The Apple of Their Eye

A recent Nielsen survey shows kids’ holiday gaming and electronics appetites are whet by a number of top-selling Apple devices. The Apple iPad is the most desired consumer electronic among kids ages 6-12 for holiday 2011. In fact, the iPad increases its stronghold, with 44% of kids expressing interest in the product, up from 31% in 2010. Two other popular Apple devices, iPod Touch and iPhone, round out kids’ top three, with computers and other tablet brands each appealing to a quarter of younger consumers.

Many kids will also ask for gaming devices this year, with two products that offer unique gaming technologies: Nintendo 3DS, and Kinect for Xbox 360, leading the way. Given the 3DS’ spring 2011 release date and the surge in Kinect interest versus last year, parents can expect both devices to be frequently requested this holiday season. Beyond these, older Nintendo DS models continue to resonate with young gamers, while the PlayStation 3 and Xbox 360 edge out the Nintendo Wii as the most desired gaming consoles.

Interest in Buying in Next 6 Months (% of Respondents by Age Group)

Product

% of Ages 6-12 Interested in Buying

% Ages 13+ Interest in Buying

iPad

44%

18%

iPad Touch

30

11

iPhone

27

13

Computer

25

20

Tablet computer

25

na

Nintendo 3DS

25

6

Kinect for Xbox 360

23

8

Nintendo DS/DSI/DS Lite

22

8

Television set

20

18

Smartphone (non iPhone)

19

19

Sony Play Station3/PS3 Slim

17

13

Blu-Ray player

17

17

E-Reader

17

15

Microsoft X-Box 360

16

9

Other mobile phone

12

10

Nintendo Wii

11

15

PlayStation Move

10

9

PlayStation Portable

10

5

Source: Nielsen, October/November 2011

Among consumers ages 13 and older, appeal for the iPad has also broadened relative to last year, and exceeds that of computers, 2010’s top item. The iPad has successfully paved the way for other tablet offerings, as a notable 17% of adults/teens also express interest in non-Apple tablets.

E-Readers exhibit heightened appeal among teens and adults compared to last year, while gaming devices on the whole are somewhat less likely to be of interest to the 13+ crowd. The exception is Kinect for Xbox 360, which appeals to 12% of those ages 13+.

With so many products to choose from across both existing and emerging technologies, electronics are well-positioned to find their way onto shoppers’ lists again this season, and parents will clearly have some tough decisions to make as they weigh kids’ wants against their holiday budgets, concludes the report.

Additional information from Nielsen may be seen here.

 

 

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1 comment about "The Apple of Their Eye".
  1. Roy Fuchs from MFN , November 28, 2011 at 9:51 a.m.
    With all the interest in iPads, generic tablets and eReaders the question must be asked as to when they become a part of secondary school curricula? When will textbook publishers offer electronic editions, when will curriculum writers work with the flexibility that pick and choose and non-linear presentation allow, and when will schools more broadly eliminate the 40 pound backpacks many high school kids tote around all day?