US teens keen on Apple

29 November 2011

NEW YORK: Apple's range of devices, like the iPhone and iPad, are among the most highly-desired products for US teenagers, research has revealed.

Piper Jaffray, the investment bank, surveyed 5,700 teens to discover what their ideal Christmas present would be.

Having seen the various gadgets within Apple's portfolio rapidly climb the charts over the last four years, the company revealed 11.2% of participants named an iPad, iPhone, iPod, Mac or related item, like vouchers for iTunes.

This only fell behind the ratings for the generic answers of "money" on 22% and "clothes" on 15%, showing the strength of Apple's brand for members of such a core demographic.

More specifically, 3.4% of the sample wanted an iPhone, up from 2.5% in 2010 and 1.1% in 2009. An extra 2.5% of the 2011 panel proved keen on the iPad, versus 2.2% last year, when it was rolled out.

A similar trend was observable for the firm's Mac computers, which recorded a total of 0.4% in 2008, rising to 0.8% in 2010, and now standing at 1.1%.

By contrast, the iPod music player, including the iPod Touch, has witnessed a drop off from 4.3% in 2008 to 3% in 2010, and just 2.1% today.

However, other products in Apple's stable made up another 0.9% of this year's figure, effectively doubling the scores from 2010 and 2009, and tripling that from 2008.

In a demonstration of Apple's pre-eminence, a modest 0.3% of interviewees expressed a preference for Microsoft's Xbox games machine, and 0.4% said the same for Sony's third-generation PlayStation.

Upper income teens were more enthusiastic about receiving an iPhone, posting 5.1%, falling to 2.9% for contributors on an average income. Piper Jaffray stated that this reflected the rise of increasingly affordable handsets powered by Google Android.

Elsewhere, 1.9% of wealthier teens wished to possess an iPad, whereas 2.7% of average earners felt the same.

Mac computers logged 1.9% among the first of these audiences and 0.9% for the second, again highlighting the meaningful differences within the panel.

Data sourced from Fortune; additional content by Warc staff