Piper Jaffray Completes Semi-Annual Generation Z Survey of 8,600 U.S. Teens
October 22 2018 - 12:04PM
Business Wire
- Overall teen spending down 5% from
spring and up 1% from a year ago
- Food and video games continue to
dominate teen wallet
- Accessories share of female wallets
reached an all-time low (under 5%)
- Instagram surpasses Snapchat as the
No. 1 most used social media platform as Facebook engagement
declines
Piper Jaffray Companies (NYSE: PJC), a leading investment bank
and asset management firm, completed its 36th semi-annual Taking
Stock With Teens® survey, which highlights discretionary spending
trends and brand preferences amongst 8,600 teens across 48 U.S.
states with an average age of 16. 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.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20181022005679/en/
Piper Jaffray 36th semi-annual Taking
Stock With Teens survey, Fall 2018 (Graphic: Piper Jaffray).
For an infographic, podcasts and more information regarding
the most recent survey, visit
piperjaffray.com/teens.
“Our fall survey showed overall teen spending as flat with the
prior year. That said, teen spending continues to expand in
categories like video games & food. Females now indicate they
spend 3x more on beauty than accessories,” said Erinn Murphy, Piper
Jaffray senior research analyst. “Within fashion, we see a strong
brand cycle emerging led by athletic, streetwear & 1990s brands
ranging from Vans, Supreme, Tommy Hilfiger & Adidas.”
Fall 2018 Key Findings
Spending & Shopping Behavior
- Food continues to be teens’ No. 1
spending category, remaining at its 24% peak
- Chick-fil-A is No. 1 restaurant,
followed by Starbucks
- Male spending on video games reaches a
new peak at 14%
- Most notable brand gainers have been
Vans, Adidas, lululemon and surprisingly, Crocs
- Rotation of female spending out of
fashion accessories and into personal care
- Teens overwhelmingly prefer to shop for
color cosmetics in-store (91% of female teens) vs. online
Brand Preferences
- Brands matter – 45% of teens say
“brand” is most important in making a purchase vs. 33% (six years
ago)
- 1990s and streetwear styles continue to
grow with Tommy Hilfiger, Supreme, CK and Champion – and even
luxury brands including Off-White, Balenciaga and Gucci
- Nike mindshare declines from 25% to
22%; Adidas remains No. 3 brand
- Amazon consistently teens’ favorite
website - mindshare increases to 47% (44% last spring)
- Intent to buy iPhone continues to climb
– 86% of Gen-Z will choose the iPhone next (compared to 84% last
spring)
The Piper Jaffray Taking Stock With Teens® survey is a
semi-annual research project that gathers input from approximately
8,600 teens with an average age of 16 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 169,000 teens and
collected over 43 million data points on teen spending.
* Source: Fung Global Retail & Technology
Piper 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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version on businesswire.com: https://www.businesswire.com/news/home/20181022005679/en/
Piper Jaffray CompaniesPamela Steensland,
612-303-8185analystmediarelations@pjc.com
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