News
Teen survey shows iPod growth, iPhone awareness
Teenagers are buying more iPods than ever, and iPhone awareness is notably high among students, according to results from Piper Jaffray’s bi-annual teen survey. The national study of approximately 500 teenagers’ buying patterns and brand preferences found that iPod market share among teens grew to 82% from 79% in the fall 2006 survey. In addition, the financial firm reported that 84% of students surveyed had heard of Apple’s iPhone, with 25% saying they would pay $500 for the device.
“Apple continues to dominate the portable media player (PMP) market by a large margin,” Piper Jaffray said. “Our study indicated that 78% of high school students own a PMP, and of those students 82% own an iPod. Sony’s share, the second highest, has leveled at about 4%. Students’ awareness of the iPhone and their interest in buying the iPhone are both high. Among high school students, it is clear that Apple is successfully carrying its brand from the media player market into the mobile phone space.”
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1
Is it June yet?
Posted by urbanslaughter on April 9, 2007 at 2:58 PM (PDT)
2
is apple target market for the iphone really teenagers?
Posted by Brennan on April 9, 2007 at 3:31 PM (PDT)
3
Call me old-fashioned, but I have no idea how the average 14-year-old could scrounge up the money to buy an iPhone…seriously, where did they do this survey? Private Boarding Schools of America?
Posted by The Soup Nazi on April 9, 2007 at 3:35 PM (PDT)
4
I can see teenagers as the largest percentage of cell phone sales, regardless of manufacturer. In my school, there are people who buy new phones every few months…
Unfortunately, my school is about 85% Verizon Wireless, 10% AT&T/Cingular, and 5% “other”... meaning there will be a very low number of iPhone users… I do have a friend that said he’d switch to AT&T just for the iPhone.
Posted by Eric (pohatu771) on April 9, 2007 at 3:39 PM (PDT)
5
Another glorious nugget of uselessness from the Piper-we state the obvious-Jaffray folks. It’s only a matter of time before they analyze the folks in senior care homes about their iPod usage/iPhone desire.
Sure they’ve heard of the iPhone. A large majority of the students have cell phones already so how closed off would they have to be to have never heard of the iPhone?
“...with 25% saying they would pay $500 for the device.”
That’s kind of a stupid statement. I would pay $500,000 for a Ferrari. It doesn’t mean I’m going to get one.
I wish PJ would analyze something relevant or useful for once.
Posted by Matthew on April 9, 2007 at 5:49 PM (PDT)
6
The reason many teenagers can afford an iPhone is that they have no other expenses. Live at home, get an allowance, daddy pays for the car, etc. It just boils down to buying an iPhone and missing the next couple of concerts. And it’s a great investment; you’ll be cooler than the 82% who are now stuck with a lame “plain iPod”!
Posted by RLH on April 9, 2007 at 5:51 PM (PDT)
7
there has been iphone ad-give aways on the internet since the keynote trying to get you to take a survey for an iphone. on websites like myspace and other teen sites.
Posted by BIGP in Texas on April 9, 2007 at 8:31 PM (PDT)
8
Like any other new product wait a while and read new user comments. Look for updates.
John
Posted by digital843 on April 10, 2007 at 10:49 AM (PDT)
9
Matthew is right though, saying “I would pay 500 dollars for an iphone” is different than saying “I WILL pay 500 dollars for the iphone”. Besides, I live in Canada, we don’t even get Cingular here. It’ll be pretty damn hard for our students to buy an unlocked iphone (if its possible to find a unlocked iphone). I doubt apple would target their iphone at teenagers. The price is too high, and the features are little bit more business oriented than what teens are accustomed to. But of course, this is all just my speculation.
Posted by Don on April 10, 2007 at 5:43 PM (PDT)
10
The study isn’t actually lame cause if you read it carefully it wasn’t a study on ipod but a study on brand preferences and buying patterns. There is more comp in this arena and Apple continues to dominate. To think kids won’t fork over 500 for ipod is clueless on your part. Remember there is XBOX 360 and PS3 (which at least one of them is selling well). I also notice many kids using blackberry’s, Treos and other devices that can cost up to 400 dollars.
Posted by Student of life on April 11, 2007 at 1:46 PM (PDT)
11
This is why Apple is the best at Marketing. The iPhone was showed months ahead of release on purpose, in a GLASS BUBBLE. No ‘human’ hands besides a few Media people and Jobs and staff got to touch it, and there is only 3 in the ‘wild’. It is being build-up as a myteriouse product like no other on the market. This is well planed-out Apple marketing at its best. Those teens that buy the iPhone will instantly take on that cool status. Word-of-mouth marketing for the iPhone will soon follow much like it did for the iPod.
Now compare the marketing for the iPhone with the marketing for the Prada (touch) phone. Prada who?
Posted by Dave95 on April 12, 2007 at 8:47 AM (PDT)