Teens Prefer Apple
November 7, 2022
The 44th semi-annual Taking Stock with Teens survey from Piper Sandler asked US teenagers about their earnings, spending patterns, and brand preferences. Here is a handy infographic of the results. Marketers will find helpful guidance in this report.
Some of the findings are interesting, even for those not looking to make a buck off young people. See the post for trends in clothing, cosmetics, and food. In technology-related preferences, we found some completely unsurprising. For example:
- “TikTok improved as the favorite social platform (38% share) by 400 bps vs. last Spring, and SNAP was No. 2 at 30% (-100 bps vs. Spring 2022) while Instagram was No. 3 at 20% (-200 bps vs. Spring 2022)
- Teens spend 32% of daily video consumption on Netflix (flat vs. LY) and 29% on YouTube (-200 bps vs. LY)”
We find one revelation particularly significant. It looks like Apple is on track to monopolize the cohort:
- “87% of teens own an iPhone; 88% expect an iPhone to be their next phone; 31% of teens own an Apple Watch”
What will advertisers pay to reach this group? Answer: Lots. We anticipate a growing number of teen-focused campaigns across the Appleverse. When Apple squeezed Facebook’s ad methods, where did that delicious money flow go? Do regulators know?
Cynthia Murrell, November 7 , 2022
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