Apple is beating Samsung soundly when it comes to winning the hearts of the next generation.
Beverly, MA (PRWEB) December 20, 2013
The stakes couldn’t be higher for Samsung and Apple in the smartphone wars. Both companies have put a premium on positioning themselves as cool and youthful. Samsung has assiduously battled first-mover Apple to win the coolness factor.
New research by FashionPlaytes shows that Samsung has yet to convince the next generation of girls, who overwhelmingly say the iPhone is cooler than the Samsung Galaxy. FashionPlaytes polled 972 girls in the U.S. between December 6 and 18, 2013 ranging in age from 6 to 13 years old. About 3 in 4 (74%) choose iPhone and only a quarter (26%) choose Samsung Galaxy when asked “Which one is cooler?”
“While Samsung’s advertising has positioned the brand as youthful, making light of hipster iPhone aficionados and featuring NBA superstar LeBron James, Apple is beating Samsung soundly when it comes to winning the hearts of the next generation.” said Dana Stanley, FashionPlaytes’ Vice President of Research.
The poll also provided data on cell phone usage among the next generation of girls. About 2 in 5 (39%) of the girls said they have their own cell phone. Of those who don’t have their own cell phone, fully 86% say they sometimes use a parent’s, sibling’s or friend’s cell phone. So overall, 92% have access to a cell phone.
About half (53%) of those with access indicate their device is a smartphone. Forty-two percent say their phone is not a smartphone. Only 5% say “What’s a smartphone?”
FashionPlaytes asked the 92% who have access to a phone, “What's the #1 way you chat with friends?” Texting was the most popular choice at 43%, followed by calling at 20%. The next most popular options were FaceTime (11%), Kik (5%), Skype (5%) and Snapchat (3%).
About FPgirl Market Insights:
FPgirl Market Insights pulls information from FPgirl’s 1,000,000+ member fashion design community, where girls regularly post information, interact with each other and provide unique input via the site’s polls. The program is designed to provide previously unavailable information on everything from what girls wear, how and where they shop, and how they like to be entertained. Insights uncovered through the FPgirl Market Insights program gives brands a unique and unfiltered glimpse into what makes these digital natives tick.
Subscribe to the Market Insights Program at http://www.fashionplaytes.com/mp/insights. For more details or to ask about partnership opportunities, please contact insights(at)fashionplaytes(dot)com.
About FashionPlaytes and FPgirl:
FashionPlaytes is the creator of FPgirl.com, the go-to destination for Gen Z girls who want their voices to be heard. These bright, talented and engaged consumers have demanded a girl-driven online space where they can talk about everything from technology and brands, to fashion, celebrity, and everything in between. The safe and parent-approved FPgirl community delivers content and commerce to nearly one million tweens who love sharing their insights about what it's like to be a girl in today's world. Learn more at http://www.fpgirl.com.