Acumen Insights

Teen Purchasing and Media Consumption Habits

Piper Jaffray conducted a survey of 5,500 teens to examine their purchasing and media consumption habits. When it comes to online shopping, Amazon is teens’ favorite website (43 percent). The second most popular online shopping websites were Nike and American Eagle (both 5 percent). Three percent of the teens reported Forever 21 and 2 percent reported Ebay as being their favorite shopping websites.

When looking at preferred brands, several brands stand apart from the rest. For footwear, Nike leads the way. Over half (52 percent) of respondents reported it as their preferred brand. The other brands that the respondents reported preferring include: Vans (9 percent), adidas (8 percent), Converse (6 percent), and Steve Madden (2 percent). Nike also is the top preferred brand for clothing—with 31 percent of respondents reporting that they use this brand. Other preferred clothing brands include: American Eagle (10 percent), Forever 21 (5 percent), lululemon (3 percent), adidas (3 percent), and H&M (3 percent). The research revealed that the fastest growing brands are Adidas and Patagonia. The brands that are losing relevance include: Under Armour, Michael Kors, The North Face, Ralph Lauren, and Vineyard Vines.

When it comes to restaurants, there was only slight difference between preferences of upper-income teens and average-income teens. For upper-income teens, both Chick-fil-A and Starbucks were preferable (12 percent). Upper-income teens also preferred: Chipotle (8 percent), Buffalo Wild Wings (5 percent), and Panera (4 percent). Starbucks was also the top choice for average-income teens (12 percent). Other favorite restaurants included: Chick-fil-A (7 percent), McDonalds (5 percent), Chipotle (5 percent), and Buffalo Wild Wings (4 percent).

When looking at media consumption, social media platforms are still very much popular. Snapchat (39 percent) and Instagram (23 percent) are the two most popular platforms for teens. Twitter and Facebook were equally as popular with approximately 11 percent of teens reporting that they use them. Pinterest was the least popular platform with only 1 percent of teens reporting that they use it.

Daily video consumption is also popular among teens. Netflix (38 percent) and YouTube (26 percent) were the most used services. Twenty-three percent of teens reported that they watched cable TV. Hulu was the preferred video streaming option by only 4 percent of the teens.