the Study

This insightful study arose from TechTalk by Asurion, which reflects the diverse landscape of U.S. tech consumers through a sample of over 3,000 members. Conducted in October 2025, it surveyed 479 respondents ranging from ages 18 to 64, delivering robust insights into modern tech habits and trends.

About Asurion

Asurion began its journey in tech care focused primarily on cellphone insurance, but has since evolved to provide comprehensive support across various devices, including tablets, computers, and smart speakers, ensuring customers receive timely assistance whether online or in person. With a commitment to keeping consumers connected to their loves, Asurion continues to prioritize customer satisfaction by handling everything from setup to repairs.