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The iPhone remains overwhelmingly popular among teens, according to Piper Sandler’s biannual survey of teens. 85% of US teens surveyed own an iPhone, and 86% plan to purchase an iPhone as their next smartphone.
The iPhone remains the most popular smartphone among teens, but ownership rates have increased by 2023, with 87% of teens owning an iPhone and 88% planning to buy one. This is a decrease from the October survey.
Both metrics, 85% iPhone ownership rate and 86% iPhone purchase intent, are near all-time highs in our research, but are down from record levels in 2021. Given the mature premium smartphone market, we believe that increasing penetration and purchase intent is important. Additionally, the trend towards premium-tier phones is encouraging as the company continues to introduce new iPhones, proving the stability of its overall product portfolio. Finally, as the installed base of Apple hardware continues to grow, the positive trend is likely to continue for services as well.
Apple’s dominance in the teen market is of particular interest right now, as it is one of the metrics targeted by the U.S. Department of Justice in its antitrust case against Apple.
The Department of Justice has suggested that Apple’s ownership of the U.S. smartphone market has caused “social stigma, exclusion, and stigmatization” for non-iPhone users, citing a specific example of “green social media” between iPhone and Android messaging users. Bubble chat and raise issues. The Justice Department claims this is “particularly powerful” for teens, and that “social pressure” is causing teens to switch to iPhones.
The antitrust case also suggests that Apple’s market share in “key demographics” such as “young viewers” is an issue that gives Apple too much power over the smartphone ecosystem. .
Regarding the Apple Watch, 34% of teens said they use an Apple Watch, unchanged from last fall. However, Apple Watch purchase intent increased by 3%, with 13% of teenagers planning to purchase an Apple Watch within the next six months. Only 39.4% of teens say they own a smartwatch, and teens overwhelmingly prefer the Apple Watch over other smartwatch brands. Apple Watch was the top watch brand, followed by Rolex and Casio in second and third place, respectively.
Teens prefer Spotify as their music service, with nearly two-thirds of teens surveyed saying it was their favorite service. Just over 30% of teens said they use Apple Music. Apple TV+ isn’t popular with her teen audience, with less than 5 percent of teens saying they watch it every day. Comparatively, more than 30% of teens regularly watch Netflix and nearly 30% watch YouTube.
Apple Pay is the most popular payment platform, used by 44% of teens in the last month, but Cash App and Venmo are preferred for peer-to-peer transfers.
Piper Sandler surveyed 6,020 teens in 47 U.S. states for the Spring 2024 report.
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