SPRING 2019 SURVEY

Taking Stock With Teens®

Piper Jaffray completes 37th semi-annual Generation Z survey of 8,000 U.S. teens 

Media Contact
Kelly McGarvey
Piper Jaffray & Co.
Tel: 612 303-6723
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Spring 2019 Key Findings

Overall Spending Behavior
  • Teens claim they spend ~$2,600/yr (+1% Y/Y; +6% vs. Fall)
  • Food is the No. 1 priority for males in terms of wallet share & No. 2 for females; Chick-fil-A is the No. 1 restaurant for 3 surveys
  • Footwear is gaining in wallet share for female teens while fashion accessories hits new survey lows
  • Video games is one of the most notable share gainers in the survey at 14% of teen male spending vs. 11% multi-year average
Brand Preferences
  • Athletic brands dominate teen preferences with Nike & Vans as top 2 footwear brands; lululemon hits all-time survey high
  • Streetwear-brand Supreme fades; Off-White & European luxury brands gain; “preppy” (Polo, Sperry, Vineyard Vines) loses share
  • Tarte is the No. 1 cosmetics brand, Neutrogena is the No. 1 skincare brand; 80% of teens say they get their beauty tips from influencers
  • 83% of teens own an iPhone (up slightly vs. LY) whereas 86% of teens expect an iPhone to be their next phone
  • Favorite social platform is Snapchat but Instagram is cited as the most used; Facebook engagement flattens

About the Survey

The Piper Jaffray Taking Stock With Teens® survey is a semi-annual research project that gathers input from thousands of teens with an average age of 16.3 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, Piper Jaffray has surveyed over 170,000 teens and collected over 44 million data points on teen spending.