Apple 2.0

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Survey: 31% of U.S. teens want iPhones

April 12, 2010: 6:03 AM ET

And 14% already own one, according to Piper Jaffray's semi-annual teen survey

Click to enlarge. Source: Piper Jaffray

iPhone lust is growing sharply among American teenagers, according to a note to clients issued Monday by Piper Jaffray's Gene Munster.

Summarizing the Apple (AAPL) portion of PJC's semi-annual survey of teen buying habits, Munster reported that "Apple's dominance in the [consumer electronics] and online music markets is going seemingly unchecked."


  • 31% of the U.S. teens surveyed planned to buy an iPhone in the next six months, up from 22% last fall and nearly double the 16% who wanted one a year ago.
  • 14% already own an iPhone, up from 8% a year ago, but down a point from 15% six months ago.
  • Of the 87% who own an MP3 player, 92% own an iPod. Of Apple's major competitors, only Microsoft (MSFT), Sony (SNE) and Sandisk (SNDK) showed up in the results, with 3% market share each.
  • Of the 82% of teens who download music, 43% do it legally. Of those, 92% get their music from Apple's iTunes Store.

"We believe that the teen demographic is a critical component of long-term growth in the digital music and mobile markets," wrote Munster. "And Apple is taking its leading position in music and mobile markets."

Piper Jaffray's 19th semi-annual teen survey questioned 6,000 students across the U.S., 261 of whom completed the Apple-related portion of the survey.

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[Follow Philip Elmer-DeWitt on Twitter @philiped]

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Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for

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