Apple increases its lead in teenage mindshare; 30% plan iPhone purchase within 6 months

“Piper Jaffray on Tuesday released the results of its 16th bi-annual Teen Survey, for which members of the firm visit several high schools across the country and survey students on their interest and buying patterns in portable media players, online music, and the iPhone,” Slash Lane reports for AppleInsider.

“The bottom line is that ‘Apple’s dominance in the consumer electronics and online music markets is going seemingly unchecked,’ analyst Gene Munster told clients in a report outlying the study’s findings. ‘We believe that the teen demographic is a critical component of long-term growth in the digital music and mobile markets,'” Lane reports.

“8 percent of the 769 students surveyed said they already own an iPhone, with another 22 percent implying that they plan to purchase one in the next 6 months. That’s up substantially from the firm’s April survey in which 6 percent of students had iPhones but only 9 percent said they planned to purchase one in the next 6 months,” Lane reports.

“Apple [iPod] continues to dominate the market, with an 84 percent share, up from 80 percent last year,” Lane reports. “While Piper Jaffray’s April survey saw iTunes use amongst teens start to plateau at around 80 percent after falling from a high of 91 percent in the fall of 2006, the Apple digital download service has since bounced back to reclaim a 93 percent share. Rival services from Yahoo, Rhapsody, and Amazon, which at one time seemed as if they’d give iTunes a run for its money among the teen demographic, have since lost their momentum, Munster told clients.”

Much more, including charts with survey questions and answers, in the full article here.

[Thanks to MacDailyNews Reader “Adam M.” for the heads up.]


  1. Children are our future, and Apple’s too.

    It would appear that we may be fast approaching a tipping point here.

    As long as Apple maintains its core values of simply elegant innovation, and ultra-hipness in the minds of the vox populi, we good!

  2. Ok, I’ve noticed some severe post deletions here, the website owner has every right of course.

    But my argument why Windows dominates is something Apple needs to break in order to grow further.

    Go put your head back in the sand then.

  3. That is always how I thought about it too. The only reason why Windows is popular is when Windows 95 was better than Mac OS X. Since then, people have been using what is given to them. Now that teens are choosing Macs (half of everyone at my university have a Macbook Pro and others with Macbooks and Airs), they are going to continue using it when they grow up. Teens are a VERY important market.

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