14 RESEARCH DUBIT Talk of the playground – HOW MOST WANTED CHRISTMAS PRESENTS CHANGE WITH AGE 70% 60% 50% 40% 30%
20% 10%
Toys Electronic Games Video Games
Bike/Scooter/skateboards Phone Money
0% Seven to Eight Age
Seven to Eight Nine to Ten 11-12
Toys 63% 38% 17%
Nine to Ten 11-12
Electronic devices Video games Bike/scooter/skateboard Phone 59% 60% 57%
53% 56% 50%
38% 36% 22%
19% 27% 50%
Money 37% 47% 48%
TOYS ARE still at the top of young children’s Christmas lists, but older children have turned their attention towards electronic entertainment. Those are the findings of exclusive research carried out for ToyNews by specialist youth research agency, Dubit. The firm’s research came from the input of 250 children aged between seven and 12 who were initially asked which type of presents they would like to find under the tree this year. These presents were broken down into 17 categories with toys ranking alongside the likes of video games, books and DVDs.
Overall – and somewhat optimistically – high value electronic
NOVEMBER 2011
items came high on most children’s lists, with 59 per cent asking for these within their top-five gifts – and that applies to both boys and girls. Video games came second on Santa’s list (53 per cent), with money at number three (44 per cent). By the way, relatives wondering whether to give either a gift voucher or money, should be aware that children place a much greater importance on cash, with vouchers making it onto only 17 per cent of lists. At the bottom end of the list were sports goods/kit (14 per cent), beauty products (12 per cent), jewellery (11 per cent) and novelty items like branded stationery (eight per cent).
Clothes were more popular for girls across every age group, being the most popular present for 11 to 12 year-old girls.
As for toys, they came a decent fourth place overall, and 39 per cent of children had them on their top- five list. Surprisingly 61 per cent did not. However, this could be explained by toys being most popular with seven to eight year olds (63 per cent) before declining to 38 per cent for nine to ten year olds and 17 per cent with 11-12 year olds. Thankfully, in the seven to eight
year-olds group, toys were the biggest winner by some distance, outperforming both electronic
devices and money. With older kids, video games were most popular with nine to ten year-olds (56 per cent), and electronic devices a close second (60 per cent).
TOYS
Dubit broke the category into nine different types of toy, and asked the children to rank them in order of preference. (In the analysis here, a toy is classed as popular if they ranked in the top three.)
Board games proved to be the most popular toy of all, appearing in the top three 124 times (out of 250), followed by vehicles (105), animal toys (eg animated plush, figures, etc
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92