Poll finds Apple dominating youth computer, tablet and phone markets

[Numo]

From AppleInsider:

By Mikey Campbell

Published: 06:25 PM EST (03:25 PM PST)

An annual poll studying brand loyalty in American youth markets finds Apple as the most-liked manufacturer of computers, tablets and mobile phones.

Results released on Tuesday from research firm Harris Interactive's youth EquiTrend poll, which measures brand equity by familiarity, quality and purchase consideration, named Apple "Brand of the Year" in the computer, tablet and mobile phone categories, suggesting the company will dominate those youth markets in 2012.

The online study polled 5,077 consumers aged 8-24 in August, 2011, with a total of 121 brands being rated among 8-12 year olds and 167 brands among 13-24 year olds.

Noting an increase in the purchasing power of young Americans, the report suggests that companies need to earn customer loyalty early, saying the demographic is expected to spend $211 billion in 2012.

"Youth of today have spending power and they also have loyalty to brands," said Regina A. Corso, Senior Vice President for Youth and Education Research at Harris Interactive. "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."

Harris says that tech products are topping youth wish-lists for the upcoming holiday season, noting that Apple's products rank the highest, followed by Hewlett-Packard, Motorola Xoom and HTC respectively. The independent study claims to benchmark the brands that young Americans prefer, offering corporate America a strategic business tool in planning product ramp-up.

"This is very good news for Apple and indicates that their masterbrand is very strong," said Jeni Lee Chapman, Executive Vice President of Harris' Brand and Communication Consulting. "Brands often struggle to maintain relevancy among different generations. This data shows that this is not going to be an issue for Apple."

The Cupertino, Calif. company recently updated its MacBook Pro line, and announced its first free-on-contract iPhone alongside the new iPhone 4S. An LTE-equipped iPhone is expected to launch next year, as well as a rumored successor to the iPad 2.

More at http://www.appleinsider.com/articles/11/...rkets.html

[Black]

"Brands who tap into this loyalty when a consumer is a tween, and nurture it through the teen years,

Tweens is not twenties?

[Grace62]

Black wrote:
"Brands who tap into this loyalty when a consumer is a tween, and nurture it through the teen years,

Tweens is not twenties?

Tweens are between child and teen years - age 9-13, depending upon who you ask. For girls sometimes it's called "too old for toys, too young for boys." Supposedly they are brand-obsessed, but my own kids were not so much. If they have so much purchasing power I have to wonder where that's coming from, guilty parents? They're not old enough to work.

[Black]

Grace62 wrote:
[quote=Black]
"Brands who tap into this loyalty when a consumer is a tween, and nurture it through the teen years,

Tweens is not twenties?

Tweens are between child and teen years - age 9-13, depending upon who you ask. For girls sometimes it's called "too old for toys, too young for boys." Supposedly they are brand-obsessed, but my own kids were not so much. If they have so much purchasing power I have to wonder where that's coming from, guilty parents? They're not old enough to work.
Kids don't work these days, do they?

[Grace62]

Black wrote:


Kids don't work these days, do they?

My oldest started working at 16. He's not working during his first semester of college but will during winter break.

However, quite of few of his high school friends never got jobs at all. I was pretty amazed by this. I worked from 15 on...

[Black]

Grace62 wrote:
[quote=Black]


Kids don't work these days, do they?

My oldest started working at 16. He's not working during his first semester of college but will during winter break.

However, quite of few of his high school friends never got jobs at all. I was pretty amazed by this. I worked from 15 on...
I started working 'real' jobs at 15, but can name 3 or 4 jobs I had prior to that . . .

[Grace62]

Black wrote:
[quote=Grace62]
[quote=Black]


Kids don't work these days, do they?

My oldest started working at 16. He's not working during his first semester of college but will during winter break.

However, quite of few of his high school friends never got jobs at all. I was pretty amazed by this. I worked from 15 on...
I started working 'real' jobs at 15, but can name 3 or 4 jobs I had prior to that . . .
Same here, babysitting in particular. My kids have earned money that way too, petsitting, that kind of stuff. I find it hard to believe that these tweens earn enough that way to be buying iPhones and that kind of stuff. I think we're talking mom and dad's money.

There's nothing like a job with a boss who isn't your parent or neighbor, a schedule, and some grown-up responsibilities with a really meager paycheck. No substitute for that.