Nearly Half of Parents Plan on Buying E-Reading Devices for Kids This Holiday Season

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E-reading devices and the digital books to fuel them will be popular gifts this holiday season, an October 2013 study by PlayCollective with Digital Book World reveals. Almost 46% of parents plan to purchase a new device for their child to read ebooks, up six percentage points from last year. Over half (57%) of these parents intend for the device to belong primarily to their child. And, good news for publishers, nearly three-quarters of parents plan on buying ebooks for their children this holiday season, more than last year.

holiday purchase intent

The online survey sampled 603 US adults with children ages 2 to 13, who read ebooks. This is the third such survey by PlayCollective over the course of 12 months, tracking penetration, habits and attitudes in digital reading.


Earlier PlayCollective and Digital Book World Reports: The ABCs of Kids and Ebooks | Back to School in an E-Reading World

Learn more about kids and e-reading at Launch Kids at Digital Book World 2014. More results from this study will be presented. Schedule.


Android is catching Fire
Although the Kindle Fire is once again at the top of the list, the percentage of parents planning to purchase the Fire has not changed since the end of 2012 (28% vs. 29% in 2013). The percentage of parents eyeing the newest iPad is similarly constant (18% in 2012 vs. 19% in 2013).

The biggest leap is seen in parents intending to buy a non-iPad tablet this holiday season: from 11% to 20%. The jump is likely due to the high number of companies producing tablets for the Android operating system, and the low prices that often accompany these devices. If parents follow through with their stated purchase plans, the resulting increase in Android ownership could have large implications for content creators, particularly those focused on children.

Older-version iPads and designated e-readers such as the Nook trail the pack, suggesting that parents prefer newer, multi-purpose devices.

holiday device purchases

Stocking the e-reader: ebook gifting is on the rise
Almost three-quarters (73%) of parents plan to purchase ebooks for their children this holiday season, up seven percentage points from last year, indicating digital gifts are becoming increasingly common, and potentially even preferred.

However, parents plan to spend less on these digital gifts for their children
Parents who intend to purchase ebooks for their child this holiday season plan to spend an average of $25.11. This amount is down $3.15 from last year’s average ($28.26). Since parents also indicated a willingness to spend more per ebook compared to last year ($7.00 vs. $5.29), this suggests that holiday budgeting allows for only 3 books this season, down from five last year.

I will be presenting more of the results from this study at Digital Book World 2014. Join me!

 

Alison Bryant

About Alison Bryant

Dr. J. Alison Bryant is CEO and Chief Play Officer at PlayCollective, a strategy, insights, and product group that partners with organizations that serve, engage, and positively impact families, the next generation of consumers, and their communities.

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