Piper Jaffray 28th Semi-Annual

Taking Stock With Teens Survey, Fall 2014

7, 200

41

TEENS SURVEYED

U . S . S TAT E S

$59,000

AV E R A G E
HOUSEHOLD
INCOME

Key Highlights
Spending rebounds across categories, but
views of the economy worsen.
Fashion spend increases and different is the
new cool.
Food is second largest spending category
behind clothing with restaurants and organic
foods increasingly popular.
Instagram remains the favorite social media
network.
Specialty accessories like GoPro camcorders
and Beats by Dr. Dre headphones gain
traction.

Average Age (16.0 years old)

Mall trip frequency stabilizes after years of

declines, but remains below historic averages.

47%

53%

FEMALE

MALE

Average Spend On Fashion Goods (per year)

Spending Mix By Category

CLOT HING

FA L L 14

FA L L 13

$1,069

$995

FO O D

21%

20%

ACCE SSO RIE S/PER SO N A L C A RE

FA L L 12

FA L L 11

$1,075

$880

C AR

8%

EL EC T RO NI C S
FA L L 10

FA L L 0 9

$999

$994

7%

7%

V IDEO G A ME S

MUSI C/M OV IE S

E V EN T S

6%

6%

Top Preferred Clothing Brands

B O O K S/M AG A ZINE S

NIK E 2 2 %

A MERI C A N E AGL E

8%

FO RE V ER 21

7%

R A L PH L AUREN

6%

FURNI T URE

OT HER

10%
9%

SH O E S

2%

1%

3%

0%

50%

10 0 %

URB A N O U T FI T T ER S

PAC SUN 4%

Shopping Trip Frequency (trips/year)

H O L L IS T ER 2 %

30

N O RDS T RO M 2 %

T. J . M A X X

2%

10

V I C TO RI A S SECRE T

2%

4%

20
10

29.3

28.7

28.1

FA L L 14

SPRING 14

FA L L 13

Top Preferred Shopping Websites

Top Social Networking Sites

A M A ZO N 32 %

NIK E 8 %

EB AY 5%

FO RE V ER 21

5%

URB A N O U T FI T T ER S

2%

V I C TO RI A S SECRE T

2%

A MERI C A N E AGL E

2%

PAC SUN 2 %
B R A NDY MELV IL L E

2%

E A S T B AY 2 %

Device Ownership

iPA D

59%

45%

22%

21%

67%

54%

iPA D MINI

12%

A NDRO ID TA BL E T

SM A R T WATCH

K INDL E FIRE

14%

16%

7%

Piper Jaffray Sr. Research Analysts

Stephanie Wissink
Household, Beauty & Childrens Products
James Marsh
Media & Entertainment
Nicole Miller Regan
Restaurants
Gene Munster
Internet
Erinn Murphy
Global Fashion & Lifestyle Brands
Sean Naughton
Healthy Living & Consumables
Michael Olson
Online Content
Neely Tamminga
Multi-Brand Retail & Specialty Commerce

6%

Source: Piper Jaffray & Co., company reports

Upper income teen group only

0%

Other

N O RDS T RO M 2 %

10

iPH O NE

76%

50%

10 0 %

Piper Jaffray & Co. Member SIPC and NYSE. 10/14