Poll finds Apple dominating youth computer, tablet and phone markets
An annual poll studying brand loyalty in American youth markets finds Apple as the most-liked manufacturer of computers, tablets and mobile phones.
Results released on Tuesday from research firm Harris Interactive's youth EquiTrend poll, which measures brand equity by familiarity, quality and purchase consideration, named Apple "Brand of the Year" in the computer, tablet and mobile phone categories, suggesting the company will dominate those youth markets in 2012.
The online study polled 5,077 consumers aged 8-24 in August, 2011, with a total of 121 brands being rated among 8-12 year olds and 167 brands among 13-24 year olds.
Noting an increase in the purchasing power of young Americans, the report suggests that companies need to earn customer loyalty early, saying the demographic is expected to spend $211 billion in 2012.
"Youth of today have spending power and they also have loyalty to brands," said Regina A. Corso, Senior Vice President for Youth and Education Research at Harris Interactive. "Brands who tap into this loyalty when a consumer is a tween, and nurture it through the teen years, will have an extremely loyal customer by the time the customer is a young adult."
Harris says that tech products are topping youth wish-lists for the upcoming holiday season, noting that Apple's products rank the highest, followed by Hewlett-Packard, Motorola Xoom and HTC respectively. The independent study claims to benchmark the brands that young Americans prefer, offering corporate America a strategic business tool in planning product ramp-up.
"This is very good news for Apple and indicates that their masterbrand is very strong," said Jeni Lee Chapman, Executive Vice President of Harris' Brand and Communication Consulting. "Brands often struggle to maintain relevancy among different generations. This data shows that this is not going to be an issue for Apple."
The Cupertino, Calif. company recently updated its MacBook Pro line, and announced its first free-on-contract iPhone alongside the new iPhone 4S. An LTE-equipped iPhone is expected to launch next year, as well as a rumored successor to the iPad 2.
Results released on Tuesday from research firm Harris Interactive's youth EquiTrend poll, which measures brand equity by familiarity, quality and purchase consideration, named Apple "Brand of the Year" in the computer, tablet and mobile phone categories, suggesting the company will dominate those youth markets in 2012.
The online study polled 5,077 consumers aged 8-24 in August, 2011, with a total of 121 brands being rated among 8-12 year olds and 167 brands among 13-24 year olds.
Noting an increase in the purchasing power of young Americans, the report suggests that companies need to earn customer loyalty early, saying the demographic is expected to spend $211 billion in 2012.
"Youth of today have spending power and they also have loyalty to brands," said Regina A. Corso, Senior Vice President for Youth and Education Research at Harris Interactive. "Brands who tap into this loyalty when a consumer is a tween, and nurture it through the teen years, will have an extremely loyal customer by the time the customer is a young adult."
Harris says that tech products are topping youth wish-lists for the upcoming holiday season, noting that Apple's products rank the highest, followed by Hewlett-Packard, Motorola Xoom and HTC respectively. The independent study claims to benchmark the brands that young Americans prefer, offering corporate America a strategic business tool in planning product ramp-up.
"This is very good news for Apple and indicates that their masterbrand is very strong," said Jeni Lee Chapman, Executive Vice President of Harris' Brand and Communication Consulting. "Brands often struggle to maintain relevancy among different generations. This data shows that this is not going to be an issue for Apple."
The Cupertino, Calif. company recently updated its MacBook Pro line, and announced its first free-on-contract iPhone alongside the new iPhone 4S. An LTE-equipped iPhone is expected to launch next year, as well as a rumored successor to the iPad 2.
Comments
Relentless.
A majority of college students today are choosing Macs. Wait until my 6 yr old goes. And it's just going to continue to get worse for Microsoft
After providing the company with innumerable boosters, Steve left the company in excellent shape, at some sort of zenith. Almost as if he had accomplished what he came to do. But what's next?
I mean I guess I could fathom that a good number of parents buy, let's say a 7th grader, a more bargain type laptop from HP as opposed to say a MacBook Pro and therefore get some votes. But then why wouldn't Dell be up there? I just don't see how HP and HTC are in the top three recognizable brands for kids. Something is fishy.
I recall the PC manufacturers getting together with Microsoft for the Windows 7 launch a couple of years ago to tell MS what the consumer wanted in terms of an OS. I guess that didn't work out too well.
Just wait until the market share numbers come out 3-5 years from now
A majority of college students today are choosing Macs. Wait until my 6 yr old goes. And it's just going to continue to get worse for Microsoft
And without us at NeXT none of this would ever have materialized. That is the one action Gil Amelio did right, instead of buying Be Inc. Steve was always part of the merger.
And without us at NeXT none of this would ever have materialized. That is the one action Gil Amelio did right, instead of buying Be Inc. Steve was always part of the merger.
You're right. I completely agree. NeXT being bought is fundamental to the whole story
Just wait until the market share numbers come out 3-5 years from now
A majority of college students today are choosing Macs. Wait until my 6 yr old goes. And it's just going to continue to get worse for Microsoft
10 years ago, me. Today, me, my wife, my three children and their spouses, and five grandkids, all Apple computers, iPads and iPhones. Well, I don't have an iPhone.
And without us at NeXT none of this would ever have materialized. That is the one action Gil Amelio did right, instead of buying Be Inc. Steve was always part of the merger.
Dumb luck on Gil's part, I think, but thank god.
The Wintel nerds are all getting long in the tooth. Their day in the sun is almost over.
What do you think is powering every Mac on the market right now, chief? Let me give you a hint: starts with an I, and doesn't end in PC.
Awesome news for Apple. Let's not forget that not long ago, the company was on the brink of bankruptcy. Even after Steve Jobs came back, it was just doing decently - improved Mac lineup, popular iPods. It was not until 2007 (iPhone) that Apple was doing great, and 2010 (iPad) that they went stratospheric. But that's great that 5, 10, 20 years from now, there will still be a solid Apple user base.
How do you know that? One wrong decision and you can lose all your fans in less than a year. Remember Nokia?