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Survey: Apple brands dominate youth market


New York City -- Apple brands dominate the youth market, and account for the top rankings in computers, tablets and mobile phones, according to the 2012 Harris Poll Youth EquiTrend study by Harris Interactive. The annual study tracks the brands that Americans aged 13 to 24 prefer. It estimates that

With young Americans expected to spend $211 billion in 2012, knowing which brands they favor will help corporate America prepare for the upcoming holiday season, according to the survey.

"Youth of today have spending power and they also have loyalty to brands," said Regina A. Corso, senior VP for youth and education research at Harris Interactive. “Brands who tap into this loyalty when a consumer is a tween, and nurture it through the teen years, will have an extremely loyal customer by the time the customer is a young adult. Companies need to remember that consumers do not magically appear at age 18."

Apple brands are ranked highest among Americans, ages 13-24, in their respective categories. Apple Computers, iPads, and iPhones are the highest ranked computers, tablets, and mobile phones brands, and are followed by Hewlett Packard, Motorola Xoom, and HTC, correspondingly.

While young American have varied interests, certain comfort foods, like cookies and candy, are timeless. For example: Oreo Cookies and Hershey's Milk Chocolate Candy Bars are each highest ranked in their respective categories, and sweet treat and cookie brands receive some of the highest equity scores among those surveyed.

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