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Nielsen: iOS devices more desired by kids than consoles

30% of 6-12s want iPad/Touch; only 12% want 360

US children seem more interested in owning an iPod Touch or iPad than a dedicated home or handheld game console, according to findings by Nielsen.

29 per cent of the six to twelve year-olds surveyed expressed a desire to own a Touch within the next six months, with 31 per cent saying the same of an iPad.

By contrast, just 12 per cent talked of acquiring an Xbox 360, with the PSP, Wii, PS3 and DS coming in at 14, 18, 21 and 25 per cent respectively.

Computers were high up the list at 29 per cent, reflecting the interest in social networking and games. Kinect and Move, meanwhile attracted 14 and 17 per cent of interest amongst six to twelve year-olds.

However, Nielsen admitted that the October survey was conducted prior to Microsoft's Kinect marketing blitz.

Children aged 13 and above were more interested in other consumer electronics such as TVs and smartphones, with the most-desired dedicated gaming device being the Wii, at 15 per cent.

"Given the continued pressure on consumer spending," claimed Nielsen, "it is difficult to know how robust a holiday season this will be for tech devices, but this survey suggests the electronics aisle will be heavily traveled this season."

Survey sample size and methodology was unrevealed, outside of constituting a "general population sample."

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Latest comments (15)

Seems like 90% of the "by contrast" group are talking about wanting a console not an ipad/pod so I'm guessing that more than one response was asked for and given.

I think the only salient point we can take from this data is that kids want stuff.

Can someone please pay me for that analysis?
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Martin Prochazka CEO, Hammerware10 years ago
Nice to see data supporting my point of view. Home consoles start to be obsolete among young generation which is more social/mobile. I think with Tegra2 devices, this could go much further...
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Geraint Bungay Online Publishing Director, Supermassive Games10 years ago
Robert that made me LOL, cheered up a dull morning thanks :-)
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Show all comments (15)
Kevin Clark-Patterson Lecturer in Games Development, Lancaster and Morecambe College10 years ago
Its the whole portable mobile device for being out and about with, on the move communication and gaming in one handy (expensive) device. Kids still have bags of energy around that age (6-12) and don't want to sit in front of a TV for hours on end. Funny how that's what games companies want which is the complete opposite of what parents and various governments want.

By the time they reach 13/14 parents start supplying them with 18 rated titles and all of a sudden its cool to sit in front of a TV for hours on end shooting sh*t to bits because that's cool! Right?!
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Josef Brett Animator 10 years ago
Shows exactly what I thought all along. Kids know nothing!

Edit: On a serious note, it amazes me how young children are given tech these days. I never would have dreamed of an ipad (or whatever was out in the mid 90's) when I was 12!

These tweens really do command a large amount of spending power.

Edited 1 times. Last edit by Josef Brett on 23rd November 2010 12:43pm

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Tony Coles Account Manager, Peppermint P10 years ago
Where's the device ownership stats? Surely this survey is meaningless without knowing what percentages of the sample group *already own or have access to* the products in the survey!
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Jason Sartor Copy editor/Videographer, Florida Today10 years ago
My thoughts exactly Tony.

How many of those kids already have an Xbox 360, which is five years old, as opposed to the iPad which is a few months old?

As a current PS3 and Xbox 360 owner, I also am in the category of 75 percent who does plan on getting a new PS3in the next six months. 360 is not in the plan either, but hardware failure is such a crap shoot! Celebrating five years of RRoD.
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Its all about the mobile device now.

* Young kids see their older siblings and tween kids on iPhones and Androids and simply want to emulate what they see.

* Tweens are addicted to SMS and Twitter and are happy to pay/play for high production value games on the same device (iPhone/Android). Thats why there's more iOS games now than all the PC and console games put together.

* Consoles are now sadly "for old men" - you cant text or tweet from an XBox.
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Kieren Bloomfield Software Engineer, EA Sports10 years ago
I think the only thing this proves is that kids like shiny new things. Our home console are now old, the xbox360 now being 5 years old. That's not interesting to the kids anymore. If like we're predicting we don't have replacements for the current gen consoles in the next couple of years then of course the kids are going to move to new devices.
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Alex Yuen10 years ago
@Kevin Clark-Patterson - well said, that's exactly what's happening to the kids that I see.

Together with the research reported in another article ( I am intrigued by how these 'research' conclusions are often drawn so hastily. At best, these are just some forms of market manipulation.
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Greg Wilcox Creator, Destroy All Fanboys! 10 years ago
Unless the child labor laws have shifted, given that kids don't have JOBS, so they can buy STUFF they really aren't the ones to poll, I'd say... If ice cream, pizza rolls and cookies were in that list of answers, I'd bet you'd see that as the headline...

I'd bet mom and dad would rather drop their hard-earned cash on a console, not an iPad for their brat.. but who knows...

Next up: Apple introduces the "iKid" a device made specifically for that market noted in the survey (and Apple, if you steal my stupid joke and make the damn thing, I'm going to kick you in the nuts)...

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Yiannis Koumoutzelis Founder & Creative Director, Neriad Games10 years ago
I see the majority of them wanting a game console. 25% wants a DS (and most of them already have one). Which is not that far away. 3DS was out of the picture since it is not out yet. Considering that kids have mobiles these days, and that iOS devices are the most shiny things right now it's not a surprise. also there was not one choice. they pretty much wanted it all.

What if they were asked to pick one!

However there is definitely a change coming up in home entertainment. Consoles as we know them started feeling a bit old school. But they are still the best and more affordable solution for people who want to play games together.
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A small reality check is in order here for those who are using this spurious data to support the "consoles are dead" idea. How many parents of 6 - 12 year-olds are going to buy an expensive ipad for gaming, that the child can carry around, lose or break? Compared to how many will buy a console that can safely sit under the TV and under the watchful eye of the parent.

Despite the kid wanting the cool shiny thing that they can show off at school, I imagine a majority of them will have to settle (?) for a dowdy old console under the TV.

It's a hard life for kids these days.
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Tom Keresztes Programmer 10 years ago
Is this the same Nielsen company which ignored video recorders (like TiVo) in their TV ratings?
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Greg Wilcox Creator, Destroy All Fanboys! 10 years ago
^Yup, Tom - that be them, arrrr. I actually used to be part of that whole survey thing until I realized that the ratings system was really screwed up in terms of actual tracking...

And blast you Robert! You stole my follow-up post. I saw a kid about eight or nine drop his daddy's iPad last week at the subway. You should have seen Hipster Daddy-O hold in the losing it big time as he turned red from the neck up, picking up what was left of his expensive pageless book/expensive etch-a-sketch (I think he was RROD'ing judging by the noises he was making).

The poor kid (who's poorer now that I bet whatever allowance he was getting is docked for eternity and a day) looked like he was going to drop dead (or one of those gigantic-eyed Keane painting kids).

I had to hoof it a few yards away because I couldn't keep the laugh I was holding in.
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