Why Palm's Pixi Might Be The Perfect Price Point For Youth
- September 10th, 2009
- 10 Comments
Yesterday, we linked to a USA Today story about Palm’s new smartphone, the Pixi, which they intend to market to teens/youth. With the constant news about youth oriented iPhone apps or the mobile versions of MySpace and Facebook, you might assume that most teens and college students already own smartphones….Not so. According to research from Ypulse Insights (yep, that’s the new research side of the Ypulse house), only slightly more than one in three (39 percent) teens and college students have mobile phones that allow them to download apps with only little more than one quarter (26%) who have unlimited data or Internet plans. This means…we’re still not quite there yet when it comes to U.S. youth and mass adoption of the mobile web, despite the ubiquity of slick smartphone advertising from Apple, RIM and Palm.
What phones are the majority of teens and college students using? LGs, Samsungs and Motorolas. Only 8 percent of our sample owned an iPhone, with the other 8 percent owning a Blackberry (speaks to the competitiveness of RIM and the appeal/familiarity with texting using a keypad vs. touchscreen in this market). The main barrier keeping this crowd (and really their parents) from purchasing smartphones? Price of course, with the recession only exacerbating the issue. Palm setting the price of the Pixi under $100 ($99) might finally bring us to the tipping point where teens awareness/desire for smartphones turns into actual adoption. [Palm has not officially announced the price of the Pixi, but an analyst interviewed in the USA Today article said he expects it to retail for $99 with a two-year contract.]
What do you think? Will the Pixi price point mark a turning point for youth smartphone adoption? Or will it take an even lower priced iPhone or Blackberry to sway American teens and college students….
P.S. We will be making some big announcements next week about Ypulse Insights and our new line of syndicated research. BUT you can actually check out what we’re offering right now (including the report with the mobile stats I shared in this post and more) on Ypulse Research.
For more coverage of the latest trends and developments in mobile technology for youth, check out the Ypulse Mobile Channel. Want to sponsor our Mobile Channel (hint: your company and link will go here and reach almost 5K daily newsletter subscribers)? Contact Dan Coates at Dan at Ypulse.com.