Whichever way you wish to look at it, Apple is pushing out the competition – it seems as though they own children and teenagers. Some might call this brainwashing, while others might say that Apple has done a good marketing job, but in the final analysis it does not matter as it is the results that count.
A recent Piper Jaffray survey of 4,500 youngsters in the US revealed that more than half of the teenage participants want to own an iPhone in the next six months. Everyone knows that there is a big difference between what a teenager wants and what a teenager is likely to get, but it must be admitted that they do have their methods to get what they want!!!
The survey also revealed that 22% of teenage participants already owned an iPad or had access to this magical device in their home – usually the iPad 1 – and that they are planning to have a new device of their own in the near future. Last year’s iPad sales figures – 83% of tablets sold were iPads – seems to suggest that iDevices are rapidly becoming the device of choice.
The survey continued with questions about music, and once again revealed the superiority of Apple in the music market too. The company’s share of the music player market in the US is currently 86%, and according to the Piper Jaffray survey, teenagers are more likely to listen to their favorite music on iPod’s rather than on cell phones. About 80% of the teenage participants have an MP3 player of some sort, and 86% of these participants are also iPod owners, as opposed to only 3% for Microsoft Zune owners.
Is this a case of Apple brainwashing our teenagers, or are the youngsters of today determining the direction in which Apple is moving – whichever way, it is still producing some useful devices for all of us.