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:

Best-selling parenting authors announce Mother's and Father's Day promo

News image

Authors Marina and Gregory Slayton appeared on Fox & Friends...

READ MORE

Christian Retailing’s Best awards winners to be announced at ICRS

News image

Winners of the 2015 Christian Retailing’s Best awards will be...

READ MORE

The Solid Rock hosts unique Bible-reading event

News image

The Solid Rock bookstore in Kearney, Nebraska, is hosting a...

READ MORE

Standard adds ESV to best-selling commentary line

News image

Standard Publishing announced the release of its newest line of its...

READ MORE

New program targets enhanced Christian retailer consumer traffic

News image

A new program has been launched to help Christian retailers...

READ MORE

Religion publishers report slight sales increase for January

News image

Net revenues from religion publishers were up 11.1 percent for...

READ MORE

AWSA announces 2015 Golden Scroll Award finalists

News image

The Advanced Writers and Speakers Association has announced its finalists...

READ MORE

Baker Academic title receivea Academy of Parish Clergy award

News image

The Church According to Paul by James W. Thompson (Baker...

READ MORE

NRF survey: Families spending more than ever on Mom

News image

Families this year are ready to splurge on jewelry, flowers,...

READ MORE

Brooklyn Tabernacle’s ‘Pray’ rises to Billboard no. 1

News image

The six-time Grammy award-winning Brooklyn Tabernacle Choir’s new CD titled...

READ MORE

Harvest House Publishers’ title reaches Christy Awards finals

News image

The Amish Blacksmith (Harvest House Publishers), a novel by best-selling...

READ MORE

Bethany House author scores Minnesota Book Award

News image

Bethany House writerJulie Klassen has been presented with a Minnesota...

READ MORE
100%
-
+
0
Show options

a