Apple Brand Hot with Youth Market
Among American youth, ages 13-24, the iPad, the iPhone, and other Apple branded merchandise are all the rage. Harris Interactive released a recent study on the brand preferences of America’s youth, and Apple came in number one in the gaming, technology, and telecom category.
Apple dominated in every subset of the category, with youth preferring the iPhone, the iPad, and Apple computers over every other available brand. This is good news for Apple, as young Americans are expected to spend $211 billion in 2012.
In a statement, Regina Corso, Senior Vice President for Youth and Education Research at Harris Interactive had this to say:
“Youth of today have spending power and they also have loyalty to brands.Some of this comes from their parents, but they also make their own decisions. Brands who tap into this loyalty when a consumer is a tween, and nurture it through the teen years, will have an extremely loyal customer by the time the customer is a young adult.”
Apple is churning out a new generation of brand-loyal Apple enthusiasts. I myself have several younger family members, and I can attest to the truth of that statement – every single one of them owns at least one Apple device. Many of them have several, from iPhones to Apple computers, and I’m sure my family is not unique in this respect.
Youth preference for the Apple brand is likely to be a boon for the company during this coming holiday season, where iPads, iPhones, and computers are at the top of many wish lists.
Apple’s dominance at the top of the survey results indicates that Apple’s masterbrand is strong. The customers that Apple gains now at ages 13-24 will be customers for life, ensuring that the Apple brand will continue to have a strong following, both in the present and in the future.