The news: Apple has a strong hold on Gen Z consumers in the US, with 34% of all iPhone owners belonging to this age group compared with only 10% for Samsung, per new data from ad tech platform Attain. The company ranks among Gen Z’s top 20 favorite brands; Samsung does not.
The green/blue divide: Android phones cannot send texts through Apple's iMessage system, so their messages show up in green rather than blue. That seemingly minor move creates social pressure to get an iPhone.
In western Europe, 83% of Apple users under 25 plan to keep using iPhones, while fewer than half of Android users of the same age plan to stick with Android. As Gen Z ages, that will inevitably help Apple grow its market position.
Why it matters: Although Android has sought to address the issue of iMessage exclusivity, Apple understands that it keeps users locked into its products.
Building the ad business: Apple’s continued success with Gen Z can only bode well for its advertising ambitions, giving the company a better understanding of an important demographic that many advertisers are keen to reach.
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