Half-eaten apples anyone?
Friday, November 28th, 2008 | Advertising, Marketing
One of our lads here at Fresh (Chris Raine) punched out this story recently that I thought I’d share with you all. Interesting read and concept.
I own a MacBook and an iPod (onto my third in fact). The daily reality for me is that I spend about three times as much time with these products than I do with any one person (ow - those words were hard to type). However, recent studies by Piper Jaffray have confirmed that apparently I am not alone.
It seems that today, Gen Y has become hopelessly addicted to Apple.
Two years ago I was fortunate enough to attend a lecture given by world-renowned designer Ken Cato. One thing that really stuck with me from the lecture was his opening question.
‘Who here wants an iPhone? (This was 18 months before the marketing campaign had even reachedAustralian shores)
At least half the room raised their hands.
‘Who here has ever seen an iPhone?’ Everyone in the room (including my embarrassed self) put their
hands down.
It seems that we Gen Y have a seemingly blind faith in anything with a half eaten apple on it. Confirming this, the annual Piper-Jaffray survey of teenage (American) buying patterns and preference only confirmed this response. 22% of all students surveyed expect to buy an iPhone in the next 6 months, up from 9% in Spring 2008. And it’s not just the medium, but also the content. Of the 40% of students who legally purchase music online, 93% said they use iTunes.
So I guess the question that needs to be asked is… ‘Who needs an iLife?’
Adam Penberthy - Fresh
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