Apple 2.0

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Apple dominates kids' holiday wish lists more than ever

November 21, 2012: 9:14 AM ET

This year 48% want an iPad, up from 31% in 2010 and 44% in 2011

Data: Nielsen. Chart: PED. Click to enlarge.

FORTUNE -- Nielsen released the results of its annual "iHoliday" survey of U.S. children's Christmas wish lists Tuesday, and once again Apple (AAPL) dominated four of the five top spots (see Nielsen graphic below).

What interested us was that despite increased competition in both the tablet and smartphone markets, the kids' attraction to the Apple brand has increased steadily over the past three years. As the chart above shows, they'll settle for another company's product, but what they really want is an iPad (48%), iPad mini (36%), iPhone (33%) or iPod touch (36%).

(To represent their continued interest in dedicated game machine market, we've tossed the Sony Playstation 3 into the chart.)

Below: Nielsen's graphic for 2012. The company also surveyed consumers 13 and older.

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About This Author
Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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