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Apple set to wrap up the children’s Xmas market

Technology

Children as young as five are putting technology products at the top of their Christmas present wish list, according to a recent survey by battery brand Duracell.

The survey of 2,138 children between 5 and 16 highlights an increasing shift in the expectations of the younger generation when it comes to unwrapping gifts on Christmas Day.

On the day that Sony announced it will be ceasing production of the generation defining Walkman from next year, the Duracell ‘Toy Report’ (or Gadget Report as it should perhaps be referred to from now on) gives an insight into where the next generation is deriving its enjoyment.

Gone are the days of previously iconic gifts such as Rubik Cubes, Monopoly, Transformers or Barbie dolls. Instead, children are looking towards the more adult tech market for their ideal gifts with MP3 players and smartphones at the top of the list.

Apple is set to benefit the most from the 2010 Christmas market if the Duracell poll is anything to go by. The top three most requested gifts across the 5-16 age range are all Apple products with iPhone 4, iPod Touch and the iPad claiming the top three places at 14%, 13% and 12% respectively.

Although the upper ages make up a greater proportion of those wanting Apple products, a sizeable 17% of 5-8 year olds put an Apple gadget on their list. It just demonstrates that the impact of technology is extending its reach outside of the traditional adult market. The survey, although looking at the ‘ultimate’ wish list of 5-16 year olds, rather than a realistic representation of what Santa might be bringing, serves as a reinforcement of the power of tech brand marketing – and particularly of the ‘cool’ ‘must have’ Apple brand.

The pressures on parents to fund the more expensive tech ‘toys’ on the list will undoubtedly be tempered by their own desire to have access to such products, but just how similar the list below will look to the gifts that children will actually receive will only be seen in the New Year.

Duracell Toy Report Top 10 – Surveyed 2,138 children aged 5-16

1) iPhone 4 (14%)

2) iPod touch (13%)

3) iPad (12%)

4) Kinect for Xbox (6%)

5) Zhu Zhu Pet Hamsters / Kung Zhu Hamsters (5%)

6) Flip Video Camera (4%)

7) Toy Story 3 Jet Pack Buzz Lightyear (4%)

8) PlayStation Move (4%)

9) LEGO Harry Potter Years 1-4 Video Game (3%)

10) Barbie Video Girl (3%)

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