Piper Jaffray Completes Semi-Annual Generation Z Survey of More Than 6,000 U.S. Teens
April 10 2018 - 11:00AM
Business Wire
- Overall teen spending up 6% from
fall and up 2% from a year ago.
- Food, beauty and video games
continue to dominate teen wallet.
- Athletic cycle above historic
average but streetwear cycle accelerates.
- Teens opt for Snapchat and Instagram
as Facebook engagement stabilizes.
Piper Jaffray Companies (NYSE: PJC), a leading investment bank
and asset management firm, completed its 35th semi-annual Taking
Stock With Teens® survey, which highlights discretionary spending
trends and brand preferences amongst 6,000 teens across 40 U.S.
states. Generation Z, which contributes approximately $830 billion
to U.S. retail sales annually*, represents an influential consumer
group where wallet size and allocation provide a proxy for category
interest.
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the full release here:
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Piper Jaffray Taking Stock With Teens
Survey, Spring 2018 (Graphic: Piper Jaffray).
For an infographic, podcasts and more information regarding
the most recent survey, visit
piperjaffray.com/teens.
“Our spring survey has shown an uptick in teen spending, which
we believe mirrors the economic expansion we are experiencing
broadly. Within a teen’s wallet, food is the top priority but video
games (for males) and beauty (for females) are gaining share,” said
Erinn Murphy, Piper Jaffray senior research analyst. “We are seeing
strong signs of a brand cycle led by 1990s and streetwear styles
with adidas, Vans, Supreme and Tommy Hilfiger as the most notable
positive brand movers.”
Spring 2018 Key Findings
Spending & Shopping Behavior
- Food reaccelerates as teens’ No. 1
spending category, returning to its 24% peak.
- Male spending on video games reaches a
new peak at 13%, closing in on fashion.
- Beauty spending hit a new high for
females at $368 per year led by skincare, up 18%
year-over-year.
- Department stores and legacy channels
continue to shed share as online hits new highs.
Brand Preferences
- Streetwear has seen the largest
incremental gains led by Vans (No. 1 footwear brand) and Supreme
(No. 7 apparel brand); 1990s revival underway with Champion and
Tommy Hilfiger.
- Nike mindshare declines; adidas is
firmly No. 3 brand (14% share footwear, 6% apparel).
- Ralph Lauren moves out of top-10 brand
list for males, formerly a top-10 brand since 2002.
- Intent to buy iPhone reaches a new high
– 84% of Gen-Z will choose the iPhone next (compared to 82% last
fall).
- eBay mindshare declined to its lowest
level recorded at 1.8%, compared to 3% in fall 2017.
The Piper Jaffray Taking Stock With Teens® survey is a
semi-annual research project that gathers input from approximately
6,000 teens with an average age of 16.4 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 more than 161,000 teens and
collected over 42 million data points on teen spending.
* Source: Fung Global Retail & Technology
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., 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.
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© 2018 Piper Jaffray Companies, 800 Nicollet Mall, Suite 1000,
Minneapolis, Minnesota 55402-7036
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Piper Jaffray CompaniesPamela Steensland,
612-303-8185analystmediarelations@pjc.com
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