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.

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