Well sure. But more than that, according to Piper Jaffray’s annual pre-holiday survey, they want cash, clothes and/or a car.
From “What GenZ wants for the holidays,” excerpted from a 23-page Global Lifestyle Brands report that landed on my desktop Monday:
- Money & Clothing are the top-two wishes for teens for the holiday followed closely by Car.
- Mentions for a phone took 9% of the vote of which over one-third of the mentions were for an iPhone specifically. Footwear rounded out the top-five with Nike as the most commonly mentioned brand.
- We are seeing an increasing number of mentions towards “Experiences” and saw teens asking for a trip or vacation with their family on the rise. In fact, if we combined the votes for Travel with Concert Tickets & Sporting Events, “Experiences” would have ranked No. 9—just one vote shy of Video Games in No. 8.
Methodology: we asked teens to name the top items on their wish lists in an unaided, open-response format; we then calculated all mindshare as a percent of the total responses, includes of “N/A” responses. We analyze the Upper-Income segment of our Fall 2019 Taking Stock With Teens data set.
Digging deeper into the Apple numbers:
- Apple is the top-listed consumer brand for teens at ~10% of the total vote vs. >11% last year.
- AirPods gained share Y/Y whereas iPhone & Apple Watch lost share; iPad & MacBook mentions were stable
- Nike followed as the second-most listed brand, however its share more than tripled Y/Y; adidas was stable & lulu was slightly ahead of last year.
- In general, we saw an influx of Luxury Brands being mentioned—this year, 1.6% of the vote came from specific European luxury brand mentions of which Louis Vuitton was the most commonly sited (0.6% vs. 0.3% last year) followed by Gucci (0.5%). Last year, Luxury Brands represented 1% of the total vote up from 0.3% in 2017. While we recognize these numbers are small, the trend has been nicely increasing.
Click to enlarge.
My take: It’s easy to read too much into an open-ended “what’s on your wishlist?” question.