Commentary

Shopping List for Kids Of All Ages

According to a recent survey by Nielsen, kids are eyeing some wallet-stretching electronics this holiday season.

Across a multitude of electronic offerings, the Apple iPad leads all devices (31% interest in future purchase) among American kids ages 6-12. Apple's iPod Touch is also popular choice among kids, generating similar levels of interest as computers. Of note, the iPod Touch outpaces the perennial handheld gaming favorites Nintendo DS and Sony PlayStation Portable - though look for the Nintendo 3DS to make a splash with young gamers when it releases in Spring 2011. Among gaming consoles, kids indicate they will be requesting the Sony PlayStation 3 the most this year; however, the platform will be competing with a variety of equally-popular mobile devices.

What Kids 6 to 12 Want (% of Respondents)

Product

% Wishing For Within 6 Months

iPad

31%

Computer

29

iPod Touch

29

Nintendo DS

25

PlayStation3

21

Smartphone (non iPhone)

21

Other mobile phone

21

iPhone

20

TV set

20

Nintendo 3DS

20

Nintendo Wii

18

Playstation Move

17

Blu-Ray player

16

Kinect for Xbox 360

14

PlayStation portable

14

Microsoft Xbox 360

12

E-Reader

11

Source: The Nielsen Company, December 2010

For the rest of U.S. consumers, electronic upgrades look to be a popular trend this year, with future interest in commonly owned devices such as computers, televisions, and smartphones outpacing other electronic offerings among consumers ages 13+. Kids aren't the only ones interested in the iPad: fully 18% of the 13+ population is also eyeing this hot new offering. The emerging technologies offered by Blu-Ray players and E-Readers also have good traction with teens and adults.

Beyond these products, gaming devices appear to be ready for another solid holiday showing. Console interest among ages 13+ is led by the Nintendo Wii and Sony PlayStation 3, which both maintain an edge over the Microsoft Xbox 360. Much has been made of new motion peripherals from Sony (Move for PlayStation 3) and Microsoft (Kinect for Xbox 360), and these gadgets garner sizeable interest, though interest was gathered prior to Microsoft's recent large-scale media campaign for Kinect, which launched in the U.S. on November 4.

What Consumers 13 and Over Want In Next Six Months (% of Respondents; General Population Sample)

Product

Want Within 6 Months

iPad

18%

Computer

20

iPod Touch

11

Nintendo DS

8

PlayStation3

13

Smartphone (non iPhone)

19

Other mobile phone

10

iPhone

13

TV set

19

Nintendo 3DS

6

Nintendo Wii

15

Playstation Move

9

Blu-Ray player

17

Kinect for Xbox 360

8

PlayStation portable

5

Microsoft Xbox 360

9

E-Reader

15

Source: The Nielsen Company, December 2010

Given the continued pressure on consumer spending, it is difficult to know how robust a holiday season this will be for tech devices, but this survey suggests the electronics aisle will be heavily traveled this season, concludes Nielsen.

The Nielsen Blog may be found here.

 

 

 

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