Piper Sandler Completes 44th Semi-Annual Generation Z Survey of 14,500 U.S. Teens
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Over 22 years of research on
U.S. teens and GenZ insights -
Teen “self-reported” spending was up
3% Y/Y to and down$2,331 2% vs. last spring; parent contribution was61% vs60% last spring -
For upper income teens, food was the No. 1 wallet priority for male spending at
23% share and clothing reached its highest level of female wallet share since 2012 at30% - Teens care about social/political issues naming Environment as No. 1; Abortion as No. 2; Racial Equality as No. 3. Gun Control entered the top 10 this fall rising from No. 19 to No. 9
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TikTok improved as the favorite social platform (38% ) by +400 bps vs. last spring. SNAP was No. 2 at30% (-100 bps vs spring) and Instagram was No. 3 at20% (-200 bps vs. spring) -
Nike remains the No. 1 brand for all teens in both apparel (
31% share) and footwear (60% share) -
Skincare held the highest priority of beauty spending at
, followed by cosmetics at$103 and haircare at$96 $91 -
52% of teens cite Amazon as their No. 1 favorite e-comm site; SHEIN, Nike, Lululemon, and Pacsun took spots No. 2-5 -
Bath & Body Works came in as the No. 1 (
38% ) fragrance brand among female teens; Victoria’s Secret as No. 2 (16% );Sol de Janeiro as No. 3 (6% )
This year’s Fall 2022 survey was conducted from
For the survey infographic and more information, visit pipersandler.com/teens
“Our Fall survey points to solid teen spending, up
“GenZ is known to be a conscious generation, and teens this fall cited the environment as their top concern.
“TikTok widened its lead versus
Fall 2022 Key Findings
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39% of teens hold a part-time job – steady with last spring and up from38% in fall 2021 -
Females led increase in spending, with all female spend +
10% Y/Y led by clothing +10% and footwear +7% -
Teens allocate
7% of their shopping time to secondhand;47% of teens have purchased &58% have sold secondhand -
Shopping channel shifts reflect more discount channel shopping (
13% , +480 bps Y/Y), and less off-price (8% , -350 bps Y/Y) -
The core beauty wallet (cosmetics, skincare, fragrance) stood at
/year, up$264 20% Y/Y and led by cosmetics (+28% Y/Y) -
Everyday makeup wearers are now at
41% (vs33% LY), including50% of upper-income teens wearing makeup everyday -
Weekly usage of VR devices moved to
14% vs17% last spring.26% of teens own a VR device (in-line with spring) -
Video games are
12% of teen wallet share vs.14% LY;30% expect to purchase a NextGen console within 2 years - Crocs increased from the No. 6 preferred footwear brand to No. 5 while Hey Dude is now ranked No. 7 up from No. 9 last spring
- Converse gained 200 bps of mindshare, maintaining the No. 2 ranking, and Under Armour dropped out of the top 10
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e.l.f. maintained its position as the No. 1 cosmetics brand, gaining 500 bps of share Y/Y to
16% of female teens -
Ulta remained the No. 1 preferred beauty destination at
42% mindshare, and it also held the strongest beauty loyalty membership at62% of female teens with a membership -
Chick-Fil-A remains the No. 1 restaurant at18% share (-200 bps Y/Y), followed by Starbucks at17% (+600 bps Y/Y), and Chipotle at13% (+300 bps Y/Y) -
Teens plan to eat less plant-based meat; of the
14% of teens that do consume plant-based meat,23% of teens plan to eat less plant-based meat, up from17% in Fall 2021 -
Teens report highest intentions to eat more or the same amount of
Nature Valley (GIS) and Clif (MDLZ); Goldfish (CPB) remained teens most preferred snack brand -
Teens spend
32% of daily video consumption on Netflix (+200 bps vs spring) and29% on YouTube (-200 bps vs spring) -
Phone is the No. 1 preferred method by teens for customer service interaction; Text/SMS (
18% ) shows the best multi-year gains -
87% of teens own an iPhone and88% expect an iPhone to be their next phone; a record31% of teens own an Apple Watch
The Piper Sandler Taking Stock With Teens® survey is a semi-annual research project that gathers input from 14,500 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
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