Study: Kids want iPads, not consoles

By Fred Dutton Published 23 November, 2010

Plus, E-readers more popular than PS3?

The iPad is at the top of your average kid's Christmas list, according to new research - well above traditional gaming consoles.

A recent Nielsen poll, as reported by Gamasutra, revealed that 31 per cent of all six to 12 year olds surveyed were "interested in buying" an iPad in the next six months, compared to just 12 per cent who coveted an Xbox 360.

The top 10 looked like this:

  1. iPad: 31 per cent
  2. Computer: 29 per cent
  3. iPod touch: 29 per cent
  4. Nintendo DS: 25 per cent
  5. PlayStation 3: 21 per cent
  6. Smartphone (non-iPhone): 21 per cent
  7. Other mobile phone: 21 per cent
  8. iPhone: 20 per cent
  9. TV set: 20 per cent
  10. 3DS: 20 per cent

Further down the list, 18 per cent said Wii, 14 per cent said PSP and 12 per cent said Xbox 360.

The results were slightly different among those aged 13 and above. Their top 10 read:

  1. Computer: 20 per cent
  2. TV set: 19 per cent
  3. Smartphone (non-iPhone): 19 per cent
  4. iPad: 18 per cent
  5. Blu Ray player: 17 per cent
  6. E-reader: 15 per cent
  7. Wii: 15 per cent
  8. iPhone: 13 per cent
  9. PlayStation 3: 13 per cent
  10. iPod Touch: 11 per cent

Xbox 360 claimed nine per cent, DS took eight per cent, 3DS took six per cent and the PSP took five per cent.

Where to start? Call us old-fashioned, but shouldn't six year-olds dream of buying bags of chocolate mice and marbles, rather than £500 tablets and HD TVs? And more teenagers want E-readers than PlayStation 3s? Really?

Picture of Fred.

About Fred Dutton

Fred Dutton is Eurogamer's US news editor, based in Washington DC.

Read more articles from Fred by visiting the Fred Dutton archive page.

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Comments (53) Latest comment 2 years ago

Comments for this article are now closed, but please feel free to continue chatting on the forum!

  • ISmoke #1 2 years ago

    They don't want a new console for Xmas... What else can you get at Xmas?

    Crazy kids

  • Retroid #2 2 years ago

    Mental lists.

  • Joshua55 #3 2 years ago

    Kids dont want consoles cause they probably have the console they want, consoles are cheaper then ipads and have probably already been bought for the kids in this survey. Nice on the E-readers though, glad to see kids wanting to read as much as gaming :)

  • Radish #4 2 years ago

    Can anyone see 6-12 year olds buying an iPad, or being given one as a present? Seems like a fairly meaningless statistic.

  • Deckard1 #5 2 years ago

    Kids are stupid. Everyone knows that.

  • RandomRash #6 2 years ago

    Kids aged 13 and above want a computer as their no 1 xmas present

    You know thats for porn er i mean homework!

  • Shabbaranks #7 2 years ago

    Ahhhhh the innocence of kids. Top of my list is hookers then drugs, sadly the ipad nowhere to be seen.

  • feistycheese #8 2 years ago

    Well, times have changed, I remember wanting the Millenium Falcon, and being told to shut up, and be grateful for my orange in a slightly stained sock.

    PS3's and iPads, tsk tsk, kids today . . . *puts on flat cap and takes whippet for a walk*

  • el_pollo_diablo #9 2 years ago

    Kinect and Move may both need to spend a few more marketing pounds by the look of it.

  • FuzzyDuck #10 2 years ago

    Considering how badly the economy is on the skids they'll probably be left "wanting" these for Christmas next year too.

  • TheTingler #11 2 years ago

    I'm just happy that all the kids, whatever the age, want a PC. As long as they use that to game (too) I'm a very happy man.

    And chocolate mice are good too, but I'd never actually ask for chocolate. I'd ask for something I couldn't afford myself.

  • DrStrangelove #12 2 years ago

    Not surprising actually, the iPad is the ultimate multitoy and children love the iPhone already.

    What surprises me is that the PS3 is so much more desired than the Xbox, in both age groups. Apparently they don't read EG :)

    And apparently MS was well advised to hype Kinect beyond reason.

  • captain_Carl #13 2 years ago

    Why the shit would a kid want an iPad? I can't see why anyone would want one, but a kid? Seriously?

  • patootik #14 2 years ago

    This survey does not tell us how many of the kids already own the items listed here. Given the high sales of the 360 in the west it's likely that a fair bunch of them already own one, same goes for the Wii, then slightly behind that the PS3. In fact if you inverted the stats here you might possibly get a rough idea of what kids of those age groups already own.

  • gnrlstuart #15 2 years ago

    top of my list is that insanely hot girl from my drama class ;)

  • patootik #16 2 years ago

    @gnrlstuart

    Ahhhhh, drama class, how fondly I remember thee, home to many an insanely hot girl.

  • Master09 #17 2 years ago

    Its time Apple made a console and got into the gaming market.

    They are big enough to be successful even against the stiff competition from Ninty, Sony and MS.

    Plus more competition is good!

  • StooMonster #18 2 years ago

    iPads are E-Readers, maybe they should add those categories together. Or is that non iPad E-Readers?

    Edit: ironically, written on an iPad and thus needed editing (darn that auto complete).
    Edited by StooMonster at 23/11/10 @ 05:29

  • Caimbeul #19 2 years ago

    I think it is safe to say that this survey is bollocks.

  • Dizzy #20 2 years ago

    Capitalism in action!

  • InfiniteFury #21 2 years ago

    "And more teenagers want E-readers than PlayStation 3s? Really?"

    Well, that's just common sense, eh PS3 owners? EH? Corr, I love the smell of negging in the morning.

  • skuzzbag #22 2 years ago

    It's just a shame then that in another survey on the news yesterday parents said that they'd be scaling back the spending this year.

    Look out for a nice bag of nuts kids and a couple of oranges in your stocking this year.

  • raion #23 2 years ago

    I'd love a really nice e-reader myself, but can't bring myself to justify the entry price point. not when normal books are still around and cheaper than ever. one day though... one day.

  • Fab4 #24 2 years ago

    When I was 11 I wanted Grandstand's Astro Wars. I think I got a Terry's chocolate orange, The Broons annual and a new school-bag. There wasn't even a global financial meltdown to blame.

  • stuntmaster #25 2 years ago

    when i was 13 i wanted a bmx

  • dagas #26 2 years ago

    Those are some expensive gifts. When I was a kid I was lucky if I got a game for €50, I would never get a console, PC or a TV. However wishing is one thing, I doubt many of them will be getting iPads for €700.

  • Doctor_What #27 2 years ago

    I considered myself very lucky when I got 'Mickey Mouse's Castle of Illusion' and the arcade power stick for the Mega Drive in one year... And they want an iPad?!?

    Give a lump of coal and tell them to not be so avaricious next year.

  • menage #28 2 years ago

    let them, saves us the generic crap the Wii is flooded with.

  • Haerger #29 2 years ago

    Strange, I thought Kinect'd be number 1.

  • Doctor_What #30 2 years ago

    @Haerger: Why?

  • Freek #31 2 years ago

    Iphone or Ipad...as a kids gift??? That's crazy.

  • menage #32 2 years ago

    @Freek

    Indeed. If I had kids they would maybe get a DS, sure as hell not a 500 buck machine.

  • Fletche #33 2 years ago

    "When I was 11 I wanted Grandstand's Astro Wars"

    Remember me and the boy next door sneaking into his mum's wardrobe to bring this down to play on before Christmas day, happy times, I think all kids should get an Astro Wars this Christmas.

  • Freek #34 2 years ago

    I got Optimus Prime once, and Lego. That was awsome. But a computer or some super high tech gadget?? Insane.
    Edited by Freek at 23/11/10 @ 08:44

  • gjgjg #35 2 years ago

    Hmm, no kid of mine will be getting an ipoadle thingy! Be luck to get a bag of coal in their stocking!

    Oh god, I am my father!

  • paulf #36 2 years ago

    I want I want I want

  • potter73 #37 2 years ago

    When I was about 10, I wanted 'Big Trak'......and would you adam an eve it, x years later...its only gone and been re-released!! Going to nag the wife until I get it (I know its dirt cheap, but I'm as tight as a gnats chuff) :)

  • homerramone #38 2 years ago

    Data source: Apple

    ;-)

  • metalmike25 #39 2 years ago

    I'm still waiting for my Tomy World Cup Soccer :(

  • geeza2020 #40 2 years ago

    What a load of old guff. When I was 12 I wanted some new football boots, or maybe a new Mega Drive game, not something like a fricking ipad. It wouldn't surprise me if the people who conducted this survey are in some distant way linked with Apple.

  • gribb #41 2 years ago

    This is proof that kids are dumb.

  • kinky_mong #42 2 years ago

    Who in their right mind would be a 6-12 year old and iPad?! They'd only ruin it with the grubby fingers that all kids have.

    Anyway this survey is bollocks, kids are stupid and easy to please, they'll like anything if there's a cartoon character on the front of it. Just draw Peppa Pig on a bag of granite and spend your money on something worthwhile.

  • Haerger #43 2 years ago

    @Doctor What. Half billion dollars etc.

  • Sabreman64 #44 2 years ago

    Wow. I can see from this survey that kids and teenagers really want that new fangled Kinect gadget, don't they?

  • arcam #45 2 years ago

    When I was a kid I was lucky if I got a game for €50, I would never get a console

    Where did the console come from?

  • Quak #46 2 years ago

    "31 per cent of all six to 12 year olds surveyed were "interested in buying" an iPad"

    Did no-one point out that precisely 100% of these kids won't be able to afford one for like another 10 years and so that the whole question was pointless and stupid?

  • darc #47 2 years ago

    Kids these days. (Someone had to say it.)

    It's been touched on already, but yeah, the article doesn't mention whether the "study" took into account what these kids already own. Of course they'll prefer an iPad over a PS3/Xbox if they've already got the latter laying around.

  • Bravestinsane #48 2 years ago

    Thats really poor reporting Eurogamer.

    As a university student i have to look in depth at reports and backtrack to find original sources.

    Yeh you have the original source, but that study is utter garbage, it doesn't say what type of study it was, hell it doesn't even show the >>>>>>>>>SAMPLE SIZE
    Edited by Bravestinsane at 23/11/10 @ 16:47

  • Bravestinsane #49 2 years ago

    Also its worth taking note that its a 'Poll' which suggests it was voluntary, obviously attracting those who have a strong interest in buying one of those items. Which blatantly segregates those who have opinions but not a strong interest in buying something.

    I doubt 10-12 year olds even know what the iPad was designed for, i see no details on whether anything was explain what a device is.

    I doubt those results are correct, im sure iPhone will be higher, i would think some people missclicked or considered a iphone a smartphone and so selected that option.

    At that age childrens choices are much more manipulated by adverts and there is probably more iphone adverts than any other device.

    Overall the entire poll is utter garbage its the type that pop up someone clicks whatever they want without reading the question. Also with no sample size show the fact you are so blindly reporting this "poll" suggests you (Eurogamer) actually believes these results to be hard fact when there's no evidence of how this study took place.

    I have to do this spectrum of evidence crap, and that "poll" would be right at the bottom in terms of quality, im genually surprised you bothered reporting it should leave that garbage for the Sun to report next to a pair of tits on page 3.

  • Bravestinsane #50 2 years ago

    Had to do that in 2 posts, for some reason wouldnt let me edit the first.

  • Mono_X #51 2 years ago

    According to those results:

    21% of 6-12 year olds want a PS3.
    But only 13% of 13+ year olds want a PS3.

    In-fact more 6-12 year olds want a PS3 than 13+ year olds want a Wii.

    "It's been touched on already, but yeah, the article doesn't mention whether the "study" took into account what these kids already own. Of course they'll prefer an iPad over a PS3/Xbox if they've already got the latter laying around."

    True, but the DS has sold more than the PS3/360, yet is higher on the first list.

    The Wii has sold more than the PS3/360, but is higher on the second list.

    I think these results are messed up!

  • Centrifugal #52 2 years ago

    Probably because at this late stage of the Xbox's life most of these kids already have a 360, whereas the iPad is a relatively new thing.

  • AaronTurner #53 2 years ago

    So they went to the nearest private school and interviewed 20 kids.