IPhone - Music Services Usage Stats
After exhaustive research, we have confirmed that there are no preexisting reports on how many people in Gen Z own an iPhone 6s+ or newer or how many of them have the Spotify music app on their phone. This is because most of the preexisting data is for users of all age groups and genders. Instead, using data on the population demographics of the United States and some of the more general data about iPhone usage and ownership, we were able to estimate that 25.11 million Gen Z (aged 12-24) own iPhone 6s+ or newer and that 6.685 million iPhone users have installed the Spotify music app on their phones. Additionally, 19% of Gen Z in the U.S. have paid subscriptions for Apple Music and 17% of Gen Z in the U.S. have paid subscriptions for Spotify.
NUMBER OF GEN Z IPHONE USERS
Generation Z is becoming known as the iGen. It is the first generation to grow up without the knowledge of a time before the internet and have Instagram accounts before high school. It is still not clear the long term effects this will have on Gen Z. Nor have preexisting reports conducted on how many members of Gen Z actually have an iPhone and how they use it. However, using data about the U.S.’s population demographics and data that has been collected about iPhone ownership and usage for all ages, we are able to estimate that 25.11 million members of Gen Z own iPhones 6s+ or newer. We discuss how we reached this estimation below.
There are 55.8 million people between the ages of 12-24 in the United States. In 2017 a survey of 5000 teenagers was conducted and it was found that approximately 75% of American teens owned an iPhone. The Consumers Intelligence Research Partners (CIRP) conducted its own analysis on iPhone ownership for all age groups and found that 24% of iPhone 7 users and 36% of iPhone 6s users own an iPhone 6s+ or newer as of March 2017.
Given this information, we assumed that, since 75% of the 5000 teenagers surveyed owning an iPhone, this trend would be similar with the greater Gen Z populace. So, we took 75% of 55.8 million to find the number of iPhone owners in Gen Z
(.75)(55.8 Million) = 41.85 Million
So, 41.85 million people in Gen Z own iPhones.
We also assumed that Gen Z iPhone ownership would display a similar pattern in iPhone ownership as the general populace. Since 60% (24% of iPhone 7 users and 36% of iPhone 6s users) owned an iPhone 6s+ or newer in March 2017, we assumed that 60% of Gen Z also owned an iPhone 6s+ or newer. Thus:
(.60)(41.85 million) = 25.11 million.
Therefore, 25.11 million Gen Z own an iPhone 6s+ or newer.
THE SPOTIFY APP
While Apple Music dominates the music streaming service with 41 million smartphone users in the United States, Verto Analytics released a report that 19.1 million people in the United States use the Spotify app on their smartphones in 2017. Verto Analytics is a market research company that focuses on the digital consumer. Additionally, only 17% of Gen Z pays for a Spotify subscription while 19% of Gen Z pays for an Apple Music subscription. Given this information, we estimate that 6.685 million iPhone users have installed the Spotify music app on their phones. We discuss how we reached this estimation below.
In 2017, the Kantar Worldpanel ComTech, a global expert in telecommunications, reported that Apple owns 35% of the U.S. smartphone market. Given that 19.1 million people use the Spotify app on their smartphones, we assumed that the distribution of iPhones would be similar to the distribution of smartphone Spotify users in the United States. So, we took 35% of 19.1 million users to find the total number of people who have or installed the Spotify app. Thus,
(.35)(19.1 million) = 6.685 million
Approximately 6.685 million iPhone users have or installed the Spotify app.
We could not find a preexisting report on an age and gender breakdown of the 6.685 million users and we could not find verifiable data to use to make a reasonable estimation. However, we found the following breakdown of Spotify usage, based on age:
21% of people aged 18 - 29 use Spotify several times a day.
15% of people aged 30- 44 use Spotify several times a day.
5% of people aged 45 - 54 use Spotify several times a day.
4% of people aged 65+ use Spotify several times a day.
We also found the following breakdown of Spotify usage, based on gender:
40% of males use Spotify
26% of females use Spotify.