Jaffray Companies (NYSE:PJC), a leading investment bank and asset
management firm, completed its 31st semi-annual Taking Stock With Teens
research survey, which highlights spending trends and brand preferences
amongst 6,500 U.S. teens across 46 U.S. states.
Since the project began in the spring of 2001, Piper Jaffray has
surveyed more than 130,000 teens and collected more than 35 million data
points on teen spending in fashion, beauty and personal care, digital
media, food, gaming and entertainment.
“While total spending among the teen demographic appears to be down
versus last year, we are encouraged that overall teen employment appears
to be on the rise; 39% of teens indicate they hold a part-time job,
which is up 400 basis points over last year’s levels. As they take more
control over their discretionary spending, we believe it is critically
important to watch for category shifts and brand preferences,” said Neely
Tamminga, Piper Jaffray senior research analyst.
Spring 2016 Key Findings
Fashion and Beauty:
While overall teen spending is down compared to spring 2015, the
percentage of wallet spend on key fashion categories―clothing,
accessories, and footwear―is up to 38% versus 36% a year ago among
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
Among women, fashion athletic apparel is still on the rise with a new
high of 17% share achieved and Nike gaining share. Within men’s
apparel, Nike results were more mixed across income demographics.
Adidas was a positive standout in the athletic footwear and clothing
The beauty category’s wallet share among upper-income females reached
10%―the highest value in 10 years. Specialty store formats continue to
outpace legacy channels for beauty.
Digital Media, Gaming, Food and Entertainment:
Restaurants represented 22% of overall spending for upper-income
teens; teens overall are choosing limited-service concepts at a 50%
greater rate than full-service concepts. With that, teens consider the
overall value equation versus price-alone when choosing preferred
dining destinations with the average range in check size from $4 to
Amazon Prime adoption has increased across all income brackets in each
of the past five surveys with this survey indicating Amazon Prime
exists in 51% of households of the teens in our survey. This survey,
along with other previous Piper Jaffray consumer surveys, suggests
that there are 57-61 million Prime households in the U.S.
The only two categories that exceed male teen spending on video games
(13%) are food (20%) and clothing (15%). Video game spending among
males is at an all-time high for our survey.
Teens are spending more time on Netflix and YouTube as opposed to
traditional TV. The amount of time they spend on these websites
combined equates to 66% versus traditional TV at 26%.
The most anticipated movies this year among teens are: 1) Finding Dory
(sequel to Finding Nemo); 2) Captain America: Civil War takes the
second seat; and 3) Batman v Superman: Dawn of Justice.
For an infographic and more information regarding the fall survey,
please visit www.piperjaffray.com/teens.
About the Survey
The Taking Stock With Teens survey is a
semi-annual research project comprised of gathering input from
approximately 6,500 teens with an average age of 16.5 years. Teen
spending patterns, fashion trends, and brand and media preferences were
assessed through surveying a geographically diverse subset of high
schools across the United States.
About Piper Jaffray
Piper Jaffray Companies (NYSE: PJC) is a
leading, international 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 Simmons & Company International Limited,
authorized and regulated by the U.K. Financial Conduct Authority and the
Dubai Financial Services Authority; 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 four separate investment advisory affiliates―U.S. Securities and
Exchange Commission (SEC) registered Advisory Research, Inc., Piper
Jaffray Investment Management LLC and PJC Capital Partners LLC; and
Guernsey-based Parallel General Partners Limited, authorized and
regulated by the Guernsey Financial Services Commission.
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Minneapolis, Minnesota 55402-7036
Piper Jaffray Companies
Pamela Steensland, 612-303-8185