Taking stock with teens - fall 2015

A collaborative consumer insights project

Since the survey’s inception 15 years ago, Piper Jaffray has surveyed approximately 125,000 teens and collected nearly 34 million data points on teen spending in fashion, beauty and personal care, digital media, food, gaming and entertainment. 

description here


Taking Stock With Teens – In the News

Key findings from the survey in fashion, beauty and personal care, digital media, food, gaming and entertainment include the following:

  • While overall teen spending is down from the spring survey, spending on fashion is up among upper-income teens.
  • Denim brands are inflecting positively for the first fall since 2010 and the category is up substantially from last year. However, this is not coming at a cost to athletic brands —rather, we are seeing a declining rate in fast fashion retailers as a percentage of overall upper-income females.
  • In athletic brands, there is a clear divergence between performance athletic and peripheral athletic brands. Nike and comparable brands are strengthening in view of their mindshare dominance and authenticity.
  • Accessories spending among females decelerated 4% year-over-year, in addition to a decline in the intention to purchase handbags.
  • Within cosmetics, there is a trend of de-concentration of brands, where mega brands are ceding share to smaller, independent brands. Central to this shift is the rise of individuality over conforming to a crowd.
  • Specialty stores are replacing broader merchandise/department stores among affluent females by consuming 33% of their shopping time—a 5% increase over last year.
  • Amazon increased mindshare to 38% of the overall votes as a preferred website. Furthermore, Amazon Prime membership expanded 400 basis points versus just six months ago.
  • Teens are spending more time on Netflix and YouTube as opposed to traditional TV; the amount of time they spend on these websites combined equates to 59% versus traditional TV at 29%.
  • The most anticipated movies this year among teens are: 1) Hunger Games: Mockingjay – Part 2; 2) Star Wars: The Force Awakens; and 3) Divergent: Allegiant – Part 1.
  • In music, broadcast radio continues to cede share to streaming, and Spotify is gaining on Pandora.
  • 73% of participants anticipate buying a next-generation gaming console or already own one, which is up 6% over last year—a faster uptake over previous cycles.

About the Survey

The Taking Stock With Teens survey is a semi-annual research project comprised of gathering input from approximately 9,400 teens with an average age of 16 years. Teen spending patterns, fashion trends, and brand and media preferences were assessed through visits to a geographically diverse subset of high schools across the United States.