Apple Watch more popular than Rolex & iPhone dominant with teens
Ownership of iPhones among teenagers is high but could be higher, according to an analytics firm's survey that continues to prove Apple is a highly-regarded and popular tech brand for all ages.
In the fall 2021 edition of Piper Sandler's "Taking Stock with Teens" survey, the firm asked approximately 10,000 teenagers about their buying habits, aspirations, and the tech they use. The latest results show Apple is still a major brand in the minds of teenagers and young adults.
In the survey, approximately 87% of respondents say they have an iPhone, a figure that's just below the 88% record seen in the spring survey, but above the 86% observed in fall 2020. That figure is set to rise, as 88% say they have an intention to buy an iPhone, which itself is another record for the survey.
Over 22% of those surveyed also said they planned to upgrade to an iPhone 13 model in the fall or winter. This is above the 6% metric the firm saw in a recent iPhone survey.
For the iPhone 12, ownership increased to 20% for fall 2021, up from 12% in the spring. However, the number of iPhones older than two years being used by respondents has dropped down by approximately 12%, suggesting that upgrades are becoming more frequent.
"These trends are encouraging as the company continues to introduce new 5G iPhones, which could provide a significant product cycle refresh," writes Piper Sandler managing directors Harsh Kumar and Chris Donat. "We think these positive trends can also be a catalyst for further services growth as well, as the initial base for Apple hardware continues to grow."
For other Apple hardware, the Apple Watch is owned by a record 30% of the teens surveyed, up from 25% last fall. It is also believed that Apple has an 86% market share among teen smartwatch owners, with the Apple Watch buying intent up to 15% from 13% in the spring.
Concerning what the smartwatches are used for, just 30% say they use a fitness app as part of their workout routine. Of those app users, over half say they use Apple apps.
Among upper-income teens, Apple overtook Rolex as the top watch brand in the fall, with a 39% share versus 35%.
AirPods ownership is still quite high among teenagers, at 67% in the fall, though it is pointed out that this is a slight dip from the spring survey.
Away from hardware, the survey revealed only half of teens were concerned about their internet activity being tracked, and that 56% were not interested in Apple's iCloud+ service.
Though cash continues to be the favored method of payment for teenagers, used by 85% of the survey, Apple Pay is the second most-used option at 35%, up from 32% in the spring survey. Meanwhile PayPal is third, dropping 2% to 22%, followed by prepaid cards at 18%, again 2% down from the spring.
Read on AppleInsider
In the fall 2021 edition of Piper Sandler's "Taking Stock with Teens" survey, the firm asked approximately 10,000 teenagers about their buying habits, aspirations, and the tech they use. The latest results show Apple is still a major brand in the minds of teenagers and young adults.
In the survey, approximately 87% of respondents say they have an iPhone, a figure that's just below the 88% record seen in the spring survey, but above the 86% observed in fall 2020. That figure is set to rise, as 88% say they have an intention to buy an iPhone, which itself is another record for the survey.
Over 22% of those surveyed also said they planned to upgrade to an iPhone 13 model in the fall or winter. This is above the 6% metric the firm saw in a recent iPhone survey.
For the iPhone 12, ownership increased to 20% for fall 2021, up from 12% in the spring. However, the number of iPhones older than two years being used by respondents has dropped down by approximately 12%, suggesting that upgrades are becoming more frequent.
"These trends are encouraging as the company continues to introduce new 5G iPhones, which could provide a significant product cycle refresh," writes Piper Sandler managing directors Harsh Kumar and Chris Donat. "We think these positive trends can also be a catalyst for further services growth as well, as the initial base for Apple hardware continues to grow."
For other Apple hardware, the Apple Watch is owned by a record 30% of the teens surveyed, up from 25% last fall. It is also believed that Apple has an 86% market share among teen smartwatch owners, with the Apple Watch buying intent up to 15% from 13% in the spring.
Concerning what the smartwatches are used for, just 30% say they use a fitness app as part of their workout routine. Of those app users, over half say they use Apple apps.
Among upper-income teens, Apple overtook Rolex as the top watch brand in the fall, with a 39% share versus 35%.
AirPods ownership is still quite high among teenagers, at 67% in the fall, though it is pointed out that this is a slight dip from the spring survey.
Away from hardware, the survey revealed only half of teens were concerned about their internet activity being tracked, and that 56% were not interested in Apple's iCloud+ service.
Though cash continues to be the favored method of payment for teenagers, used by 85% of the survey, Apple Pay is the second most-used option at 35%, up from 32% in the spring survey. Meanwhile PayPal is third, dropping 2% to 22%, followed by prepaid cards at 18%, again 2% down from the spring.
Read on AppleInsider
Comments
I barely even know any adults whom wear Rolex, and those that do are mostly Doc's and Esq's. Nice neighborhood I'm sure...
Do these teens even know what a Rolex is?
A bit off topic but, while I don't see them on teens around here (at least not my grandkid's friends) where I really saw them was in the healthcare system. In May I had a nerve issue that produced some severe muscle problems in my left arm and was seeing multiple physicians, technicians and therapists -- and it seemed that everyone of them was wearing an Apple Watch.
The Apple Watch is a full featured health monitoring device that I hope continues to add features, and is so much better than the cheap lanyard button that requires the user to press a button to call a monitoring service for a monthly fee. If I had passed out after that hard fall, my Apple Watch would have even called 911 and my spouse to alert them I was in trouble. I don’t see my ever not wearing my Apple Watch in my future.
And that doesn’t even cover my calendar notifications, news and weather updates, HomeKit control of my home. So, it’s an invaluable tool for ordinary non-health related issues, as well.
I was very surprised to hear the iPhone and Apple Watch penetration levels in the US Gen Z market. Those are some very high percentages for some quite expensive pieces of hardware. In my country Apple seems to have a high penetration in the commuter set of customers but teens seem to be a more mixed bag between Apple/Android devices, I guess because we are not as wealthy a country as the USA.
Still, overall some great news for Apple in the teen USA market, hopefully those young folk will continue to be Apple users as they leave their teenage years behind them.
Very nice synopsis!
Being ultra-wealthy is definitely something most people aspire to, and when people are ultra-wealthy, that market comes about. As a nicely designed object though, don't see the attraction.
The rising interest in upgrading to the latest iPhone models is a testament to the company's ability to consistently innovate and excite its user base. As technology evolves, Apple remains at the forefront, capturing the attention and trust of users.
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Will be interesting to see laptop and desktop sales for next few quarters. Looks like Dell did much better than HP. Apple has been outperforming most of the WinTel group. Folks may start extending their time between unit refreshes.
I haven't seen many Rolex watches lately (or for some time). You could consider an Apple watch to be a much cheaper alternative. (Although the Rolex will likely last longer, the average $7k-$12k price for many is a bit too high.) Rolex is owned by a private family trust, that also sells Tudor watches.