With tablets dominating US Black Friday sales last weekend, a takeover appears to be in full swing. Perpetuating the trend are new numbers from PBS Kids that indicate tablets are tops on parents’ holiday tech purchases list, edging out videogame consoles by more than 10%.

The November 2013 PBS Kids and ORCInternational survey of 1,000 US parents with kids between the ages of two and 10 found that 54% of parents plan to purchase or give a tech item to the kids this holiday season. The number is even higher for younger millennial parents, 59% of whom will be making a tech purchase this year. Tablets are the most coveted item, with 28% of parents indicating that they will purchase one, compared to the 18% who will be buying a videogame console. Combined, the number of parents planning to purchase a tablet or a smartphone was 36%.

Fittingly, roughly 70% of parents say they currently purchase or plan to purchase apps for their kids. When selecting apps, parents say educational content is their top priority, with 77% of parents citing educational content as an important factor, and 90% of parents stating they believe that educational apps will play an important role in children’s learning in the future.

In terms of app selection, the study found that 60% of parents collaborate with their child to select apps, while a third of parents say they make the choice themselves. More than half of parents (56%) base their decisions on age recommendations. On top of educational content, 56% of parents pointed to price and 45% cited characters their kids know and love as important factors when choosing apps.