Christian Retailing

NEWSLETTERS Current Issue Survey analyzes teen shopping behavior
Survey analyzes teen shopping behavior PDF Print E-mail
Written by Christine D. Johnson   
Wednesday, 28 May 2014 06:31 PM EDT

stephaniewissinkPiper Jaffray has completed its 27th semi-annual Taking Stock With Teens market research project. The survey signals a potential point of stability, with spending contracting by just 1% from fall 2013 compared to sequential declines in the mid-single digits previously.

“Over the 13-year history of our survey, we have observed notable changes in the brands teens aspire to own and wear, the influences that direct what they buy and how teens are consuming, interacting with and sharing the brands they love,” said Steph Wissink, co-director of investment research and senior research analyst at Piper Jaffray. “The universal truths about teens remain the same—they continue to seek peer affirmation, their spending is almost entirely discretionary, and they are early adopters of change. What’s different about this generation of teens versus prior is that they are non-conformists, they seek experiences over products, and they align with brands that are practical yet cool.”

Key findings from the survey in fashion, beauty and personal care, restaurants, digital media, gaming and wireless communication include the following:

Teen males indicated they were spending more, up 4% from fall 2013, which has historically signaled inflection in broader spending.

For the first time in the survey's history, food exceeded clothing as a percentage of the teen wallet. Electronics also gained in share, while furniture and fashion ceded modest share.

Declines in the fashion category were most severe in accessories—down double-digits for a second cycle in a row.

Instagram ranked as the most important social network, exceeding Twitter and Facebook for the first time in survey history.

Music/radio listenership has grown for Pandora and local radio, largely at the cost of MP3s and CDs.

The survey is a semi-annual research project comprised of gathering input from approximately 7,500 teens with an average age of 16.4 years. For an infographic, visit piperjaffray.com/teens.

 

In this current issue:

Charisma House introduces 'Superbook' to new generation

News image

Charisma House Book Group, a part of Charisma Media, recently...

READ MORE

'God's Not Dead' producer Russell Wolfe dies at 50

News image

Independent faith and family film studio Pure Flix suffered a loss...

READ MORE

Winning bidder plans to keep Family Christian Stores open

News image

Family Christian Stores will likely keep its doors open, assuming...

READ MORE

Mark Kuyper departs ECPA post

News image

ECPA announced May 26 that President/CEO Mark Kuyper has accepted...

READ MORE

Kerusso to launch 'War Room' product line

News image

Kerusso has announced a new partnership with the Kendrick Brothers,...

READ MORE

New LifeWay partnership to provide Bibles in China

News image

A new campaign from LifeWay Christian Stores and Tyndale House...

READ MORE

The Perrys' Tracy Stuffle named 'Living Legend'

News image

StowTown Records' The Perrys has announced that the group's bass...

READ MORE

Report: LifeWay eyes site for new headquarters

News image

LifeWay Christian Resources has entered talks to purchase a 1.6-acre...

READ MORE

2015 ICRS to expand international offerings

News image

An expanded international program at the 2015 International Christian Retail...

READ MORE

Chris Tomlin marks biggest tour yet with CURE partnership

News image

More than 200,000 people attended GRAMMY-winner Chris Tomlin's Love Ran Red Tour...

READ MORE

Award-winning author Vicki Courtney signs multi-book deal

News image

B&H Kids, the children’s imprint of B&H Publishing Group, has...

READ MORE

B&H, LifeWay take home six SEPA Awards

News image

B&H Español and LifeWay Español won a combined six awards...

READ MORE
100%
-
+
0
Show options

a