Record 88% of U.S. teens own an iPhone — survey

According to Piper Sandler, 28% wear an Apple Watch and another 13% plan to buy one in the next six months.

From Piper Sandler’s 41st semi-annual Taking Stock With Teens survey — Spring 2021 edition.

This report is infographics-heavy. Here are the relevant charts (click to enlarge):

apple piper teen survey spring 2021

apple piper teen survey spring 2021

apple piper teen survey spring 2021

My take: Once again, Piper Sandler’s teen demo skews upper middleclass. Here’s the chart for that:

apple piper teen survey spring 2021

10 Comments

  1. Ralph McDarmont said:
    Phenomenal numbers. That’s a lot of teens, and it’s worth noting that quite a few adults own iPhones too. Then there’s all the other Apple devices and services! Upcoming earnings should be fun.

    1
    April 7, 2021
  2. Aaron Belich said:
    Wow, Apple Pay already number two for payment—but is that Apple Pay Cash or Apple Card!? I’d like to see the historical numbers on that.

    2
    April 7, 2021
    • Roger Schutte said:
      I would presume the majority of teens Apple Pay use is with their bank debit cards loaded into Apple Pay and not Apple Card or its rewards card (Apple Cash).

      3
      April 7, 2021
  3. Robert Stack said:
    @PED: I wonder what the results would be if the survey didn’t disproportionately represent the views of upper middle class teens? IOW, perhaps 90% or so of ALL teens might want to buy an iPhone, but only 50% might already own one (rather than what looks like about 88%)? The number for current teen watch ownership (28%!) seems especially high (and certainly not representative of teens from all demographics). Still, data like these are useful when viewed over time and with the appropriate context – as per “your take.” They are useful also in pointing out that Apple products are still aspirational to teens, meaning that iPhones and Apple watches are still “cool”!

    3
    April 7, 2021
  4. John Konopka said:
    Interesting. Kind of the mirror image of corporate ownership of PCs. The critical mass tends to go to one platform.

    3
    April 7, 2021
  5. Manfred Schwencke said:
    Very important numbers for Apple‘s future competitive position!
    If younger generations are „locked in“ to the ecosystem, we do not need to bother about future sales and growth! Once locked in, customers will not leave the ecosystem.
    By the way: I do observe the same here in Germany and Europe: first iPhones are passed down by parents or bought at eBay: once 16, the kids want a new iPhone ….

    The future looks very bright for AAPL!

    4
    April 7, 2021
  6. John Butt said:
    I wonder how they get HH income levels when surveying teens? In my experience with 4 teens they never wanted to know – even if we did tell

    0
    April 7, 2021
  7. Bart Yee said:
    Should also note the demographic responses skews heavily to US South teens (48%), then West teens (22%), so fully 70% may be represented by the most populous states (California, Texas, Florida) and the Midwest and notably the Northeast is severely underrepresented despite likely similar socioeconomics. Not sure why certain regions don’t respond more often than they do.

    For all the bluster of adults in the regions about Apple’s China connections, teens in South and elsewhere appear to like Apple products and services. Apple TV+ would do well to pickup shows aimed at teens plus continue bolstering its Arcade and games offerings.

    0
    April 8, 2021
  8. Bart Yee said:
    A few other edited tidbits from the exec. Summary:
    Chick-Fil-A is No. 1 restaurant; Chipotle No. 3 to 11% ; Starbucks remained No. 2
    • 15% of teens consume plant-based meat w/Impossible Foods & Beyond Meat tied as the No. 1 choice
    • Video games are 9% of teen wallet share vs. 8% LY; 53% expect to purchase a NextGen console & 4% already own
    • Teens spend 32% of their daily video consumption on Netflix followed by YouTube (31%); Prime & Other streaming gain
    • Cash is (still) king for teens as top payment method followed by Apple Pay; Venmo is the most used payment app
    • 9% of teens claim to have traded cryptocurrency; 81% of these teens are male (???)
    • 56% of teens cite Amazon as their No. 1 favorite e-com site; SHEIN took No. 2 spot
    (Who is SHEIN? Never heard of them)
    • Nike is the No. 1 fashion brand for teens—up 200 bps Y/Y; Nike is the No. 1 footwear brand—up 900 bps Y/Y
    • 88% of teens own an iPhone and 90% expect an iPhone to be their next phone. Both are new all-time highs
    • Snapchat is the favorite social media platform (31% share) followed by TikTok (30%) & Instagram (24%, -700 bps)

    0
    April 8, 2021

Leave a Reply