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NPD: Games On 15 Percent Of Children's Holiday Wish Lists

A new report from the NPD Group finds that 15 percent of children in the U.S. want video game hardware or software this holiday season, with Nintendo systems and first-person shooter games dominating their selections.
A new report from the NPD Group finds that 15 percent of children in the U.S. want video game hardware or software this holiday season, with Nintendo systems and first-person shooter games dominating their selections. Video games represented the second-most popular category of desired gifts in NPD's recent Kids Industry Data Service (KIDS) report, finishing behind generic toys but ahead of categories including consumer electronics, books and "other entertainment." Among those children requesting gaming hardware, Nintendo's Wii and DS systems each represented 22 percent of all requests. The Xbox 360 represented 18 percent of requests and the PlayStation 3 accounted for 7 percent, with the remainder falling into a more generic "other" category. Treyarch/Activision's Call of Duty: Black Ops and Bungie/Microsoft's Halo: Reach were the most popular individual items on children's wish lists, despite both games' M ratings from the ESRB. The report cited Kinect as children's most-desired accessory, though accessories as a whole made up only 6 percent of gamers' requests. A separate Purchase Drivers Report from NPD suggests the majority of gaming gift purchases were made based on a specific request from the recipient, rather than a random selection by the giver. Parents buying games for their own children represented the most common gaming gift-giving scenario in that report. NPD's November KIDS survey was based on weekly online surveys of adults, who were asked about purchases made for children up to 14 years old. The sample was weighted based on gender, age, income, education, region, household size and composition to better resemble the total U.S. population.

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