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Kids choose Apple over other tech brands this holiday season

business Updated: Nov 19, 2011 13:26 IST
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With Black Friday, Cyber Monday and the holiday season just around the corner, American children have their hopes pinned on finding Apple products, ideally an iPad, in their stockings according to the results of a Nielsen survey released November 17.

The survey found that among US children aged 6-12 years the most desired consumer electronic device was an iPad with 44 percent of kids expressing an interest in the product, up from 31 percent in 2010. Apple products also came in second and third place with 30 percent of respondents in this age group expressing an interest in an iPod Touch and 27 percent going for an iPhone.

Only 25 percent of 6-12 year olds would be happy with a tablet computer that was not an iPad and a mere 19 percent would be pleased if Santa bought them a smartphone that was not an iPhone.

The iPad was also top among children aged over 13 years with 24 percent expressing an interest in the product. The iPod Touch was not as desired by this age group with only eight percent expressing an interest in buying one; computers and e-readers however were more popular coming joint second with 18 percent of this age group expressing an "interest in buying one" over the next six months.

While the Nielsen survey was only focused on consumer electronics it does reflect general demand among children for high-tech toys this holiday season; with organizations and retailers such as the Toy Retailers Association (TRA), Toys R Us, the Canadian Toy Testing Council and others naming toys such as the Kidizoom digital camera from Vtech and the LeapPad Explorer tablet from Leapfrog among this year's 'must have' items.

While some such as chairman of TRA's Dream Toys selection panel Gary Grants argue that "technology has been used to enrich the whole experience of play"not all agree. In a November 16 report American organization Teachers Resisting Unhealthy Children's Entertainment (TRUCE) condemned high-tech toys such as the Vinci Tablet Computer, which is aimed at infants and toddlers, as "replac[ing] interaction with people and the world with screens from birth."