kabustyleeさんのブログ
Teen Spendin
Denim Brands, Nike, Beauty Among Top Sources of Teen Spending
Piper Jaffray Companies, a New York-based investment bank and asset
management firm, released its 32nd semi-annual Taking Stock With Teens research
survey, highlighting spending trends and brand preferences in fashion, beauty
and personal care, digital media, food, gaming and entertainment among 10,000
teens across 46 U.S. states. “While total spending among the teen demographic
appears to be down slightly versus last year, we are encouraged that the
upper-income teenagers in our survey are indicating more optimism and positive
spending trends. This increase in spending among upper-income teens seems to be
largely broad-based across fashion and beauty,” said Neely Tamminga, Piper
Jaffray senior research analyst.
While the fall 2016 survey cites an overall fall in teen spending in the
fashion and beauty categories compared to fall 2015, Piper Jaffray did find that
spending trends are encouraging among upper-income teens, where total spending
is indicated up 2.5% year-over-year. “Historically, we’ve observed that results
from our upper-income survey set tend to lead overall spending,” according to
the survey.
Denim brands were among some of the most influential, seeing an increase to
19% aggregated mindshare – the development of consumer awareness or popularity –
for the second consecutive survey in a row. Fashion athletic apparel is still on
the rise – particularly among upper-income teens – with a new high of 35% share
achieved with Nike, adidas and Under Armour gaining share. Nike proved to be one
of the top chosen apparel brands by the teens surveyed, followed by American
Eagle Outfitters, Forever 21, Ralph Lauren, and Urban Outfitters. The
Portland-based sportswear giant also topped the list of preferred footwear
brands, with Vans, Converse (a Nike subsidiary), Adidas, and Steven Madden
following.
Top handbag brands: Michael Kors, Kate Spade, Coach, Louis Vuitton,
Longchamp, and Vera Bradley. And total spending among upper-income females in
the beauty category reached 11%―the highest value that Piper Jaffray has seen in
its survey history.
On the e-commerce front, Amazon Prime adoption has grown across all income
brackets in each of the past six surveys, most recently indicating Amazon Prime
exists in 58% of households of the teens surveyed. "Amazon mindshare remained
essentially unchanged in our Fall 2016 Taking Stock With Teens survey, with 40%
of teens indicating it as their favorite eCommerce website," read the
survey.
Nothing earth-shattering came in terms of the tech results, dominating teen
mindspace are Snapchat, YouTube, Instagram and Netflix. "Teens indicating they
use Instagram increased [by 5 percentage points] in our Fall 2016 survey,
slightly faster than Snapchat (4 percentage points). Snapchat remains teens’
favorite social network, however, with 35% of teens indicating it as their
favorite social media platform and 76% indicating it is in their top 3; in
comparison, 24% of teens indicated Instagram as their favorite platform and 75%
included it in their top 3."
