An electronic toy's educational components and its gender target were both shown to be key factors affecting sales of electronic toys. The educational aspects of electronic toys were found to be a major sales driver. In fact, the study found that three-quarters of consumers who purchased an electronic toy in the past year did so for its educational value, and three of the top five most-purchased types of electronic toys were educational products.
"We found that 48 percent of buyers purchased electronic learning systems and 36 percent bought electronic aids or electronic books. An impressive 78 percent of consumers view the level of learning electronic toys provide as beneficial to children," said Tim Herbert, market research senior director, CEA.
Boys were found to be the most likely recipients of electronic toys. According to the study, 58 percent of electronic toy purchases are for boys compared with 42 percent for girls. The study also found that "gender appropriateness" was important to more than half of electronic toy purchasers.