As the holidays approach, marketers across all product categories are preparing for what they hope will be a lucrative shopping season. For those in electronic device marketing, kids begging their parents for new gadgets will be a big help: Recent research shows that 75% of children are asking for mobile phones, and current ownership is no deterrent—more than three-fourths of kids already own a cell phone and are requesting a new one.
What brand do they want? Few will be shocked that more than half of all kids surveyed want an Apple iPhone, but for their second choice, they don’t have a brand preference.
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