STUDIES: GEN Z, MILLENNIALS, APPLE, SPOTIFY, MORE

On the eve of Cupertino's highly anticipated iPhone event, the site Patently Apple is pointing to a study by marketing shop Fluent that gives Apple Music a lead over Spotify among Gen Z and Millennial users.

According to the study, among paid audio service subscribers, Gen Z (18-24) users preferred Apple Music over Spotify by 19-17%, while Millennials (25-34) took Apple 14% to 9%. Pandora and YouTube Red took third place among Gen Z and Millennials, respectively. Fluent says that the popularity of the iPhone accounts for the tendency of younger users to choose Apple's native services.

However, another study, conducted by The Ambassadors Company's teen marketing whiz Maxine Marcus (and yes, she too is a teen), finds that Spotify is still the main music source for Gen Z at 38% over Apple Music's 28%. SoundCloud took third place with 22% in that study.

Convenience, social elements and exclusive content were cited in the study as key elements in these preferences.

Expect more tidbits about Apple Music at and around the event.