Anyone wondering about Apple's dominance in the tablet computer and phone markets needs to look no further than Nielsen's latest market research into the Christmas wish lists of children aged 6 to 12.
Apple products took the top 3 spots for popularity – 44% of children surveyed wanted an iPad (compared to 25% who wanted a non-iPad tablet computer), 30% wanted an iPod Touch (with no data reported on a percentage that wanted another mp3 player; assumed to be less than 10%), and 27% wanted an iPhone (compared to 19% who wanted a non-iPhone smartphone and 12% who wanted a basic mobile phone).
I believe this ubiquity of Apple products on childrens' wish lists is mainly due to Apple's incredibly effective branding and marketing strategies. People just KNOW what an iPad is, what it does, what to expect from it, whereas consumers have to read and carefully compare between other tablet PCs such as the Blackberry Playbook, the Samsung Galaxy Tab, and the dozens of other Android-powered tablets all competing for a share of the tablet market. Because of the wide variety of models for a similar product, no one tablet has been able to market even half as effectively as the iPad (although it should be noted that the Samsung Galaxy Tab was the only Android-powered tablet I could name, due to its aggressive marketing strategy in recent months).Nielsen's research also yields some more interesting revelations for holiday shoppers this year – Nintendo's 3DS will likely prove to be a more popular device than initially predicted, with 30% of children adding them to their wish lists. And older Nintendo models still hold lots of clout with the children's market, with older DS models beating out the Playstation Portable 22% to 10%.
And in the world of motion-based gaming, the Kinect for Xbox 360 is the clear leader, with 23% appearance compared to 11% for the Nintendo Wii and just 10% for the Playstation Move. Due to the lackluster interest in the Move and the vast improvement of the current state of PC gaming hardware compared to the hardware in the current generation of game consoles, I believe a new iteration of the Sony Playstation could be coming sooner than many expect.
Source: US Kids Looking Forward to 'iHoliday' 2011, Nielsenwire blog
Update - In table format -
Source - The Apple of Their Eye, Media Post Research Brief
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