Malcolm Owen
The teenage market continues to be extremely strong for Apple, with data from a Piper Jaffray survey suggesting more teenagers own iPhones than ever before, with the Apple Watch also seeing high intention to buy from the impressionable customer demographic.
A regular survey performed by Piper Jaffray, the "Taking Stock with Teens" report determined 83% of teenagers have an iPhone, the highest level seen by the firm in its research. At this time last year, the same survey discovered 82% owned an iPhone.
The intention to get an iPhone as their next device is also very strong, with 86% of respondents saying they wanted Apple's smartphone, equalling a result seen in the spring. This is also the same result seen for the fall 2018 result, which despite suggesting there's no improvement in popularity and intention, it does indicate Apple's brand has maintained its lead.
Behind iPhone lay Android, which saw an improvement from its Spring results of 9% to 10%.
"Overall, we view the survey data as a sign that Apple's place as the dominant device brand among teens remains well intact," writes Piper Jaffray.
The Apple Watch also saw good form in the survey, acquiring a 20% ownership share, the highest in the results, and with the intention to buy an Apple Watch in the next six months up to 23% from 22% in the spring. By contrast, the second-place device in ownership was the Samsung Gear, at just 2%.
For fall 2018, the Apple Watch was owned by 12% of respondents, with an intention to buy by 17%.
Piper Jaffray asked more than 9,500 teenagers for their opinions for the survey. The firm also maintains its "Overweight" rating of Apple, with a price target of $243.
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12 Comments
This report does not jive with what the AI naysayers have been predicting for some years now. They say the iPhone is no longer “cool” and teenagers, along with hipsters, are abandoning it for Android in droves. What’s going on here? And the Watch? But, but, but... young people don't wear watches these days and smartwatches, especially the Watch, are market failures. And this has all happened because Apple has lost its market in education with ChromeBooks taking over. Sorry, but the end is near for Apple and the AI naysayers pegged it all along. /s
For my grandson in 7th grade an iPhone is a virtual necessity. Mostly he uses it for messages (including group messaging with a group he belongs to) as well as FaceTime (they rarely use regular phone, it's all FaceTime). Plus, of course, it gets used for Apple Music, gaming and YouTube videos.
At his school, a kid without an iPhone is very handicapped socially because it is the cord that connects them in a multitude of ways and a multitude of purposes.
Between vaping and playing Fortnite I don’t know when they have the time to earn any money to pay for these phones.
When you love it there is no need to think about anything else neither bother with it.