By Barry Janoff
April 11, 2017: If you are a company looking for buying and viewing patterns from young consumers, it appears you would do well to follow the strategies being used by Nike, Amazon, Netflix, Starbucks, Apple iPhone and Snapchat.
Among teens, Nike is by far the top footwear and clothing brand, Netflix the leading video-viewing destination, Starbucks the top food-and-drink spot, Amazon the No. 1 online shopping site, Snapchat the favorite social media platform and iPhone the product wanted by more than eight out of ten of those surveyed in the just released 33rd semi-annual Taking Stock With Teens, from investment bank and asset management firm Piper Jaffray Companies.
Taking Stock With Teens survey was conducted among 5,500 teens — 55% male, 45% female, with the average age 16 — across 43 U.S. states, with an average household income of $66,100.
Although the survey found that overall spending among teens decreased 2.4% year-over-year and that parent contribution to teen spend is at 63%, down from an 68% average, some companies showed that they could continue to grow among this key demographic.
Some 81% of teens expect their next phone to be an iPhone, which was up from 79% from the previous survey (Fall 2016). "And more importantly, the highest we’ve seen ever in the survey," according to Piper Jaffray.
The athletic category show significant growth, with 41% of teens citing an athletic brand as their preferred apparel brand, up from 26% in the 2016 survey.
Nike is the No. 1 apparel brand at 31% share, up from 21% last year, and scored a whopping 52% as the favorite footwear brand.
"While the overall spending environment has been challenging, we are seeing teen spending continue to shift more toward experiences: eating out, video games and leisure," Erinn Murphy, senior research analyst for Minneapolis-based Piper Jaffray, said in a statement.
"Share of fashion spending has moderated but we continue to see undisputed strength in athletic — Nike remains the No. 1 preferred brand and adidas was the fastest-growing brand in our survey," although no specific stats were provided.
Concurrently, some fashion brands are "losing relevance with teens," including Under Armour, Michael Kors, The North Face, Ralph Lauren and Vineyard Vines, according to Taking Stock With Teens.
The Top Five clothing brands were Nike (31%), American Eagle (10%), Forever 21 (5%), Lululemon (3%), adidas (3%) and H&M (3%).
The Top Five footwear brands were Nike (52%), Vans (9%), adidas (8%), Converse (6%) and Steve Madden (2%).
Top shopping Web sites were Amazon (43%), Nike (5%), American Eagle (5%), Forever 21 (93%) and eBay (2%).
Even more important than clothing is food, with that category accounting for 24% of teen’s wallet, with clothing at 19%.
Top restaurants among teens described as having an upper income were Chick-fil-A (12%), Starbucks (12%), Chipotle (8%), Buffalo Wild Wings (5%) and Panera (4%).
Top restaurants among teens with an average income were Starbucks (12%), Chick-fil-A (7%), McDonald’s (5%), Chipotle (5%) and Buffalo Wild Wings (4%).
As far as social media consumption, Snapchat was the clear winner (39%), followed by Instagram (23%), Twitter (11%), Facebook (11%) and Pintrist (1%).
As to where teens go for their daily video consumption, Netflix (38%) more than double YouTube (16%), followed by cable TV (23%) and Hulu (4%). Some 6% said they used other streaming devices.
Regarding new or upcoming most anticipated film releases, The Fate of the Furious topped the list. Disney movies took the next three spots: Beauty and the Beast, Star Wars: The Last Jedi and Guardians of the Galaxy Vol. 2.
Regarding console video games, the percent of teens who plan to digitally download more than 50% of games increased to 45%, up from 37% in Fall 2015.
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