Teenagers still overwhelmingly want iPhone and Apple Watch more than any other brand

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in iPhone

The iPhone still wins teenagers' popularity contests, with a survey determining Apple's smartphone is at near record highs for both ownership and the intention to purchase by the group.

The iPhone's camera is a major selling point.
The iPhone's camera is a major selling point.



The semi-annual Taking Stock with Teens Survey by Piper Sandler has been released, and continues to provide good news Apple's way. The survey, the 47th for the organization, aims to determine what younger consumers prefer, and how it could change the overall brand landscape.

For watch brands, upper-income teens have continued to rate Apple as their favorite once again. However, Apple's 36% share is a drop from the 42% of the Fall 2023 and Spring 2023 surveys, and it's only just ahead of its nearest rival, Rolex at 34%.

It is said that 34% of overall teens currently own an Apple Watch, which is flat versus last fall. The intent to buy an Apple Watch in the next six months did go up from 10% in the fall to 13%.

Teens saying they own an iPhone or intend to buy one within six months.
Teens saying they own an iPhone or intend to buy one within six months.



iPhone ownership is still at a record high of 85%, with an intent to purchase sitting at 86%. Piper Sandler writes that while the data remains positive, "the slight downturn is notable for near-term iPhone demand."

"We believe the elevated penetration and purchase intention are important given the mature premium smartphone market," it adds. "Additionally, trends towards premium tier phones are encouraging as the company continues to introduce new iPhones proving the overall success of the portfolio.

Teens and Apple Services



Turning to Apple's Services arm, Apple Music is still maintaining its second-place position when it comes to music streaming services. Most teenagers are Spotify users, which continues to have a sizable hold of the US teen market.

When asked which music services they had used over the last six months, about 35% said Apple Music, which is relatively consistent with the last two surveys. Spotify managed about 65%, though in the fall it was at 70%.

On actual paid subscriptions for services, about 30% say they paid for Apple Music in the last six months, versus Spotify at nearer 45%.

Responses to the question 'Which of the following music streaming services have you used over the last 6 months?'
Responses to the question 'Which of the following music streaming services have you used over the last 6 months?'



For video, Apple TV+ ranks among the lowest when it comes to daily video consumption, with around 1% recorded by the survey. Youtube and Netflix both dominate with figures around 27%, though these are down from their highs of over 30% in previous years.

Apple Pay has the highest penetration of teen users, with 57% responding they had it installed on their smartphone, and 44% saying they used it in the last month. The nearest rival is Cash App with 41% and 31% respectively.

Teens were asked if they were using or planned to use iCloud+ Private Relay. Approximately 26% said they were, down from 37% in the fall. 14% said they weren't using it but was interested in doing so in the following six months, 26% declared they didn't use it and didn't plan to, and 5% said they tried it but weren't interested.

Approximately 6,020 teens were surveyed in 47 states, with an average age of 16.1 years. The average household income of teens surveyed was $66,280, with 38% of the teenagers listed as part-time employed.



Read on AppleInsider

Comments

  • Reply 1 of 16
    mpantonempantone Posts: 2,070member
    Teenagers are a notoriously fickle audience so this longterm and ongoing admiration for the Apple brand over years is actually very enviable. It's not like Apple didn't have competition before (like RIM BlackBerrys, T-Mobile Sidekicks, Windows Mobile) or now (Android).

    In the end, it comes down to the overall user experience -- particularly software -- not some weird mobile device hardware specs circle jerk.



    edited April 9 ssfe11charlesnthtwatto_cobraAlex_V
  • Reply 2 of 16
    ssfe11ssfe11 Posts: 32member
    Apple is the ultimate brand for teenagers/young adults.
    watto_cobraAlex_V
  • Reply 3 of 16
    charlesncharlesn Posts: 889member
    mpantone said:
    Teenagers are a notoriously fickle audience so this longterm and ongoing admiration for the Apple brand over years is actually very enviable. It's not like Apple didn't have competition before (like RIM BlackBerrys, T-Mobile Sidekicks, Windows Mobile) or now (Android).

    In the end, it comes down to the overall user experience -- particularly software -- not some weird mobile device hardware specs circle jerk.



    You are absolutely SPOT ON with this assessment. Teens are the demographic most likely to be swayed by the latest trends and gimmicks, both in plentiful supply in the world of Android. That Apple maintains teen loyalty for this length of time with an unabashedly conservative hardware approach that eschews gimmickry in favor a superior user experience is something of a miracle. But there you have it. Year after year after year. 
    watto_cobraAlex_V
  • Reply 4 of 16
    danoxdanox Posts: 2,984member
    charlesn said:
    mpantone said:
    Teenagers are a notoriously fickle audience so this longterm and ongoing admiration for the Apple brand over years is actually very enviable. It's not like Apple didn't have competition before (like RIM BlackBerrys, T-Mobile Sidekicks, Windows Mobile) or now (Android).

    In the end, it comes down to the overall user experience -- particularly software -- not some weird mobile device hardware specs circle jerk.



    You are absolutely SPOT ON with this assessment. Teens are the demographic most likely to be swayed by the latest trends and gimmicks, both in plentiful supply in the world of Android. That Apple maintains teen loyalty for this length of time with an unabashedly conservative hardware approach that eschews gimmickry in favor a superior user experience is something of a miracle. But there you have it. Year after year after year. 

    Android is the Windows experience on a smartphone however in the USA and Japan in particular if you are spending your money and not the company why would put up with it if you have a choice and that applies to adults and teens alike. Most people away from company time have a choice. The EU and DOJ see something else however they want conformity.
    watto_cobra
  • Reply 5 of 16
    gatorguygatorguy Posts: 24,286member
    charlesn said:
    mpantone said:
    Teenagers are a notoriously fickle audience so this longterm and ongoing admiration for the Apple brand over years is actually very enviable. It's not like Apple didn't have competition before (like RIM BlackBerrys, T-Mobile Sidekicks, Windows Mobile) or now (Android).

    In the end, it comes down to the overall user experience -- particularly software -- not some weird mobile device hardware specs circle jerk.



    You are absolutely SPOT ON with this assessment. Teens are the demographic most likely to be swayed by the latest trends and gimmicks, both in plentiful supply in the world of Android. That Apple maintains teen loyalty for this length of time with an unabashedly conservative hardware approach that eschews gimmickry in favor a superior user experience is something of a miracle. But there you have it. Year after year after year. 
    When those teenagers become adults are the statistics still holding firm, 85% or thereabouts remaining iPhone users? If so, then within another 5 years, Apple will plainly be in time-to-break-em-up territory with 80% plus market share. 
    edited April 9 muthuk_vanalingamctt_zh
  • Reply 6 of 16
    thttht Posts: 5,507member
    gatorguy said:
    charlesn said:
    mpantone said:
    Teenagers are a notoriously fickle audience so this longterm and ongoing admiration for the Apple brand over years is actually very enviable. It's not like Apple didn't have competition before (like RIM BlackBerrys, T-Mobile Sidekicks, Windows Mobile) or now (Android).

    In the end, it comes down to the overall user experience -- particularly software -- not some weird mobile device hardware specs circle jerk.



    You are absolutely SPOT ON with this assessment. Teens are the demographic most likely to be swayed by the latest trends and gimmicks, both in plentiful supply in the world of Android. That Apple maintains teen loyalty for this length of time with an unabashedly conservative hardware approach that eschews gimmickry in favor a superior user experience is something of a miracle. But there you have it. Year after year after year. 
    When those teenagers become adults are the statistics still holding firm, 85% or thereabouts remaining iPhone users? If so, then within another 5 years, Apple will plainly be in time-to-break-em-up territory with 80% plus market share. 
    No, they won't hold. When teenagers become adults and have to use their own hard earned money, buying patterns will change, even if you assume Apple continues to hold onto their brand as a premium computer vendor.

    You can already see that the brand among teenagers is slowly dropping from the 2021 peak. So, the taste of the teenage market could already be changing away from Apple to whatever it will be.
    ctt_zhtmaywatto_cobra
  • Reply 7 of 16
    davidwdavidw Posts: 2,073member
    gatorguy said:
    charlesn said:
    mpantone said:
    Teenagers are a notoriously fickle audience so this longterm and ongoing admiration for the Apple brand over years is actually very enviable. It's not like Apple didn't have competition before (like RIM BlackBerrys, T-Mobile Sidekicks, Windows Mobile) or now (Android).

    In the end, it comes down to the overall user experience -- particularly software -- not some weird mobile device hardware specs circle jerk.



    You are absolutely SPOT ON with this assessment. Teens are the demographic most likely to be swayed by the latest trends and gimmicks, both in plentiful supply in the world of Android. That Apple maintains teen loyalty for this length of time with an unabashedly conservative hardware approach that eschews gimmickry in favor a superior user experience is something of a miracle. But there you have it. Year after year after year. 
    When those teenagers become adults are the statistics still holding firm, 85% or thereabouts remaining iPhone users? If so, then within another 5 years, Apple will plainly be in time-to-break-em-up territory with 80% plus market share. 

    Statistic don't work that way. Teens are only about 13% of the US population. So if 85% of them are using iPhones and 85% will keep using iPhones when they turn 21, then the market share they add to the US iPhone market share, is still very small. For sure it's a positive gain for iPhone market share over the years but not nearly much as you seem to think. When all the teens now, reaches 21 years of age, they WILL NOT represent 100% of the  the US smartphone market. They will still only represent 13% of the US smartphone market. Thus their iPhone 85% iPhone usage when they were teens, will not magically mean iPhone market share in the US will be 85%, not even if 100% of them are still using iPhones 5 years from now. 


    Here's a way to look at it. Since 2014, iPhone usage among teens had never been below 60%. And since 2018, iPhone usage among teens had never been below 80%. So in tens years of at least 60% of teens using iPhones..... why did the overall iPhone market share (in the US) only past the 50% mark several years ago? And if over 80% of the teens been using iPhones for five years now, why isn't Apple market share even close to .......... "plainly be in time-to-break-em-up territory with 80% plus market share."


    I sure hope the DoJ math skills, aren't as bad as yours. :)



    edited April 9 watto_cobraAlex_V
  • Reply 8 of 16
    gatorguygatorguy Posts: 24,286member
    davidw said:
    gatorguy said:
    charlesn said:
    mpantone said:
    Teenagers are a notoriously fickle audience so this longterm and ongoing admiration for the Apple brand over years is actually very enviable. It's not like Apple didn't have competition before (like RIM BlackBerrys, T-Mobile Sidekicks, Windows Mobile) or now (Android).

    In the end, it comes down to the overall user experience -- particularly software -- not some weird mobile device hardware specs circle jerk.



    You are absolutely SPOT ON with this assessment. Teens are the demographic most likely to be swayed by the latest trends and gimmicks, both in plentiful supply in the world of Android. That Apple maintains teen loyalty for this length of time with an unabashedly conservative hardware approach that eschews gimmickry in favor a superior user experience is something of a miracle. But there you have it. Year after year after year. 
    When those teenagers become adults are the statistics still holding firm, 85% or thereabouts remaining iPhone users? If so, then within another 5 years, Apple will plainly be in time-to-break-em-up territory with 80% plus market share. 

    Statistic don't work that way. Teens are only about 13% of the US population. So if 85% of them are using iPhones and 85% will keep using iPhones when they turn 21, then the market share they add to the US iPhone market share, is still very small. For sure it's a positive gain for iPhone market share over the years but not nearly much as you seem to think. When all the teens now, reaches 21 years of age, they WILL NOT represent 100% of the  the US smartphone market. They will still only represent 13% of the US smartphone market. Thus their iPhone 85% iPhone usage when they were teens, will not magically mean iPhone market share in the US will be 85%, not even if 100% of them are still using iPhones 5 years from now. 


    Here's a way to look at it. Since 2014, iPhone usage among teens had never been below 60%. And since 2018, iPhone usage among teens had never been below 80%. So in tens years of at least 60% of teens using iPhones..... why did the overall iPhone market share (in the US) only past the 50% mark several years ago? And if over 80% of the teens been using iPhones for five years now, why isn't Apple market share even close to .......... "plainly be in time-to-break-em-up territory with 80% plus market share."


    I sure hope the DoJ math skills, aren't as bad as yours. :)



    David, by many accounts, Apple's US market share, is very near 65% now. It would not take a lot to push past 70%, if the US teen population every year for a decade is 80% iPhone. They grow up and could well raise Apple's market by another percent or two every year.

    My math is fine.  What may not be is the claim that 80% plus of US teenagers for over a decade have been iPhone users. 
    muthuk_vanalingamctt_zh
  • Reply 9 of 16
    charlesncharlesn Posts: 889member
    This watch statistic, with respect to upper income teens, makes me question all the stats in this article:

    "However, Apple's 36% share is a drop from the 42% of the Fall 2023 and Spring 2023 surveys, and it's only just ahead of its nearest rival, Rolex at 34%."

    Come again? The #2 watch for these teens, with 34% market share and just barely behind Apple Watch is ROLEX?! Yeah, no. Just. Not. Possible. 
    watto_cobra
  • Reply 10 of 16
    entropysentropys Posts: 4,199member
    Yeh have to question the reliability of this survey on watches alone
    watto_cobra
  • Reply 11 of 16
    davidwdavidw Posts: 2,073member
    gatorguy said:
    davidw said:
    gatorguy said:
    charlesn said:
    mpantone said:
    Teenagers are a notoriously fickle audience so this longterm and ongoing admiration for the Apple brand over years is actually very enviable. It's not like Apple didn't have competition before (like RIM BlackBerrys, T-Mobile Sidekicks, Windows Mobile) or now (Android).

    In the end, it comes down to the overall user experience -- particularly software -- not some weird mobile device hardware specs circle jerk.



    You are absolutely SPOT ON with this assessment. Teens are the demographic most likely to be swayed by the latest trends and gimmicks, both in plentiful supply in the world of Android. That Apple maintains teen loyalty for this length of time with an unabashedly conservative hardware approach that eschews gimmickry in favor a superior user experience is something of a miracle. But there you have it. Year after year after year. 
    When those teenagers become adults are the statistics still holding firm, 85% or thereabouts remaining iPhone users? If so, then within another 5 years, Apple will plainly be in time-to-break-em-up territory with 80% plus market share. 

    Statistic don't work that way. Teens are only about 13% of the US population. So if 85% of them are using iPhones and 85% will keep using iPhones when they turn 21, then the market share they add to the US iPhone market share, is still very small. For sure it's a positive gain for iPhone market share over the years but not nearly much as you seem to think. When all the teens now, reaches 21 years of age, they WILL NOT represent 100% of the  the US smartphone market. They will still only represent 13% of the US smartphone market. Thus their iPhone 85% iPhone usage when they were teens, will not magically mean iPhone market share in the US will be 85%, not even if 100% of them are still using iPhones 5 years from now. 


    Here's a way to look at it. Since 2014, iPhone usage among teens had never been below 60%. And since 2018, iPhone usage among teens had never been below 80%. So in tens years of at least 60% of teens using iPhones..... why did the overall iPhone market share (in the US) only past the 50% mark several years ago? And if over 80% of the teens been using iPhones for five years now, why isn't Apple market share even close to .......... "plainly be in time-to-break-em-up territory with 80% plus market share."


    I sure hope the DoJ math skills, aren't as bad as yours. :)



    David, by many accounts, Apple's US market share, is very near 65% now. It would not take a lot to push past 70%, if the US teen population every year for a decade is 80% iPhone. They grow up and could well raise Apple's market by another percent or two every year.

    My math is fine.  What may not be is the claim that 80% plus of US teenagers for over a decade have been iPhone users. 

    You are again showing your lack of math skills.

    First of all. Apple iPhone users market share (in the US) is closer to 58%. Nearly all the sites claiming iPhone market share in the US that is over 60%, are using quarterly sales numbers. Most sites that uses actual iPhone users or iPhone activation numbers, are claiming that iPhone marker share is anywhere from 56% to 60%. Apple quarterly iPhones sale market share, is not the number the DoJ will be using to determine a "monopoly" or "monopoly power". It's the number of actual iPhone owners that matters.


    Stat has it that iOS have a 59% of the mobile OS  market share in the US (as of March 2024). And that 59% includes the iPad. iPad accounts for about 3-5% of iOS users.


    Here's another math statistic that you are not taking account for. Apple present iPhone market share, be it 58% or 65% as you claim, already includes the 85% iPhone ownership by teens. So if every teen keeps buying iPhones as they grow older, they do not add to the iPhone market share numbers when they were teens. If anything, if only 85% of the teens continue to buy iPhones (as they grow older), this will serve to decrease the iPhone market share number (at the time when they were teens).  What significantly adds to the increase of iPhone market share is when there are more mobile users that switched from an Android phone to an iPhone, than switched from an iPhone to an android phone. 


    BTW- no one is claiming that over 80% of teens been using iPhones for over a decade. The claim that is made in the link is that 80% of teens have been suing an iPhone since 2018. That's over 5 years. And that teen iPhone usage been over 60% for over a decade.

    watto_cobra
  • Reply 12 of 16
    davidwdavidw Posts: 2,073member
    charlesn said:
    This watch statistic, with respect to upper income teens, makes me question all the stats in this article:

    "However, Apple's 36% share is a drop from the 42% of the Fall 2023 and Spring 2023 surveys, and it's only just ahead of its nearest rival, Rolex at 34%."

    Come again? The #2 watch for these teens, with 34% market share and just barely behind Apple Watch is ROLEX?! Yeah, no. Just. Not. Possible. 


    >For watch brands, upper-income teens have continued to rate Apple as their favorite once again. However, Apple's 36% share is a drop from the 42% of the Fall 2023 and Spring 2023 surveys, and it's only just ahead of its nearest rival, Rolex at 34%.

    It is said that 34% of overall teens currently own an Apple Watch, which is flat versus last fall. The intent to buy an Apple Watch in the next six months did go up from 10% in the fall to 13%.<


    The way the article has it, if one is not paying attention, one can easily confuse "rating", with "ownership". The 36% Apple Watch share and 34% Rolex share, are not the percent of teens that own these watches. They are the percent of teens that rated these watches as their favorite brand.  But reading the next sentence, we find out that 34% of teens actually own an Apple Watch. And no numbers are given for teens that actually own a Rolex or any other brand watches.




    edited April 10 muthuk_vanalingam
  • Reply 13 of 16
    Why does Apple Music lag Spotify?
  • Reply 14 of 16
    thttht Posts: 5,507member
    Why does Apple Music lag Spotify?
    Spotify was one of the 1st movers in streaming music - that is, they have a strong brand image for streaming music because of that - and they offer a free ad-supported tier. They essentially won the music streaming music war.

    They essentially lose money on the ad-supported streaming music tier and need to convert as many of those to the subscription tier as much as possible; or, restructure their expenses to be more favorable for the ad-supported tier (read: pay labels and artists less). Best option for them is probably making a deal with Android OEMs to be the default music service. I think their end game for Apple in the EU is to have the EU force Apple to have a default streaming music app screen with Spotify as the first option on the list. Well, what they really want is to be the default music and audio streaming app on iPhones, and maybe the EU will make that happen. Probably not, but they definitely want something like that.

    There is still an end game play the Apple, Amazon and Google could do: offer music subscription plans for say $8/mo. Something like that. The shit will hit the fan in the EU when that happens. Well, perhaps the real end game is unlimited AI generated music that is not discernibly different from human generated music. They are all headed there. Not sure what the capital costs are, but they are all trying to do it. Yeah, maybe there should be a Butlerian Jihad?  B)
  • Reply 15 of 16
    charlesncharlesn Posts: 889member
    davidw said:
    charlesn said:
    This watch statistic, with respect to upper income teens, makes me question all the stats in this article:

    "However, Apple's 36% share is a drop from the 42% of the Fall 2023 and Spring 2023 surveys, and it's only just ahead of its nearest rival, Rolex at 34%."

    Come again? The #2 watch for these teens, with 34% market share and just barely behind Apple Watch is ROLEX?! Yeah, no. Just. Not. Possible. 


    >For watch brands, upper-income teens have continued to rate Apple as their favorite once again. However, Apple's 36% share is a drop from the 42% of the Fall 2023 and Spring 2023 surveys, and it's only just ahead of its nearest rival, Rolex at 34%.

    It is said that 34% of overall teens currently own an Apple Watch, which is flat versus last fall. The intent to buy an Apple Watch in the next six months did go up from 10% in the fall to 13%.<


    The way the article has it, if one is not paying attention, one can easily confuse "rating", with "ownership". The 36% Apple Watch share and 34% Rolex share, are not the percent of teens that own these watches. They are the percent of teens that rated these watches as their favorite brand.  But reading the next sentence, we find out that 34% of teens actually own an Apple Watch. And no numbers are given for teens that actually own a Rolex or any other brand watches.




    Thanks for this. Yes, it's weirdly worded, since "share" is almost always used in terms of "market share," not for popularity rankings unrelated to ownership or actual sales. I've never met a single 14-year-old sporting a Rolex, but maybe I just don't run with the right crowds. 
  • Reply 16 of 16
    davidwdavidw Posts: 2,073member
    tht said:
    Why does Apple Music lag Spotify?
    Spotify was one of the 1st movers in streaming music - that is, they have a strong brand image for streaming music because of that - and they offer a free ad-supported tier. They essentially won the music streaming music war.

    They essentially lose money on the ad-supported streaming music tier and need to convert as many of those to the subscription tier as much as possible; or, restructure their expenses to be more favorable for the ad-supported tier (read: pay labels and artists less). Best option for them is probably making a deal with Android OEMs to be the default music service. I think their end game for Apple in the EU is to have the EU force Apple to have a default streaming music app screen with Spotify as the first option on the list. Well, what they really want is to be the default music and audio streaming app on iPhones, and maybe the EU will make that happen. Probably not, but they definitely want something like that.

    There is still an end game play the Apple, Amazon and Google could do: offer music subscription plans for say $8/mo. Something like that. The shit will hit the fan in the EU when that happens. Well, perhaps the real end game is unlimited AI generated music that is not discernibly different from human generated music. They are all headed there. Not sure what the capital costs are, but they are all trying to do it. Yeah, maybe there should be a Butlerian Jihad?  B)

    Actually, I think ad-supported music streaming is profitable for Spotify. It is not nearly as profitable as their paid subscription tier. What makes ad-supported music streaming profitable for is how little Spotify have to pay the music industry in artists royalty. It is a completely different deal than with paid subscription. Their ad-supported tier is the reason why Spotify appears to "pay" the artist less in royalty than Apple.  Both Spotify and Apple pay the music industry about the same percentage of their subscription price. Which is about 70%. However Spotify is not paying anywhere near 70% of their ad revenue to the music industry and what the artists makes per (ad supported) stream comes out to be like 1/10 of what they make per paid subscription stream. And this significantly brings down the "average" of how much the artists earn per stream, on Spotify.  Google and Amazon also have ad-supported tier and is the main reason they also appear to "pay" the artists less per stream, than Apple. None of the big music streaming services "pays" the artists (for the vast majority of their contents) They all hand over a percentage of the revenue they earn from streaming music to the music industry labels and the music labels distributes the royalties to the artists, using their own methodology.

    But I agree that Apple "competing" with Spotify on the price of an ad free music streaming subscription. After all, consumers would benefit from a price war.  Competition should result in lower prices or better service for the same price, for the consumers. How can the EU complain about that. (Though I bet that crybaby CEO of Spotify would go crying to the EU Commission (with Epic CEO holding his hand) about how he's being bullied by the "Gatekeepers".)

    Amazon already offer a discount for their ad free music streaming for Prime members and Google also offer their ad free music streaming service for their YouTube Prime Video subscribers, at a steep discount. Maybe it's time for Apple to discount Apple Music for AppleTV + subscribers. Or offer a year of discounted Apple Music on every new iPhone and iPad purchase. Or just lower the price of their Apple Music subscription, to attract more Apple Music subscribers. Apple, Amazon and Google can do what the likes of Walmart, Target and BestBuy can do with music, use it as a loss leader to attract customers to other products or services.



    Right now, for Spotify, streaming music is also a loss leader, but that's not by choice. :) Spotify by now (after nearly 20 years in the business) should realize the truth about their business model. If the only revenue you bring in comes from charging to stream contents you don't own, then prepare to be screwed not by the competitors that are also charging to stream the same contents, but by the owners of the contents. Whereas the music industry are raking in billions of dollars every year from music streaming services paying for their contents, the music streaming services are barely profitable, if at all. I predict that unless Spotify find a way to change their business model, they will end up like the Sam Goody, WhereHouse, Tower Records, Virgin Megastores and other dedicated music stores of yesteryear, going out of business because they can't compete with companies that can use music as a loss leader.

    tmay
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