Piper Jaffray 31st Semi-Annual Taking Stock With Teens Survey, Spring 2016 Denim remains on the rise; athletic footwear accelerates vs. fashion.
FASHION & BEAUTY
Top Clothing Brands
Top Handbag Brands
1
Nike 21%
1
Michael Kors 38%
2
American Eagle 8%
2
Kate Spade 16%
3
Forever 21 7%
3
Coach 12%
4
Ralph Lauren 6%
4
Louis Vuitton 4%
5
Hollister 4%
5
Gucci 4%
Top Footwear Brands
1
Top Shopping Websites
1
Nike 48%
•
Denim brands saw an uptick to 14% aggregated mindshare and showed up as a top trend among upper-income females for the first time since Fall 2013.
•
Apparel spending among females is 2x that of males, on average, since the inception of our survey.
•
For combined genders, athletic apparel is pausing—led by men’s and Nike. Adidas was a positive standout in the athletic footwear and clothing category.
•
The beauty category’s wallet share among upper-income females in our survey reached 10%, the highest value in 10 years. Specialty formats continue to outpace legacy channels for beauty.
Media streaming maintains ongoing traction; annual video game spending reaches a new high ($214). •
Amazon Prime adoption has increased across all income brackets in each of the past five surveys. Our survey and other past Piper Jaffray consumer surveys suggest that there are 57M-61M Prime households in the U.S.
•
Only food (20%) and clothing (15%) exceed male teen spending on video games (13%); this was an all-time high for our survey.
•
The most anticipated movie this year among teens is Finding Dory (sequel to Finding Nemo). Captain America: Civil War takes the second seat and Batman v Superman: Dawn of Justice is in third place.
Amazon 41%
2
Vans 10%
2
Nike 5%
3
Converse 7%
3
Forever 21 5%
4
Adidas 4%
4
eBay 3%
Piper Jaffray Sr. Research Analysts
5
Sperry Top-Sider 3%
5
American Eagle 3%
Neely Tamminga Multi-Brand Retail & Specialty Commerce
Michael Olson Online Content
Victoria’s Secret
Erinn Murphy Global Fashion & Lifestyle Brands
Stan Meyers Media & Entertainment
Stephanie Wissink Household, Beauty & Children’s Products
Sean Naughton Healthy Living & Consumables
Nicole Miller Regan Restaurants
Peter Keith Hardlines Retail & Specialty Products
Top Beauty Brands
MAC
Maybelline
Urban Decay
Sephora
CoverGirl
Gene Munster Internet
MEDIA & DEVICES
FOOD
Teen TV Consumption
Top Restaurants
Netflix
38% Cable TV
26% YouTube
23%
1
Starbucks 14%
2
Chipotle 9%
3
Chick-fil-A 7%
4
Panera Bread 4%
McDonald’s
Fun Fact: Teens will frequent a restaurant 2 times for every time they fill up their gas tank.
Hulu
5% Other streaming services
8%
6,500 16.5 Teens Surveyed
Video Game Spend $250
$62,500
$214 – Expected video game spend in 2016 $200 $150
56%
$100
$152 – Average annual video game spend over past 11 years
44%
$50 $0 Fall ‘15
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MALE FEMALE Source: Piper Jaffray & Co., company reports Piper Jaffray & Co. Member SIPC and NYSE. 4/16
Average Age
Average Household Income
46
U.S. States