What is the Average 15.8 Year Old Buying? Find out in the 38th semi-annual Generation Z survey of 9,500 U.S. teens

Piper Jaffray just released its 38th semi-annual Generation Z survey of 9,500 U.S. teens The Taking Stock With Teens survey consumption habits of Generation Z. For retail and marketing pros, it’s need-to-know data. Gen Z contributes roughly $830 billion to U.S. retail sales every year. 
Gen Z

Piper Jaffray just released its 38th semi-annual Generation Z survey of 9,500 U.S. teens The Taking Stock With Teens survey consumption habits of Generation Z. For retail and marketing pros, it’s need-to-know data. Gen Z contributes roughly $830 billion to U.S. retail sales every year. 

Here are a few key takeaways.

  • Teens prefer YouTube over Netflix for watching videos, the first time YouTube has had the honor.
  • Instagram remains the most frequented social media platform among teens for the third survey in a row
  • Amazon is the top shopping site. Nothing else comes close!
  • Chick-fil-A is the #1 restaurant. 
  • They love Apple: 83% of teens have an iPhone, and 86% expect their next phone to be an iPhone.
  • Cosmetics spending among female teens hit a 19-survey low.
  • Crocs are…in? They climbed to become the 7th-most preferred footwear brand. Nike remains the top clothing brand by a sizeable margin.
  • Food continues to be teen’s No. 1 wallet priority at 23% share; Video games are 9% of wallet share
  • Ulta furthers its lead as No. 1 beauty destination against Sephora with Amazon firmly in the top five as a preferred beauty destination
  • Teens care about social/political issues naming the environment, immigration & gun control as the top three
  • Teens favorite celebrity is Kevin Hart, and the most-followed influencer on social media is David Dobrick

See the full results

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ABOUT THE SURVEY

The Piper Jaffray Taking Stock With Teens® survey is a semi-annual research project that gathers input from thousands of teens with an average age of 15.8 years. Discretionary spending patterns, fashion trends, technology, and brand and media preferences are assessed through surveying a geographically diverse subset of high schools across the U.S. Since the project began in 2001, Piper Jaffray has surveyed over 180,000 teens and collected over 45.4 million data points on teen spending.

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