Beats Acquisition Boosting Apple's 'Coolness' Factor Among Young Consumers

Discussion in ' News Discussion' started by MacRumors, Jun 3, 2014.

  1. macrumors bot


    Apr 12, 2001

    Last week, Apple confirmed its plans to acquire Beats Electronics and Beats Music in a $3 billion deal that would bring a successful headphone business and a fledgling streaming music service under Apple's umbrella. While many have pointed to Jimmy Iovine as the acquisition target, Apple may also be using the deal to boost its "coolness" factor among younger users, as suggested in a survey by education technology company Chegg (via Re/code).

    Chegg asked 10,000 students about their experience with Beats and their knowledge of the Apple-Beats merger. While most of the students surveyed were familiar with the Beats brand, only 15 percent had purchased Beats products and a mere three percent had subscribed to the Beats Music service. More than half of the students (60 percent) were aware of the deal with one quarter claiming the deal will make Apple more "cool" and fifty percent believing the acquisition will increase Apple's popularity among students.
    Beats is often criticized as being a bass-heavy fashion accessory and not a true audiophile product, but sales figures reveal that the typically younger consumers who buy Beats are more interested in appearance than audio quality. According to marketing research company NPD, Beats accounts for 27 percent of the $1.8 billion headphone market and more than half (57 percent) of the premium market for headphones with a starting price tag of $100 or more.

    Article Link: Beats Acquisition Boosting Apple's 'Coolness' Factor Among Young Consumers
  2. macrumors 68020


    Aug 15, 2011
    Must have been high-school students!
  3. macrumors member

    Sep 24, 2012
    No one on this site cares about Beats, MacRumors.

    Give it up.
  4. macrumors 65816

    Feb 4, 2011
    I think this says all you need to know about Apple's space in the marketplace these days.
  5. macrumors 68000


    Mar 7, 2012
    fashion statement is more important than quality, this is sometimes true with teenagers who uses iphone or mac because its cool. the difference is apple products is superior then any out there :p
  6. macrumors 68040


    Jun 2, 2011
    Salt Lake City, UT
  7. macrumors 6502a

    Jun 13, 2011
    Well, only the 15% of them who actually bought those dreaded things, the others are used merely for their favourable opinion.
  8. macrumors 68030


    Oct 9, 2008
    In my world.
    Even Mac OSX is getting a kid tastic makeover!
  9. macrumors newbie

    Dec 26, 2012
    If Apple just changed their name to Beats altogether, their coolness factor would be off the charts!
  10. macrumors 6502a

    Dec 19, 2011
  11. macrumors 68020

    May 23, 2011
    To each his own, I would never buy beats but I can't deny their success.

    The article does bring a good point, people spend most on music purchases / subscription when they are in their teens to twenties, so if Beats is doing well with that age group, why not?
  12. macrumors 6502


    Oct 11, 2003
    London / Stockholm / Under your bed
    And severs the loyalty factor on regular Apple fans.

    The iPod and iPhone are already cool, we don't need to impress 12 year old ex-Blackberry users.
  13. macrumors regular

    Feb 16, 2006
  14. macrumors G4

    May 10, 2004
  15. macrumors 6502a

    Sep 22, 2012
    For all the people are rolling their eyes at this, it's actually important... When BB was king, every teenager wanted one because they all used BBM. Regardless of how stupid or irrelevant people think Beats is, if the 'cool' factor sticks you can bet that'll translate to teenagers whining to their parents about wanting a new iPhone which will equal sales.

    If someone refuses to buy Apple just because they bought Beats then they weren't very loyal to begin with.
  16. macrumors 65816

    Feb 4, 2011
    Funny thing is, a lot of people who I speak to (and my own personal experience) is that Bose is exactly like Beats in the audio world - overpriced and purchased by name, not actual quality.
  17. macrumors 68000


    Nov 2, 2011
    The Netherlands
  18. macrumors 68020

    Nov 4, 2008
    I’m after some Sennheiser Momentums.
    When I buy, I tend to make a shortlist with my eyes first and see if I can find something on it that meets my specs.
    I saw the Momentums and knew that if they sounded good they were mine.

    I don’t like the look of a single pair of Beats that I’ve seen but I won’t slate others for their purchases.
  19. macrumors 6502a

    May 22, 2012
    I went for the Senheiser HD 380 PRO myself...
  20. macrumors 603


    Aug 2, 2002
    Cork, Ireland.
    Looking at the responses on this, and other Beats threads, it might be easy to see why Apple bought Beats.

    It seems the typical Macrumors poster / Mac user really isn't a Beats user/fan. And Apple always wants new users.
  21. macrumors 68000


    Nov 2, 2011
    The Netherlands
    But Kids do grow up and products evolve, that's a fact of life! Patience my friend...
  22. macrumors 6502a

    Apr 12, 2012
    You can say these customers are shallow or naive, but if anything this is good for Apple.
  23. macrumors 603


    Apr 11, 2005
    One mile up and soaring
    Apple needed Beats to boost coolness?

    moo. cattle.

    Let's see Apple makes iPhones, iPads and MacBooks that you see just about everywhere, including in the hands on many many young people. Great design. Stylish. And stuff that works, fairly well at least.

    And Beats makes headphones that look somewhat cool and according to every review I have read underperform for the price point. Look up headphone reviews and you can get better equipment for the same price, or the same or better performance for less in other brands. Beats are not know for superior audio quality.
  24. macrumors 6502a

    Jul 3, 2012
  25. macrumors 68000


    Nov 2, 2011
    The Netherlands
    My ears are gently messaged by the HD 650 Pro ;)

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