Survey: One e-tailer rules teen shopping
Dislodging the top online teen shopping destination would be a mighty quest indeed.
According to the 38th semi-annual Taking Stock With Teens survey from investment bank/institutional securities firm Piper Jaffray, 52% of respondents named Amazon their top online shopping site. Nike came in second with 4% of respondents, or one-thirteenth of Amazon’s share. American Eagle (3%), Urban Outfitters, eBay, and PacSun (2% each) followed.
Nike fared better as teens’ top footwear brand, leading all competitors with a comfortable 47% of respondents naming it their favorite. Nike did not dominate footwear quite as thoroughly as Amazon overwhelmed online shopping, with Vans (28%) and Adidas (12%) also receiving double-digit shares of top footwear brand response.
Nike was also the most favored clothing brand (23%), followed by American Eagle (10%), Adidas (8%), Hollister (4%), and PacSun (4%). In beauty destinations, Ulta came out on top (38%), trailed by Sephora (26%), Walmart (8%), Target (7%), and Amazon 5%.
Other key findings include:
• Food continues to be male teens’ top spending category (23%), while clothing is female teens’ number one wallet share (27%).
• 91% of female teens preferred shopping for beauty in-store vs. online —consistent with historic trends.
• 89% of female teens use online influencers as a source of discovery for beauty brands and trends, with Kylie Jenner the top beauty influencer.
• Female teens indicated they spend an average of $90 per year on handbags — a new survey low and compares to peak spending of $197 per year in spring 2006.
• Preppy brands such as Sperry, Ralph Lauren and Vineyard Vines continue to cede share to athletic brands —36% of preferred apparel brands are “athletic,” up from 34% last fall.
• Teens spend 37% of their daily video consumption on YouTube, ahead of Netflix at 35%.
• iPhone ownership remains at 83%, 86% of teens expect an iPhone to be their next phone.
The Piper Jaffray Taking Stock With Teens survey is a semi-annual research project that gathers input from 9,500 teens across 42 U.S. states with an average age of 15.8 years.