FALL 2020 SURVEY

Taking Stock With Teens®

Piper Sandler completes 40th semi-annual Generation Z survey of more than 9,800 U.S. teens 

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Kelly McGarvey
Piper Sandler & Co.
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This fall marks 20 consecutive years of conducting primary research on the U.S. teens on a bi-annual basis.

FALL 2020 KEY FINDINGS

  • 48% of teens believe the economy is getting worse vs. 47% in Spring & 32% last Fall
  • Teen “self-reported” spending at an all-time survey low of $2,150, down 5% sequentially & 9% Y/Y
  • Cosmetics spending for females down 20% Y/Y; skincare for females down 3%; skincare for males up 12%
  • Secondhand represents 8% of shopping time allocation, taking share from off-price, specialty & dept. stores
  • Chick-fil-A is No. 1 restaurant; Chipotle posted steady brand gains while Dunkin’ moved up to No. 4
  • 18% of teens consume plant-based meat with Impossible Foods as the No. 1 choice
  • Video games is 10% of total teen wallet share—new survey high; 63% expect to purchase a NextGen console
  • Teens spend 34% of their daily video consumption on Netflix (gained share) followed by YouTube
  • 54% cite Amazon as their No. 1 favorite e-com site; SHEIN took No. 2 spot for first time (ahead of Nike)
  • Ulta remains No. 1 beauty destination with 42% share (+400 bps Y/Y); Target gained share; Amazon stays top-five
  • Louis Vuitton unseats Michael Kors for No. 1 spot as preferred handbag; Coach gained share
  • 86% of teens own an iPhone and 89% expect an iPhone to be their next phone, both all-time survey highs
  • Snapchat is the favorite social media platform; Instagram fell from No. 2 to No. 3 as TikTok moved up to No. 2
  • Top-of-mind social/political issues include: Racial Equality/Black Lives Matter, Environment & 2020 Election
  • Teens’ favorite celebrity is Kevin Hart and most followed influencer is David Dobrik

ABOUT THE SURVEY

The Piper Sandler Taking Stock With Teens®survey is a semi-annual research project that gathers input from thousands of teens with an average age of 15.8 years. Discretionary spending patterns, fashion trends, technology, and brand and media preferences are assessed through surveying a geographically diverse subset of high schools across the U.S. Since the project began in 2001, Piper Sandler has surveyed over 194,800 teens and collected over 48.2 million data points on teen spending.