YPulse’s Tech / Device Usage report shows 80% of Gen Z and Millennials own a smartphone, but 30% say they plan to buy one in the coming year, which means that some will be buying an updated version of the one they already own. But prices of new tech today are higher than ever, and though many young consumers consider brands like Apple to be luxury brands, owning their products can feel like a necessity. And having the latest, most upgraded device their brand of choice has to offer is something most young people want: our data shows that 60% agree they always want the newest device. However, that doesn’t necessarily mean that’s the one they will actually purchase. In fact, they’re more likely to say they wait on products for a price drop, because they know it’s just as good. YPulse data has shown that price is a driving factor behind so many of Gen Z and Millennials’ purchases, and tech is no exception—but it seems unavoidable, given...
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