For an astonishing majority of the adolescent audience, Apple is synonymous with young, bold and dynamic brand, much more suggestive than Samsung or any model with Android. And we do not say it: two recent studies endorse the preference of young people towards the smartphone of the Recuperation multinational, which has been able to take advantage of the shadow of Steve Jobs to consolidate its brand among the most demanding users. A ‘victory’ that, far from being a novelty, has been the tonic of the last years.
In the last decade Samsung and other manufacturers have eaten ground on the apple brand, sometimes with marketing strategies similar to the ones that Steve Jobs put into practice with Microsoft in its 2006-09 Get a Mac campaign. However, polls leave no room for doubt: Apple continues to triumph among younger consumers, as the latest Piper Jaffray poll shows.
In its Taking Stock With Teens, this Minneapolis-based investment bank has surveyed about 7,000 consumers with an average age of 16-17 years. Your conclusions? Almost 70% of respondents use an iPhone and 75% want their next device to be an iPhone. And if the apple terminals have come off well, Apple tablets also have reasons to be congratulated, as 64% of users prefer iPad to any of their competitors.
Although Piper Jaffray has released similar data in recent years, we should not underestimate the results of this survey, as they harmonize with data from Goldman Sachs. This US consultant decided to survey the general consumer (over 18 years), obtaining data of the most interesting: for example, almost 25% of new customers of iPhone 7 would come directly from the competition, Android, which gives a greater Value to your decision. To make matters worse, 44% of the participants assure that they will acquire this smartphone throughout the year.
iPhone question of age or gender?
But the data collected by Piper Jaffray and Goldman Sachs can lead to deception, since Apple is not only successful among young people. Gender also seems to be decisive. In 2016 a curious investigation of the company Conecta, in collaboration with the company of telecommunications Orange, assures that the men feel a greater attraction towards everything related to Apple (iPhone, iOS, etc.) than the female users.
The participation of 1,800 people of both sexes should have been enough to determine that only 78% of women know the Apple operating system, in contrast to 87% of the male audience. Beyond the high or low popularity of its services, the study assures that the rounded and elegant edges, as well as the thinness of the terminal, are preferred of the beautiful sex, while the men value the robustness above all.
However, only surveys by Piper Jaffray seem to show strong data, as the low participation in the studies of Goldman Sachs and Conecta may detract from their results. However, some interesting figures, which help us understand the target of Apple.