New York, April 12, 2017 — The latest edition of the Piper Jaffary “Taking Stock of Teens” survey finds that although the younger generation is spending less, their love of digital entertainment and of iPhone ownership has never been stronger.
The Spring 2017 edition of the US investment bank’s semi-annual study of 5,500 teenagers finds that 81 per cent of respondents expect their next smartphone handset to be an iPhone. Not only is that up on Fall 2016’s figures, when 79 per cent said they wanted an Apple smartphone, it is the highest demand for an iPhone ever since Piper Jaffary started asking about smartphone preference as part of the study.
As for what they will use their shiny new iPhone for, it would appear the teens will be streaming video, shopping online, and sending and receiving disappearing messages.
With 43 per cent, the Amazon website is teens’ go-to online marketplace. To put that figure into perspective, Nike’s online store comes a very distant second with 5 per cent. What’s more, 17 per cent of teens say that they now shop purely online.
And it’s not just Amazon’s retail deals that are attracting the next generation. Teens across all household income brackets are adopting Amazon Prime. The service has a 58 per cent penetration based on the Fall 2016 study, which, according to Piper Jaffray, equates to 63-66 million US households.
Yet, considering the video and music streaming services that come as part of an Amazon Prime subscription, when asked about daily video consumption, Netflix was cited by 38 per cent of respondents, putting it in first place, with YouTube in second place (26 per cent) and cable TV (23 per cent) in third.
As for social networking, Snapchat is still the most popular platform for teens, cited by 39 per cent of respondents, well ahead of Instagram in second (23 per cent) and Twitter and Facebook in joint third place with 11 per cent. Which explains Facebook’s continued obsession with the app that started out as a disappearing messaging service, and its attempts to replicate a host of Snapchat features within its own mobile offerings.