What did kids get for Christmas? Clothes, tablets, and lots of money

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%)

Electronic devices

  • 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.

SuperAwesome Research Shows Mobile and Tablet To Dominate Christmas Games Market For Kids

SuperAwesome, the UK’s biggest kids and teens marketing platform, revealed some surprising data about what retailers should expect this Christmas from the current generation of kids. SuperAwesome Research and Innovation (formerly Swapit Research) is used by many of the UK’s top toy and FMCG brands to track changing habits amongst the 6-16 audience.

The company’s latest survey of over 1,000 kids shows that mobile and tablet platforms have comprehensively sidelined traditional games consoles in terms of both perception and desire.

Dylan Collins, SuperAwesome CEO stated that “We’re not saying that the Xbox One and PS4 won’t sell (they certainly will) but in the minds of this generation of kids, the default gaming device has now changed. We see this having a number of consequences in the marketplace;

-We believe that key console game titles will be more critical than ever before on consoles.
-Even though it’s a challenging platform, all brands need to be active on mobile and tablet (regardless of their destination content).










SuperAwesome also released the word-cloud generated from the raw survey data showing just how much Microsoft and Sony have been left in the dust (above left). The infographic represents the flood of responses when kids were asked to name the present they most wanted to unwrap on Christmas morning.

When kids were given a choice between these five devices to own, they ranked them in this order;

1) iPad (46%)
2) PS4 (22%)
3) Xbox One (14%)
4) Kindle Fire (11%)
5) Google Nexus 7 (7%)

SuperAwesome’s research team also released information on the mobile brands kids were looking forward to this Christmas. The top five brands (as ranked by the same group of 8-16 kids) were;

1) Minecraft (13%)
2) Despicable Me (11%)
3) Monopoly (8%)
4) Cut the Rope/Angry Birds (both 6%)

Collins continued “Minecraft is clearly demonstrating just how much of a global brand it has become. Interestingly we see Angry Birds starting to slip in terms of interest amongst UK kids. Perhaps sequel fatigue is setting in?”

SuperAwesome works with every major kids brand in the UK including Disney, Warner Bros, Activision and Nintendo. The company recently launched the only premium mobile network for kids content in Europe (Kids Mobile Network) and are considered to be the leading experts in digital marketing for kids and teens.

If you’d like to find out more about trends in the kids market, please get in touch with us through our contact page.

‘Live TV’ or ‘On Demand’ ?

on-demandAs Internet speed has improved over the past couple of years so too has the number of those watching television on ‘On Demand’.

On Demand has allowed viewers to catch up and watch their favourite programmes when it suits them and 58% of 8-16 year olds now watch TV on a laptop or computer. Not only that but TV viewing on tablets and mobiles continues to grow too, with 20% of 8-16 year olds watching TV on a tablet and 16% on a mobile. On Demand appeals to younger viewers who like the flexibility it offers, rather than having to watch programmes at their scheduled times only, giving them the freedom to engage with different media when it suits them.

That is not to say that all watch On Demand as most still prefer ‘Live’ TV with 35% of 8-16 year olds preferring it compared to 15% ‘On Demand’. BBC iPlayer is the most commonly watched On Demand service followed by ITV player, 4OD and Demand 5, while many are also streaming shows off services like Lovefilm and Netflix to avoid sitting through adverts.

To find out more about this and get the full report on the subject get in touch here