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:

Rend Collective has best Christian UK debut in 20 years

News image

Rend Collective's As Family We Go made the highest debut for...

READ MORE

Skillet achieves third Platinum single

News image

Christian rock group Skillet recently celebrated its third Recording Industry...

READ MORE

AAP: Religious presses suffer May book sales decline

News image

May was not the most hopeful month for religious presses...

READ MORE

New Day Christian partners with Kerusso

News image

New Day Christian Distributors announced Wednesday a new partnership with Christian apparel company...

READ MORE

Manager Martha Brangenberg leaves Florida church store

News image

Church Bookstore Manager Martha Brangenberg is leaving Charis Christian Books & Gifts to serve...

READ MORE

Jane Kirkpatrick wins 2015 WILLA award

News image

Women Writing the West (WWW) selected Jane Kirkpatrick’s A Light in...

READ MORE

'War Room' closes in on top spot opening weekend

News image

TriStar Pictures’ War Room debuted at No. 2 at the...

READ MORE

Chonda Pierce debuts on big screen

News image

Best-selling comedian Chonda Pierce’s new film, Laughing in the Dark,...

READ MORE

CPE aims to equip retailers on Supreme Court rulings

News image

Jay Sekulow, chief counsel of the American Center for Law...

READ MORE

Charisma House announces strategic corporate restructure

News image

Charisma House recently announced a strategic corporate restructure in the...

READ MORE

Thom Rainer: LifeWay faces 'hinge moments'

News image

LifeWay Christian Resources is facing "hinge moments" and decisions that...

READ MORE

Virginia shooting ‘frightening’ for Christian retailer

News image

One local Christian retailer experienced “a frightening morning” early Wednesday...

READ MORE
100%
-
+
0
Show options

a