Teenage iPhone ownership rises as intent to buy stays high



 

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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