Young people not only have considerable consumption power, but also mean that brands have a tendency to seize the market. More value lies in that after mastering the "start" to create recognition, there is a high chance of creating longer-term value in the future. No wonder, Even social services attach great importance to getting young people to "fire up". A recent foreign survey pointed out that the proportion of Generation Z among various smartphone brands is the largest among American iPhone users. up to 34%. Continue reading Is Android not trendy? Young people in Europe and the United States have a strong preference for the iPhone, triggering a market warning report.
Is Android not trendy? Young people in Europe and the United States are interested in the iPhone The strong preference has triggered market warnings
Even services popular with young people such as TikTok seem to have caused a lot of controversy recently, and even led to many discussions about banning them. However, brands around the world are actually doing things to satisfy young people. It is the key goal of marketing.
After all, young people not only have considerable consumption power, but also mean that brands have the tendency to seize the market. The more value is that after mastering the "start" to create recognition, the follow-up will be very Opportunities create longer-term value. It’s no wonder that even social services attach great importance to making young people “burn” (see more: Facebook makes it difficult for young people to “burn”. Surveys show that Facebook has in recent years Nearly 40% of young users have dropped).
Recently, a foreign survey pointed out that the proportion of Generation Z people born between 1997 and 2012 in various smartphone brands is 1% higher than that of US iPhone users. Among them, it accounts for as much as 34%. You may be thinking, is it very powerful if it exceeds 30%? As a comparison, Samsung, which has also attracted the attention of consumers through many innovative shooting functions and trendy folding mobile phones in recent years, in the same In the survey, only 10%, or 10%, was obtained.
▲Image source: DXOMARK
Foreign media observation believes that this trend is likely to be Apple’s continuous performance in market share in recent years. The key to growth. iPhone can also drive sales of related accessories including iPad, Apple Watch and AirPods. Data analysis shows that for every 100 iPhones sold, 26 iPad tablets, 17 Apple Watches and 35 pairs of AirPods will be sold.
Compared with the Android giant Samsung, in a similar survey, it could only drive the sales of 11 tablets, 6 smart watches and 6 pairs of headphones. Previous surveys in Europe even pointed out that iPhones among those under 25 years old More than 83% of users will continue to choose to buy mobile phones of the same brand; for Android, the figure is less than half.
The brand's "ecosystem" has built a high reputation among the young generation. Wall
The high degree of stickiness provided by the Apple ecosystem not only reflects this trend in hardware sales, but may also be a big warning sign for related company brands. The Financial Times even pointed out, For example, in the message string of iMessage, it is easy to find that the device using the Android system is used, and it may even cause the effect of being excluded due to the worsening of the experience. (See more: No moral ethics! Google again Accusing Apple of not adopting the RCS communication standard)
At this stage, the main focus of government agencies such as the European Union seems to be mainly on the unified use of USB-C and other devices. Although for the App Store and default applications, etc., In fact, relevant units have also carried out relevant publicity and even further standardized formation. However, for brands, creating a better experience and improving stickiness should still fall within the scope of normal competition? We can only say how to avoid being too strong. Issues or trends that lead to generational gaps in market share may be the direction that government agencies and brands need to think about in the future.
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