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New colors of spring iPhone cases and Apple Watch bands | Apple 2024
Piper Sandler’s recent biannual survey revealed that the iPhone remains the most popular smartphone among American teenagers, with 85% of respondents owning an iPhone and 86% owning an iPhone. He has indicated that his next smartphone purchase will be an iPhone.
This is a slight decrease from an October 2023 survey that showed 87% of teens own an iPhone and 88% plan to buy one. Despite the slight decline, these numbers are close to the survey’s all-time highs and highlight the iPhone’s strong appeal among teens, especially in a highly competitive market for premium smartphones.
The findings come at a time when Apple’s dominance in the teen market is being scrutinized by the U.S. Department of Justice’s (DoJ) antitrust lawsuit against the company. The Justice Department claims that Apple’s strong position in the US smartphone market has led to “social stigma, exclusion, and stigmatization” of people who don’t use iPhones, and calls for “green bubble” chats between iPhone and Android users. It emphasizes that the issue of is an important factor.
According to the Department of Justice, this social pressure particularly affects teens and contributes to Apple’s large market share among young adults, resulting in Apple’s decline in the smartphone ecosystem. They say it can become overly controlling.
The Apple Watch also continues to be popular among teens, with 34% of those surveyed using an Apple Watch, unchanged from last fall. However, there has been a notable increase in the percentage of teens who plan to purchase an Apple Watch within the next six months, rising to 13% since our last survey. Considering that only 39.4% of teens own a smartwatch, it’s clear that Apple Watch is preferred over other brands, with Apple Watch leading the way to brands like Rolex and Casio. It has become the most popular choice over brands.
But Apple doesn’t seem to have the same influence with the teen demographic when it comes to music and video streaming services. Spotify has emerged as the preferred music streaming service for nearly two-thirds of teens surveyed, while just over 30% use Apple Music. Similarly, Apple TV+ has struggled to attract teen viewers, with less than 5% of respondents watching it daily, compared to 30% who watch Netflix or YouTube daily. This is in sharp contrast to nearly 30%.
For digital payments, Apple Pay was the most used platform among teens last month, with 44% using it. However, for peer-to-peer money transfers, apps like Cash App and Venmo are more popular among this demographic.
This Piper Sandler study surveyed 6,020 teens across 47 U.S. states for its Spring 2024 report and provides a glimpse into the preferences and habits of today’s young American consumers.
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