Approximately 78% of female US teenagers, 82% of male teenagers shop online, with respondents indicating that a mid-teens percentage of their spending takes place online, finds Piper Jaffray survey
November 26, 2013
– Piper Jaffray & Co. (NYSE:PJC) has completed its 26th semi-annual "Taking Stock With Teens" collaborative consumer insights project, which pointed to a sequential sign of spending moderation and tempered intent to spend across multiple categories and household income levels.
“Our fall 2013 survey results suggest teens are experiencing general spending fatigue across key categories, specifically fashion related items. The absence of a clear product catalyst is a key contributing factor to diminished spending proclivity. Intent to spend also moderated, despite over two-thirds of teens signaling confidence the economy is stable to improving,” said Steph Wissink, co-director of research and senior research analyst at Piper Jaffray. “We are also observing trends that imply teens are browsing regularly on their mobile devices, shopping less frequently and engaging with brands ‘on demand’ on their own time. This dynamic alters the assumptions surrounding the square footage and retail inventory needed to service this target demographic. A period of rationalization may be needed.”
Key findings from the survey in fashion, beauty and personal care, restaurants, media, gaming and entertainment include the following:
The "Taking Stock With Teens" survey is a semi-annual research project comprised of gathering input from approximately 8,650 teens with an average age of 16.2 years. Teen spending patterns, fashion trends, and brand and media preferences were assessed through visits to a geographically diverse subset of high schools in 13 U.S. states and through a national online survey of a wider group of teens from 37 different states. The survey is conducted in partnership with DECA, an international association of high school students. The survey was completed during the month of September 2013.
About Piper Jaffray
Piper Jaffray is a leading investment bank and asset management firm serving clients in the U.S. and internationally. Our proven advisory teams combine deep industry, product and sector expertise with ready access to capital. Founded in 1895, the firm is headquartered in Minneapolis and has offices across the United States and in London and Zurich. www.piperjaffray.com
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