Giuseppe Stuto

The Piper Jaffrey data shows how commanding iPhones are in today’s smartphone landscape for teens. This is in line with our various surveying here at Fam, in which we have approximated over the past year that 75% of US teens use iPhones. In terms of why this may be the case, there are several factors to consider: design, iTunes, network effects, and of course what we believe to be the most important one, iMessage.
 By no means am I commenting on what device is better, more powerful, better looking, or any of that. Simply laying the groundwork for this thesis at large.
 iMessage IS a social platform for teens. It’s currently the center of their immediate, social universe.
 Another thing that is far too often over looked is what iMessage actually is to teens. Given the trend over the past several years with the rise of various messaging apps, e.g. WhatsApp, Messenger, Snapchat, Kik, most people now glance over traditional SMS as being much of a social experience, and understandably so. The only problem is many people consciously / subconsciously view iMessage as synonymous to traditional SMS. I can see why this is the case — after all, iMessage is a pre-installed platform on every single iPhone so obviously it will naturally have a ton of engagement. But it being pre-installed should not be a reason to discount it, especially when taking into account the level of saturation within the Gen-Z demographic and its dynamic user experience to date (relative to traditional SMS). Of course this is more of a subjective premise, however, after first hand observing how teens use iMessage over the past few years it is clear that they treat it as much more than a basic text message delivery service. It’s the center of their mobile social life, whether they themselves realize that or not.