Piper Jaffray 29th Semi-Annual Taking Stock With Teens Survey, Spring 2015
6,200 Teens Surveyed
$67,000
44 U.S. States
Key Highlights • Teens directly command $75 billion of discretionary spending, but largely as a result of the 2008 recession, teens have become budget-conscious value seekers • 35% of teens are part-time employed, compared to 33% in the 2014 spring survey
Average Household Income
• Teens increasingly prefer to shop online rather than in-store; however, they continue to prefer sites with physical locations over eTailers • Athletic-leisure, preppy, leggings and jogging pants are among the top teen fashion trends • Michael Kors remains the No. 1 preferred handbag brand, eclipsing Coach’s peak share in 2012
Average Age (16.3 years old)
• MAC is the top preferred cosmetic brand among teen females across all income sets for the first time in the survey’s history • Teens who spend above-average on beauty prefer customer reviews over product selection as a top factor in online purchasing decisions
49% Female
51% Male
• 36% anticipate playing more video games in 2015—the highest intention to play more games in the survey in at least four years • Apple cracks the top 10 of teen watch preferences for the first time in the survey’s history
Spending Mix By Category†
Top Preferred Clothing Brands†
1
Nike 24%
2
Forever 21 8%
3
American Eagle 6%
4
Ralph Lauren 4%
5
Victoria’s Secret 4%
6
Urban Outfitters 3%
7
Hollister 2%
8
Nordstrom 2%
9
Free People 2%
10
PacSun 2%
23%
Food
20%
Clothing
10%
Accessories/Personal Care/Cosmetics
8%
Video Games/ Systems
8%
Car
Shopping Channel Preferences
8%
Electronics/Gadgets
7%
6%
Spring ‘15
Shoes
Spring ‘10
Spring ‘05
0%
SPECI A LT Y
2 5%
IN T ERNE T
Music/Movies
6%
2%
Concerts/Movies/ Sporting Events
Books/Magazines
1%
4%
50%
Furniture
Other
Top Preferred Shopping Websites†
Preferred Method to Watch a Film
1
Amazon 36%
2
Nike 8%
3
Forever 21 5%
4
eBay 5%
5
Victoria’s Secret 3%
6
American Eagle 2%
7
Urban Outfitters 2%
8
Eastbay 1%
IM A X
9
Brandy Melville 1%
D I GI TA L S T RE A MING
10
Wanelo 1%
7%
6% 21%
9% 9% 19% 11% 18%
2D IN T HE AT ER 3D IN T HE AT ER DV D REN TA L V IDEO O N - DEM A ND OT HER PREMIUM T HE AT ER S DV D P URCH A SE
Restaurant Brand Preferences†
14.3%
Starbucks
14%
Chipotle
7.5%
Chick-fil-A
4.1%
Panera Bread
3.5%
Olive Garden
Piper Jaffray Sr. Research Analysts Stephanie Wissink Household, Beauty, and Children’s Products James Marsh Media and Entertainment Nicole Miller Regan Restaurants Gene Munster Internet Erinn Murphy Global Fashion and Lifestyle Brands Sean Naughton Healthy Living and Consumables Michael Olson Online Content
0%
Source: Piper Jaffray & Co., company reports † Upper income teen group only Piper Jaffray & Co. Member SIPC and NYSE. 4/15
2 5%
50%
Neely Tamminga Multi-Brand Retail and Specialty Commerce