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.

 
Read the Vacation Bible School 2014 guide

In this current issue:

Long’s Christian announces closing of Greater Orlando store

News image

Store owner Rodger Long recently announced the forthcoming closing of...

READ MORE

Study: Bulk of retail purchases happen in-store

News image

Most U.S. retail sales—a whopping 92%—still happen offline, according to...

READ MORE

July retail sales show consumers remain cautious in spending

News image

U.S. retail and food-services sales for July totaled $439.8 billion,...

READ MORE

The Byrds’ classic tune recut for ‘The Song’ movie soundtrack

News image

The biblical text that inspired The Byrds’ No. 1 hit...

READ MORE

LifeWay considers selling Nashville property

News image

LifeWay Christian Resources is considering selling all or part of...

READ MORE

Lecrae, Hillsong United among top GMA Dove Awards nominees

News image

The Gospel Music Association (GMA) announced the nominees for the...

READ MORE

Gospel Light names new CEO

News image

Gospel Light’s board of directors has named Dave Thornton as...

READ MORE

‘God’s Not Dead’ tops home-video sales charts

News image

Pure Flix film God’s Not Dead debuts at No. 1...

READ MORE

Christian retail groups aim to drive traffic with magazine program

News image

Covenant Group, Mardel Christian & Education and The Parable Group...

READ MORE

Fiction writers’ group partners with Family Christian Stores

News image

American Christian Fiction Writers (ACFW) is partnering with Family Christian...

READ MORE

Sales of Stormie Omartian Spanish books soar

News image

Stormie Omartian’s Spanish-language books continue to soar to the top...

READ MORE

Amazon pledges to continue fight for ‘reasonable e-book prices’

News image

Amazon tells its side of the story in its ongoing...

READ MORE
100%
-
+
0
Show options

a