In SuperAwesome’s Christmas Present Survey, run during the first week of January, money (of pretty high value) was the most common gift for kids, while those unwrapping tablets or eReaders on Christmas Day outnumbered their friends getting Smartphones.
- 60% of the children we asked (ranging from 8-16) received money as a present this Christmas
- It appears that the age of the crumpled five-pound note from granddad appears to be over: 29% of those who got cash presents were given more than £100
- Only 20%, in contrast, got less than £20
- The next most common gift after money was clothes
- Over half the kids we asked (56%) got new clothes for Christmas this year, coming in ahead of ‘declining’ products whose hold remains strong: books (45%) and DVDs (37%)
- Constant chatter about the imminent reign of tablets seems to be somewhat justified
- 18% of the kids we asked were given a tablet or eReader for Christmas, 5% more than received Smartphones (14%)
- These devices also seem to have had the most impact
- When asked which category their favourite present was in, the ‘tablets and eReader’ category came first, with 10% of all kids (48% of all those who got them) naming these as their favourite presents
We asked kids to tell us what exactly their favourite present was and were met with a sea of electronic gadgets, from Xbox Ones to Hudls (see below). Squint hard and you might just be able to make out an ordinary toy.
For more information, or for a sample copy of our Youthscape or OnTrack reports, get in touch with SuperAwesome Research and Innovation here.