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:

LifeWay finds buyer for downtown Nashville campus

News image

Uptown Nashville LLC has come under contract with LifeWay Christian...

READ MORE

Voting deadline nears for Charisma's Best Awards

News image

Time is winding down on the voting period for Christian...

READ MORE

LifeWay pulls ‘Heaven visitation’ books from shelves

News image

Adhering to the 2014 Southern Baptist Convention resolution on “the...

READ MORE

Organizations partner to ‘Ignite’ church resource marketing program

News image

Send The Light Distribution, a leading distributor of products serving...

READ MORE

David C Cook author succumbs to breast cancer at 38

News image

Less than a week after her book The Hardest Peace...

READ MORE

Loyal customer sparks re-opening of Virginia Christian bookstore

News image

The closing of Rainbow Parable Christian Bookstore in Colonial Heights,...

READ MORE

IVP author wins Templeton Prize

News image

IVP author Jean Vanier has been awarded the Templeton Prize,...

READ MORE

ICRS to offer digital publishing training

News image

This summer’s International Christian Retail Show in Orlando, Florida, will...

READ MORE

NRF survey pinpoints consumer targets this Easter

News image

Hoping the temperatures will meld with their desire to celebrate,...

READ MORE

Long-time Abingdon Press author Lyle Schaller dies at 91

News image

Lyle Schaller, who wrote 55 faith-based books for Abingdon Press...

READ MORE

International company serves growing faith market

News image

With offices in the United States, Brazil, Sri Lanka and...

READ MORE

Family Christian Stores withdraws bankruptcy motion

News image

In a somewhat surprising move, Family Christian Stores, the nation’s...

READ MORE
100%
-
+
0
Show options

a