Amazon's Kindle e-reader is the most desired electronic gadget among UK consumers this holiday season according to a new survey by Intersperience.
The results of the Intersperience Christmas Shopping survey released November 21 revealed that Amazon's Kindle is the "most sought after electronic gadget" this holiday season with 24 percent of respondents who plan to buy electronic gadgets indicating that they will be purchasing a Kindle or "similar e-reader."
However Apple's iPad, the most desired gift in the US by children aged 13 and over according to Nielsen, was not so popular in the UK, ranking sixth out of nine in the list of "most sought after electronic gadgets" according to Intersperience.
Other popular consumer electronics were ‘mobile/smartphones' chosen by 15 percent of respondents; followed by 'laptops' with 13 percent; ‘games consoles' with 11 percent; and ‘iPod or MP3 player' also with 11 percent.
Below Apple's iPad ‘and other tablets' in sixth position with 10 percent were ‘digital cameras/camcorders,' also with ten percent, ‘sat nav' with five percent and finally ‘Blu-ray players' selected by only one percent of respondents.
The Intersperience Christmas Shopping Survey, released November 21, was conducted among 1,000 UK shoppers.