Kids in the U.S. Eyeing Big-Ticket Tech This Holiday Season

Kids in the U.S. Eyeing Big-Ticket Tech This Holiday Season

With Black Friday rapidly approaching, parents may want to get up early Friday morning to find deals, as a recent survey shows their 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.

Interest in Buying in the Next 6 Months (%): Kids 6-12

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 (15%) and Sony PlayStation 3 (13%), which both maintain an edge over the Microsoft Xbox 360 (9%). 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 (9% and 8%, respectively) – though of note, interest was gathered prior to Microsoft’s recent large-scale media campaign for Kinect, which launched in the U.S. on November 4.


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.

More insights on gamers, console dynamics, and allocations of time and money within gaming and the broader entertainment category will be featured in the second annual Nielsen 360° Gaming Report: U.S. Market, available in January.