Lee Smith, president and COO of InsightExpress, says "Students are more educated not only in terms of what devices they want to own, but also which brands. Teenagers hold a tremendous amount of influence when it comes to the devices they select, and savvy manufacturers will recognize the opportunity this audience represents."
Devices most wanted by teens include MP3 players, cell phones, and digital (still and video) cameras. While students plan to pay for only 30% of electronics purchases themselves, teenagers say they still wield more buying influence than their parents. According to the survey, teens decide which brands to purchase for the following:
Device | Student Decides | Student & Parents Decides | Parents Decides |
MP3 | 56% | 24% | 14% |
Digital Camera | 39% | 26% | 27% |
Digital Video Camera | 36% | 31% | 22% |
Cell Phone | 35% | 34% | 22% |
Computer | 30% | 27% | 34% |
When it comes to learning about new high tech devices, students turn to friends first, and are notoriously key adopters of emerging technologies.
How US Students Learn About Home Electronics (% of resoundents)