Piper Jaffray Completes Semi-Annual Generation Z Survey of More Than 6,000 U.S. Teens
- Overall teen spending up 6% from fall and up 2% from a year ago.
- Food, beauty and video games continue to dominate teen wallet.
- Athletic cycle above historic average but streetwear cycle accelerates.
- Teens opt for Snapchat and Instagram as
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Piper Jaffray Taking Stock With
For an infographic, podcasts and more information regarding the most recent survey, visit piperjaffray.com/teens.
“Our spring survey has shown an uptick in teen spending, which we believe mirrors the economic expansion we are experiencing broadly. Within a teen’s wallet, food is the top priority but video games (for males) and beauty (for females) are gaining share,” said
Spring 2018 Key Findings
Spending & Shopping Behavior
- Food reaccelerates as teens’
No. 1spending category, returning to its 24% peak.
- Male spending on video games reaches a new peak at 13%, closing in on fashion.
- Beauty spending hit a new high for females at
$368per year led by skincare, up 18% year-over-year.
- Department stores and legacy channels continue to shed share as online hits new highs.
- Streetwear has seen the largest incremental gains led by Vans (
No. 1footwear brand) and Supreme (No. 7 apparel brand); 1990s revival underway with Champion and Tommy Hilfiger. Nikemindshare declines; adidas is firmly No. 3 brand (14% share footwear, 6% apparel). Ralph Laurenmoves out of top-10 brand list for males, formerly a top-10 brand since 2002.
- Intent to buy iPhone reaches a new high – 84% of Gen-Z will choose the iPhone next (compared to 82% last fall).
eBaymindshare declined to its lowest level recorded at 1.8%, compared to 3% in fall 2017.
The Piper Jaffray Taking Stock With Teens® survey is a semi-annual research project that gathers input from approximately 6,000 teens with an average age of 16.4 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,
* Source: Fung Global Retail & Technology
Piper Jaffray Companies
Pamela Steensland, 612-303-8185