Saturday, September 14th, 2013

It’s a question that parents and marketers ask themselves around this time every year: what do our kids want for Christmas? Well, Australian children have spoken — and their answer starts with ‘i’.

Quizzed about shopping, leisure activities, new technology and what’s cool in Roy Morgan Research’s most recent Young Australians Survey, an overwhelming majority of children aged between 6 and 13 named products by US technology giant Apple as being cool for kids.

Shaping up to be this year’s breakaway Christmas hit? The latest iPod touch, coveted by 66% of boys and 68% of girls. Hot on its heels: iPods, iPads and iPhones. Not only is this easy for harried parents to remember, it suggests that a trip to the nearest Apple store would solve a few gift-shopping dilemmas.

All ‘i’ want for Christmas: Apple products cool for kids

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

With 89% of kids saying they enjoy using new technology, these findings are hardly surprising. What they mean for the non-digital sector of the market is another story …

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

“This generation of young Australians is more technologically savvy than any previous generation, and gets excited by digital products their parents never dreamed of. They’re spending increasingly more time online and this is having an inevitable impact on children’s retail.

“Not every shop stocks Apple products so smart marketers need to stay abreast of kids’ trends, interests and preferences to maximise their sales during key retail periods like Christmas.”

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


Christmas gifts for kids: Apple gadgets



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