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 , co-director of investment research and senior research analyst at . The universal truths about teens remain the samethey continue to seek peer affirmation, their spending is almost entirely discretionary, and they are early adopters of change. Whats different about this generation of teens versus prior is that they are non-conformists, they seek experiences over products, and they align with brands that are practical yet cool.
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
Apple iWatch, 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
Facebook for the first time in survey history -
At home, cable subscriptions are becoming less essential for teens,
while online streaming is more critical. Out of home,
IMAX continues 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
For an infographic and more information regarding the survey, please visit .
About the Survey
The 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 ,
an international association of high school students. The spring survey
was conducted from
About
(NYSE: PJC) is an investment bank and asset
management firm headquartered in
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穢 2014
Source:
Piper Jaffray & Co.
Pamela Steensland, 612-303-8184
pamela.k.steensland@pjc.com