Gruenewald said technological advances have allowed the church's digerati team to pinpoint the Christmas story downloads.
“In the past, the Christmas story was read in a book format, and it still is today in parts of the world. But many people — millions of people — are beginning to use their smartphone or their tablet to read about the birth of Christ,” he said.
“This season of the year, with the emphasis on all the other aspects of Christmas and how people celebrate it, we thought it was important to draw attention to what we believe is the real reason for the Christmas season, which is the birth of Christ.”
Gruenewald created the YouVersion Bible app as a way to use technology to make the Bible more accessible. Church leaders said the app has been installed on more than 71 million smartphones and mobile devices to date.