Teens Throw It Back to the ‘90s with Their Stan Smiths; Spending Shifting to Starbucks, Video Games and Amazon
11 April 2017 - 4:58AM
Business Wire
Piper Jaffray Companies (NYSE: PJC), a leading investment bank
and asset management firm, completed its 33rd semi-annual Taking
Stock With Teens research survey, which highlights spending trends
and brand preferences amongst 5,500 teens across 43 U.S.
states.
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View the full release here:
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Taking Stock With Teens, Spring 2017
Infographic (Graphic: Piper Jaffray)
For an infographic and more information regarding the most
recent survey, visit piperjaffray.com/teens.
Since the project began in 2001, Piper Jaffray has surveyed more
than 150,000 teens and collected over 38 million data points on
teen spending in fashion, beauty and personal care, digital media,
food, gaming and entertainment.
“While the overall spending environment has been challenging, we
are seeing teen spending continue to shift more toward
experiences—eating out, video games and leisure,” said Erinn
Murphy, Piper Jaffray senior research analyst. “Share of fashion
spending has moderated but we continue to see undisputed strength
in athletic—Nike remains the No. 1 preferred brand and Adidas was
the fastest-growing brand in our survey.”
Spring 2017 Key Findings
Spending & Shopping Behavior
- Overall teen spending decreased 2.4%
year-over-year.
- Parent contribution to teen spend is at
63%, down from the survey’s 68% average.
- Food is the most important category
within a teen’s wallet at 24% of spend, eclipsing clothing at
19%.
- Fashion share of wallet moved down from
38% to 36%.
- Teens’ favorite website is Amazon at
43% share—up 200 basis points year-over-year.
- For console video games, the percent of
teens who plan to digitally download >50% of games increased to
45% for spring 2017 from 37% in fall 2015.
Brand Preferences
- Starbucks is the only public brand to
maintain double-digit share across all teenagers; it tied this
survey cycle with Chick-fil-A at 12% preference.
- Athletic is seeing no slowdown with 41%
of teens citing an athletic brand as their preferred apparel
brand—up from 26% last year.
- Nike is the No. 1 apparel brand at 31%
share—up from 21% last year. Adidas, however, is the fastest
growing brand in our survey across footwear & apparel.
- Fashion brands losing relevance with
teens include Under Armour, Michael Kors, The North Face, Ralph
Lauren and Vineyard Vines.
- 81% of teens expect their next phone to
be an iPhone, which was up from 79% in fall 2016 and, more
importantly, the highest we’ve seen ever in the survey.
- Disney films dominated the most
anticipated movies list with No. 2 “Beauty and the Beast”; No. 3
“Star Wars: The Last Jedi”; and No. 4 “Guardians of the Galaxy Vol.
2” grabbing the top few spots. “Fast 8” is the No. 1 most
anticipated movie.
About the SurveyThe Taking Stock With Teens survey is a
semi-annual research project comprised of gathering input from
approximately 5,500 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.
About Piper JaffrayPiper Jaffray Companies (NYSE: PJC) is
a leading investment bank and asset management firm. Securities
brokerage and investment banking services are offered in the U.S.
through Piper Jaffray & Co., member SIPC and FINRA; in Europe
through Piper Jaffray Ltd. and Simmons & Company International
Limited, authorized and regulated by the U.K. Financial Conduct
Authority; and in Hong Kong through Piper Jaffray Hong Kong
Limited, authorized and regulated by the Securities and Futures
Commission. Asset management products and services are offered
through five separate investment advisory affiliates―U.S.
Securities and Exchange Commission (SEC) registered Advisory
Research, Inc.; Piper Jaffray Investment Management LLC, PJC
Capital Partners LLC and Piper Jaffray & Co.; and
Guernsey-based Parallel General Partners Limited, authorized and
regulated by the Guernsey Financial Services Commission.
Follow Piper Jaffray: LinkedIn | Facebook | Twitter
© 2017 Piper Jaffray Companies, 800 Nicollet Mall, Suite 1000,
Minneapolis, Minnesota 55402-7036
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version on businesswire.com: http://www.businesswire.com/news/home/20170410006103/en/
Piper Jaffray CompaniesPamela Steensland,
612-303-8185analystmediarelations@pjc.com
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