Thursday, December 8th, 2011
If parents are still searching for gift ideas for children this Christmas, Roy Morgan Research’s ‘Understanding Young Australians’ report shows iPods were rated as ‘cool’ by the highest proportion of Australian 6-13 year olds, compared with other items.

iPods were the clear number one on the cool list as of June 2011, however many other items proved popular such as gaming consoles Nintendo Wii (64%), Nintendo DSi (51%), Playstation 3 (46%) and Xbox 360 (43%). Television and movie characters that featured in the top 10 included The Simpsons (53%), SpongeBob SquarePants (46%), Harry Potter (41%) and Toy Story (38%).

Items Rated as Cool by 6-13 Year Olds

Source: Roy Morgan Single Source, July 10 – June 11, n = 3,283.

When looking at popular items for girls aged 6-13, iPods were clearly the favoured item with 74% of respondents rating them as cool. Both the Nintendo Wii (63%) and Nintendo DSi (52%) were also popular.

Items Rated as Cool by Girls

Source: Roy Morgan Single Source, July 10 – June 11, n = 1,643.

As with girls, iPods also proved to be a hit with boys with 69% rating them as cool. Gaming consoles were also highly placed among boys with the Nintendo Wii (65%) and Playstation 3 (63%) rounding out the three coolest items.

Items Rated as Cool by Boys

Source: Roy Morgan Single Source, July 10 – June 11, n = 1,640.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Young Australians can be a rather picky bunch when it comes to what is cool and popular. However from Roy Morgan’s Understanding Young Australians report we see some pretty obvious winners. iPods are clearly the favoured piece of entertainment technology, with a higher proportion of Young Aussies rating them as cool than gaming consoles such as the Nintendo Wii.

“There doesn’t seem to be a great deal of difference between boys and girls when it comes to what’s ‘cool’. However on the cool list for boys was the Playstation 3, Xbox 360, Lego and Harry Potter, whereas the girl’s cool list included Disney, clothing brand Roxy, Hannah Montana and Toy Story.”

Roy Morgan’s Understand Young Australians report will provide a thorough understanding of young Australians in terms of attitudes, favourite characters and games, media usage with a focus on the internet, food and drink consumption and mobile phone usage.

Roy Morgan’s Young Australians Survey – Tine Spent with Activities report takes a detailed look at the activities which young Australians participate in, such as media usage, sport and homework.

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


parents searching for gift ideas for children this Christmas



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