Apple the brand of choice for US teens
Over 60 % of teenagers already own an iPhone and excitement is growing over the much-rumored launch of an 'iWatch.'Updated: Apr 10, 2014 11:41 IST
Over 60 % of teenagers already own an iPhone and excitement is growing over the much-rumored launch of an 'iWatch.'
That is according to the latest installment of investment bank Piper Jaffray's biannual "Taking Stock with Teens" report which polls the younger generation on everything from fashion taste to choice of social networking apps.
In all, the report, published this week, processes the likes, dislikes and consumer habits of 7,500 teens with an average age of 16.4 years and reveals that gadgets and electronics currently account for just 8 % of their spending, with games systems and games accounting for a further 7 %.
And of that small percentage, Apple products appear to account for the largest outlay. Not only do 61 % of teens say that they own an iPhone (up from 55% in Spring 2013), 67 % say they're planning to purchase an iPhone within the next six months. And it's a similar story with tablets. Piper Jaffray says that 60 % of US teens currently own a tablet and of that group, 66 % are using an iPad. When asked, 66 % of non-tablet-owning teens have earmarked an iPad as a future purchase.
And Apple's appeal extends beyond its core premium products. Over recent years, branded headphones have exploded in popularity and 56 % of teens are planning to purchase a set over the next six months. And while the most desired brand is Beats by Dr. Dre -- 46.1 % of teens planning a purchase want a set, Apple is in second place with a 25 % share despite the fact that it only makes slim in-the-ear buds.
To put that into perspective, Skullcandy is the third most desired brand (10%), and premium acoustics brand Bose is in fifth with 3.3 % just behind Sony in fourth with 4.2 %.
When asked about smartwatches, 6 % of respondents said that they already own one and when asked about the likelihood of being interested in an Apple-branded smartwatch, 17 % of teens said that they would buy one if it cost $350 or less.