More Denim, Beauty and Video Games; Less Time in Broadcast Media, According to Survey of 6,500 Teens
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Taking Stock With Teens, Spring 2016 Infographic (Source:
Since the project began in the spring of 2001,
“While total spending among the teen demographic appears to be down
versus last year, we are encouraged that overall teen employment appears
to be on the rise; 39% of teens indicate they hold a part-time job,
which is up 400 basis points over last year’s levels. As they take more
control over their discretionary spending, we believe it is critically
important to watch for category shifts and brand preferences,” said
Spring 2016 Key Findings
Fashion and Beauty:
- While overall teen spending is down compared to spring 2015, the percentage of wallet spend on key fashion categories―clothing, accessories, and footwear―is up to 38% versus 36% a year ago among upper-income teens.
- Denim brands saw an uptick to 14% aggregated mindshare and showed up as a top trend among upper-income females for the first time since fall 2013.
Among women, fashion athletic apparel is still on the rise with a new
high of 17% share achieved and
Nikegaining share. Within men’s apparel, Nikeresults were more mixed across income demographics. Adidaswas a positive standout in the athletic footwear and clothing category.
- The beauty category’s wallet share among upper-income females reached 10%―the highest value in 10 years. Specialty store formats continue to outpace legacy channels for beauty.
Restaurants represented 22% of overall spending for upper-income
teens; teens overall are choosing limited-service concepts at a 50%
greater rate than full-service concepts. With that, teens consider the
overall value equation versus price-alone when choosing preferred
dining destinations with the average range in check size from
Amazon Prime adoption has increased across all income brackets in each
of the past five surveys with this survey indicating Amazon Prime
exists in 51% of households of the teens in our survey. This survey,
along with other previous
Piper Jaffrayconsumer surveys, suggests that there are 57-61 million Prime households in the U.S.
- The only two categories that exceed male teen spending on video games (13%) are food (20%) and clothing (15%). Video game spending among males is at an all-time high for our survey.
Teens are spending more time on
Netflixand YouTubeas opposed to traditional TV. The amount of time they spend on these websites combined equates to 66% versus traditional TV at 26%.
- The most anticipated movies this year among teens are: 1) Finding Dory (sequel to Finding Nemo); 2) Captain America: Civil War takes the second seat; and 3) Batman v Superman: Dawn of Justice.
For an infographic and more information regarding the fall survey, please visit www.piperjaffray.com/teens.
About the Survey
The Taking Stock With Teens survey is a semi-annual research project comprised of gathering input from approximately 6,500 teens with an average age of 16.5 years. Teen spending patterns, fashion trends, and brand and media preferences were assessed through surveying a geographically diverse subset of high schools across
Piper Jaffray Companies
Pamela Steensland, 612-303-8185