Saturday, September 14th, 2013 - Roy Morgan Research
Toys, techno-gizmos and clothes are what Australian children between 6 and 13 years are hoping to see under the Christmas tree this year.



Quizzed about shopping, leisure activities, new technology and what’s cool in Roy Morgan Research’s latest Young Australians Survey, the kids’ responses provide some handy insights into winning gifts for the younger generation this festive season.

So what is cool? For 66% of boys and 68% of girls, it’s the latest iPod Touch – shaping up to be this year’s breakaway Christmas hit. Other digital gifts with sure-fire appeal for girls and boys include iPads and other tablets, iPhones and Nintendo Wii.


What’s cool for kids?


Source: Roy Morgan Young Australian Survey, July 2009 - June 2010 and July 2011 – June 2012, average annual sample n = 2,500.

Quizzed about shopping, leisure activities, new technology and what’s cool in Roy Morgan Research’s latest Young Australians Survey, the kids’ responses provide some handy insights into winning gifts for the younger generation this festive season.

So what is cool? For 66% of boys and 68% of girls, it’s the latest iPod Touch – shaping up to be this year’s breakaway Christmas hit. Other digital gifts with sure-fire appeal for girls and boys include iPads and other tablets, iPhones and Nintendo Wii.

While these switched-on youngsters are spending more than 8 hours per week on the internet (up by almost 25 minutes from 2010), they spend more time with their friends (almost 9.5 hours per week) than they do online and play more sport (just!) than computer games. Giving them sportswear — especially iconic labels like Billabong and Nike — could score big Christmas points.

Superheroes continue to rate highly

Toys branded Batman, Superman or Spiderman make welcome gifts. Cartoon characters like Spongebob Squarepants and Bugs Buggy are also much loved; so too is anything related to perennially popular TV show The Simpsons.

Of course, looking at how kids spend their own money is always a good guide. And with 46% of children buying toys in 2012, gift-shopping just got easier!

John La Rosa, Industry Director - Agencies, Roy Morgan Research, says:

“While this generation of young Australians is more technologically savvy than any previous generation, and gets excited by digital products their parents never dreamed of, it’s interesting to see timeless childhood favourites like superheroes, sports and toys still rate highly.

“Smart marketers realise that to maximise sales at key retail periods like Christmas they need to stay abreast of kids’ trends and preferences.”

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