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One third of high school students choosing Apple for next handset

post #1 of 15
Thread Starter 
While a new wave of smart phones are believed to be chipping away at Apple's share of the portal media player market amongst high schoolers, interest in the company's iPhone among that same teenage demographic is up sharply since the launch of the iPhone 4 to a new all-time high.

Investment research firm Piper Jaffray recently completed its 20th bi-annual teen survey, a national study which polls around 6,000 students around the country about their interest and buying patterns in mobile phones, portable media players and online music services.

According to the results of that survey, the percentage of teens that own an iPhone currently sits at 14%, which is essentially unchanged from the same survey conducted last year. However, interest in purchasing an iPhone in the next 6 months rose to an all-time high of 33%.

"Historically, interest in buying an iPhone has correlated to future market share gains among teens, although the last two surveys have not shown the same share gains we saw when the iPhone first launched," said analyst Gene Munster. "Interest among teens in purchasing an iPhone has grown steadily since Apple introduced the iPhone, and we expect this to continue."

At the same time, Apple's market share amongst teens in the portable media player (PMP) category took a hit, falling to 78% from 92% in a similar study six months ago. Share gains from Sony and the "other" category -- comprised mostly cheaper music players -- could be causing this decline, according to the analyst.

"Also, students may be considering their smart phones in the 'other' category, as 50% now listen to music on their phones," he explained.

Overall, 90% of students reported owning a PMP, up from 86% six months ago. Apple remains the dominant force in the market, with its lead seemingly swelling as the market nears saturation.



"In light of this, we see Apple turning its focus to secondary iPods like the shuffle, and iPods with more features like the iPod touch," Munster said. "More specifically, Apple recently announced Game Center as a part of the new mobile operating system for iPod touch."

Game Center is a social gaming network (like Xbox Live) and highlights Apple's focus on the gaming sector. Munster sees this as an important one for teens and their mobile devices, and he believes the Cupertino-based company has therefore captured the early lead.



As for how high schoolers are obtaining the music they put on their PMPs and smartphones, the percentage downloading their tunes over the Internet remains high at 76%, essentially unchanged since last year.

However, most (66%) are using free (P2P) music sharing networks instead of paying for music legally, according to Piper Jaffray's findings. In the online music store category, iTunes' share remains high, approaching saturation, at 95%.



"With the addition of new features to iTunes software and the Ping social network we believe Apple is well-positioned to hold its lead and even extend it," Munster said. "Also, the App Store has likely been a driver for teens to use the iTunes Store for free apps, then look to purchase music in the music section of the store."

The average age of students in Piper Jaffray's survey was 16.3 years old; 51% of which were male and 49% female.
post #2 of 15
This is a promising indicator for the future.
From Apple ][ - to new Mac Pro I've used them all.
Long on AAPL so biased
"Google doesn't sell you anything, they just sell you!"
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From Apple ][ - to new Mac Pro I've used them all.
Long on AAPL so biased
"Google doesn't sell you anything, they just sell you!"
Reply
post #3 of 15
I'm surprised a high school student could afford one!
post #4 of 15
Quote:
Originally Posted by digiology View Post

I'm surprised a high school student could afford one!

People do a fine job of prioritizing a smartphone over useless crap like food.

Or they can afford it. Or mom and dad buy it for them.
The true measure of a man is how he treats someone that can do him absolutely no good.
  Samuel Johnson
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The true measure of a man is how he treats someone that can do him absolutely no good.
  Samuel Johnson
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post #5 of 15
Quote:
Originally Posted by Xian Zhu Xuande View Post

People do a fine job of prioritizing a smartphone over useless crap like food.

Or they can afford it. Or mom and dad buy it for them.

Considering most high school students don't pay for food or rent, saving up a few hundred from an after-school job doesn't take too long. Add to that that most parents are willing to pay for the plan as part of a Family Plan for good grades and help around the house, it doesn't surprise me they can afford a smartphone.
\Apple has always had competition. It's just been in its blind spot.
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\Apple has always had competition. It's just been in its blind spot.
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post #6 of 15
Its rather easy for one third of students to say they are going to choose an iphone, but actually having them purchase hte iphone is not quite the same thing.

Unless mom and pop are spreading around hte christmas cheer

University students... if they are anything like my old ones, they will work 2-3 to get hte desired toys/gadgets/clothes/alcohol to suit their lifestyle
Household: MacBook, iPad 16gb wifi, iPad 64gb wifi, iPad Mini 32gb, coming iPhone 5S, iPhone 4S 32gb, iPhone 32gb, iPod Touch 4th gen x1, iPod nano 16gb gen 5 x2, iPod nano gen 3 8gb, iPod classic...
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Household: MacBook, iPad 16gb wifi, iPad 64gb wifi, iPad Mini 32gb, coming iPhone 5S, iPhone 4S 32gb, iPhone 32gb, iPod Touch 4th gen x1, iPod nano 16gb gen 5 x2, iPod nano gen 3 8gb, iPod classic...
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post #7 of 15
Quote:
Originally Posted by cycomiko View Post

University students... if they are anything like my old ones, they will work 2-3 to get hte desired toys/gadgets/clothes/alcohol to suit their lifestyle


Yeah you kinda hit the nail on that one..haha
post #8 of 15
This sounds promising.
post #9 of 15
Quote:
Originally Posted by Xian Zhu Xuande View Post

People do a fine job of prioritizing a smartphone over useless crap like food.

Or they can afford it. Or mom and dad buy it for them.

I bought my daughter the original iPhone a week after it came out! ($600!) Only because it was the best! Simple as that. BTW she's finishing up her second year in Med School, Deans List, Honors Society, 5'11"

Has her mother's brains, fortunately!

post #10 of 15
Quote:
Originally Posted by digitalclips View Post

This is a promising indicator for the future.

As the Great One said: "A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be."
post #11 of 15

The Apple Store is down.
post #12 of 15
Quote:
Originally Posted by Onhka View Post


The Apple Store is down.

OMG it is aswell, MacBook Air??
post #13 of 15
I'd be interested in knowing what the numbers are for the other smartphone platforms. Just showing the iPhone on its own doesn't help much.
post #14 of 15
Quote:
Originally Posted by extremeskater View Post

The great one would have also said a high school student will take whatever phone his parents are willing to pay for on their family plan.

In which case, the 'one third' is even better news for Apple.

Give up, man.
post #15 of 15
Quote:
Originally Posted by christopher126 View Post

I bought my daughter the original iPhone a week after it came out! ($600!) Only because it was the best! Simple as that. BTW she's finishing up her second year in Med School, Deans List, Honors Society, 5'11"

Has her mother's brains, fortunately!


this is sort of relevant, but what does hight have to do with it....?

PC means personal computer.  

i have processing issues, mostly trying to get my ideas into speech and text.

if i say something confusing please tell me!

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PC means personal computer.  

i have processing issues, mostly trying to get my ideas into speech and text.

if i say something confusing please tell me!

Reply
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