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:

Apple Pay launches for mobile purchasers

News image

Apple has announced that customers can start making payments with...

READ MORE

Barbour fiction dominates ECPA’s best-seller list

News image

Barbour Publishing has announced that its fiction titles currently hold...

READ MORE

'Inspirational' bands receive American Music Awards nominations

News image

Casting Crowns, Newsboys and Hillsong United have been nominated for...

READ MORE

Stephen Mansfield’s timely book receives media attention

News image

New York Times best-selling author Stephen Mansfield is receiving major...

READ MORE

Christian publishers sign with Bookmasters for distribution

News image

Bookmasters has signed new distribution agreements with three Christian publishing...

READ MORE

CBA previews 2015 ICRS, opens exhibitor registration

News image

Nearly 20 representatives from more than a dozen companies were...

READ MORE

Thom Rainer’s church-focused books still going strong

News image

Thom S. Rainer’s I Am a Church Member (B&H Books)...

READ MORE

Dan Rich announces retirement after 40 years in publishing

News image

David C Cook Chief Publishing Officer Dan Rich will retire...

READ MORE

U.S. retail sales fall in September

News image

Retail sales dropped by 0.3% to $442.7 billion in September,...

READ MORE

NRF poll forecasts increased 2014 holiday spending

News image

The National Retail Federation (NRF) is forecasting holiday sales to...

READ MORE

Barbour author Vickie McDonough reaches sales milestone

News image

Barbour Publishing author Vickie McDonough recently surpassed the 1 million-copy...

READ MORE

GRAMMY-winning artist J Moss escapes house fire

News image

GRAMMY-winning producer and Stellar Award-winning artist J Moss escaped a...

READ MORE
100%
-
+
0
Show options

a