Teens Throw It Back to the ‘90s with Their Stan Smiths; Spending Shifting to Starbucks, Video Games and Amazon
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Taking Stock With Teens, Spring 2017 Infographic (Graphic:
For an infographic and more information regarding the most recent survey, visit piperjaffray.com/teens.
Since the project began in 2001,
“While the overall spending environment has been challenging, we are seeing teen spending continue to shift more toward experiences—eating out, video games and leisure,” said
Spring 2017 Key Findings
Spending & Shopping Behavior
- Overall teen spending decreased 2.4% year-over-year.
- Parent contribution to teen spend is at 63%, down from the survey’s 68% average.
- Food is the most important category within a teen’s wallet at 24% of spend, eclipsing clothing at 19%.
- Fashion share of wallet moved down from 38% to 36%.
- Teens’ favorite website is
Amazonat 43% share—up 200 basis points year-over-year.
- For console video games, the percent of teens who plan to digitally download >50% of games increased to 45% for spring 2017 from 37% in fall 2015.
Starbucksis the only public brand to maintain double-digit share across all teenagers; it tied this survey cycle with Chick-fil-Aat 12% preference.
- Athletic is seeing no slowdown with 41% of teens citing an athletic brand as their preferred apparel brand—up from 26% last year.
Nikeis the No. 1apparel brand at 31% share—up from 21% last year. Adidas, however, is the fastest growing brand in our survey across footwear & apparel.
- Fashion brands losing relevance with teens include
Under Armour, Michael Kors, The North Face, Ralph Laurenand Vineyard Vines.
- 81% of teens expect their next phone to be an iPhone, which was up from 79% in fall 2016 and, more importantly, the highest we’ve seen ever in the survey.
Disneyfilms dominated the most anticipated movies list with No. 2 “Beauty and the Beast”; No. 3 “Star Wars: The Last Jedi”; and No. 4 “Guardians of the Galaxy Vol. 2” grabbing the top few spots. “Fast 8” is the No. 1most anticipated movie.
About the Survey
The Taking Stock With Teens survey is a semi-annual research project comprised of gathering input from approximately 5,500 teens with an average age of 16.0 years. Teen spending patterns, fashion trends, and brand and media preferences were assessed through surveying a geographically diverse subset of high schools across the U.S.
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Piper Jaffray Companies
Pamela Steensland, 612-303-8185