Piper Jaffray Completes 27th Semi-Annual Taking Stock With Teens Market Research Project
“Over the 13-year history of our survey, we have observed notable
changes in the brands teens aspire to own and wear, the influences that
direct what they buy, and how teens are consuming, interacting with and
sharing the brands they love,” said
Key findings from the survey in fashion, beauty and personal care, restaurants, digital media, gaming, and wireless communication include the following:
- Teen males indicated they were spending more, up 4% from Fall 2013, which has historically signaled inflection in broader spending
- For the first time in our survey history, food exceeded clothing as a percentage of the teen wallet. Electronics also gained in share, while furniture and fashion ceded modest share.
- Declines in the fashion category were most severe in accessories– down double-digits for a second cycle in a row
Top clothing brands (continued to) include
Nike, Action Sports, Forever 21, American Eagle, Polo Ralph Lauren and Hollister
17% of teens expressed interest in an
AppleiWatch, up 12% from Fall 2013, which we believe is an indication of consumer appetite
Instagram ranked as the most important social network,
exceeding Twitter and
At home, cable subscriptions are becoming less essential for teens,
while online streaming is more critical. Out of home,
IMAXcontinues growing share among teens.
- Music/radio listenership has grown for Pandora and local radio, largely at the cost of MP3s and CDs.
- 85% of teen gamers play mobile games
About the Survey
The Taking Stock With Teens survey is a semi-annual research project comprised of gathering input from approximately 7,500 teens with an average age of 16.4 years. Teen spending patterns, fashion trends, and brand and media preferences were assessed through visits to a geographically diverse subset of high schools across 12 states, 14 schools and 18 classrooms, as well as an online survey that included 48 states. The survey is conducted in partnership with DECA, an international association of high school students. The spring survey was conducted from
Piper Jaffray & Co.
Pamela Steensland, 612-303-8184