Teens Are "Snapping" up Denim, Sneakers and Beauty, According to Survey of 10,000 Teens
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Taking Stock With Teens, Fall 2016 Infographic (Source:
For an infographic and more information regarding the fall survey, please visit piperjaffray.com/teens.
Since the project began in 2001,
“While total spending among the teen demographic appears to be down
slightly versus last year, we are encouraged that the upper-income
teenagers in our survey are indicating more optimism and positive
spending trends. This increase in spending among upper-income teens
seems to be largely broad-based across fashion and beauty,” said
Fall 2016 Key Findings
Fashion and Beauty:
- While overall teen spending is down compared to fall 2015, spending trends are encouraging among upper-income teens where total spending is indicated up 2.5% year-over-year. Historically, we’ve observed that results from our upper-income survey set tend to lead overall spending.
- Denim brands saw an uptick to 19% aggregated mindshare and showed up as a top trend among upper-income females for the second consecutive survey in a row.
Among upper-income teens, fashion athletic apparel is still on the
rise with a new high of 35% share achieved with
Nike, adidas and Under Armourgaining share.
- The beauty category’s wallet share among upper-income females reached 11%―the highest value seen in our survey history. Specialty store formats continue to outpace legacy channels for beauty.
Restaurants represented 23% of overall spending for upper-income
teens; teens are choosing limited-service concepts at nearly 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 check ranging from
$5 to $17.
Amazon Prime adoption has grown across all income brackets in each of
the past six surveys, most recently indicating Amazon Prime exists in
58% of households of the teens surveyed. This survey, along with other
Piper Jaffrayconsumer surveys, suggests that there are 63-66 million Prime households in the U.S.
For the first time in our survey,
YouTubeoutpaced cable TV when teens respond to how they spend their time.
- The only two categories that exceed male teen spending on video games (12%) are food (20%) and clothing (16%). Video game spending among males remains above survey history averages.
- The most anticipated movies this year among teens are: 1) Fast 8; 2) Rogue One: A Star Wars Story takes the second seat; and 3) Beauty and the Beast. Overall Disney Studios’ mindshare among teens is on the rise.
About the Survey
The Taking Stock With Teens survey is a semi-annual research project comprised of gathering input from approximately 10,000 teens with an average age of 16.0 years. Teen spending patterns, fashion trends, and brand and media preferences were assessed through surveying a geographically diverse subset of high schools across the U.S.
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Pamela Steensland, 612-303-8185