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BizReport : Mobile Marketing : April 10, 2013

Apple dominates teen mobile preferences

Tablet and smartphone ownership among American teenagers is dominated by Apple devices, according to the results of Piper Jaffray's 25th bi-annual teen survey.

by Helen Leggatt

Almost all teens now own a mobile device, and 91% plan to buy a smartphone for their next replacement, up from 86% a year ago, according to Piper Jaffray's poll of 1,600 teens from high-income and 3,600 teens from average-income families.

The most desired mobile brand among American teenagers is Apple, found the poll, with 59% of teens saying they are likely to buy an iOS device next, compared to just 23% who are likely to purchase an Android device (up 1% in the last six months).

"We are reaffirmed in our belief that Apple remains the pre-eminent technology brand for teens," says Gene Munster, analyst at Piper Jaffray. "Overall, we expect Apple devices to continue to expand in teen ownership and believe that the company is set up well to benefit from loyalty among its younger user base."

Other key findings from the report include:

- 70% of teens from high-income families are likely to buy an iOS for their next mobile device (compared with 59% overall);

- 48% of teens already own an iPhone, up from 40% six months ago;

- 62% plan to buy an iPhone as their next mobile device;

- 51% of teens already own a tablet, up from 44% six months ago;

- 68% of tablet-owning teens own an iPad, down from 72% six months ago;

- 68% plan to purchase an iPad.

Image via Shutterstock

Tags: Android, Apple, mobile trends, poll, smartphone sales, survey, teen behavior

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