It may be the $350 starting price tag
Fairly or not, teenagers are often seen as arbiters of taste in the tech sector. So it might be a little disconcerting for Apple that they’re expressing little interest in the company’s upcoming Apple Watch, according to a new survey by an investment bank.
The Piper Jaffray survey of 7,200 teens, conducted in person and online across 41 states, aims to find out about teens’ consumption habits and technological preferences. While Apple’s iPhone was popular among the teens surveyed—two-thirds said they had one—just 16% said they were interested in buying an Apple Watch, according to Re/Code. Currently just 7% of the teens surveyed own a smartwatch, numbers that reflect their slow adoption across the board. The Apple Watch’s price tag, which starts at $350, could be one factor muting teens’ interest.
There is some good news for Apple in the survey as well. 54% of teens said they own an iPad, compared to 16% with an Android tablet and 6% with a Kindle Fire. Beats by Dre headphones, a part of the Beats Electronics company that Apple is buying for $3 billion, are also growing in popularity among young people.
Overall, kids prefer to splurge on many things besides electronics. Teens surveyed spend 21% of their money on clothes, 9% on their cars and 8% on shoes, compared to 7% on gadgets.