More Denim, Netflix and YouTube; Less Handbags and Broadcast Media, According to Survey of 9,400 Teens
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This cycle marks a milestone for the survey, celebrating its 15th
consecutive year. Since the project began in the spring of 2001,
“The power of our teen survey goes beyond the information we capture in
any given season. Rather, it aids our ability to zoom out and monitor
bigger, and sometimes more subtle, but very real trends. For example,
we’ve observed fashion choices are moving back to authenticity across
denim brands, performance athletic brands and independent cosmetic
Fall 2015 Key Findings
Fashion, Beauty and Personal Care:
- While overall teen spending is down from the spring survey, spending on fashion is up among upper-income teens.
- Denim brands are inflecting positively for the first fall since 2010 and the category is up substantially from last year. However, this is not coming at a cost to athletic brands —rather, we are seeing a declining rate in fast fashion retailers as a percentage of overall upper-income females.
In athletic brands, there is a clear divergence between performance
athletic and peripheral athletic brands.
Nikeand comparable brands are strengthening in view of their mindshare dominance and authenticity.
- Accessories spending among females decelerated 4% year-over-year, in addition to a decline in the intention to purchase handbags.
- Within cosmetics, there is a trend of de-concentration of brands, where mega brands are ceding share to smaller, independent brands. Central to this shift is the rise of individuality over conforming to a crowd.
- Specialty stores are replacing broader merchandise/department stores among affluent females by consuming 33% of their shopping time—a 5% increase over last year.
Amazonincreased mindshare to 38% of the overall votes as a preferred website. Furthermore, Amazon Prime membership expanded 400 basis points versus just six months ago.
Teens are spending more time on
Netflixand YouTubeas opposed to traditional TV; the amount of time they spend on these websites combined equates to 59% versus traditional TV at 29%.
- The most anticipated movies this year among teens are: 1) Hunger Games: Mockingbird, Part 2; 2) Star Wars, The Force Awakens; and 3) Divergent: Allegiant, Part 1.
In music, broadcast radio continues to cede share to streaming, and
Spotifyis gaining on Pandora.
- 73% of participants anticipate buying a next-generation gaming console or already own one, which is up 6% over last year—a faster uptake over previous cycles.
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 9,400 teens with an average age of 16 years. Teen spending patterns, fashion trends, and brand and media preferences were assessed through visits to a geographically diverse subset of high schools across
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Piper Jaffray Companies
Pamela Steensland, 612-303-8185