Millennials: Why It’s All Athletic Gear, Food, Gaming and YouTube

Multiethnic Group of People Socail Networking at Cafe

Wondering where the next marketing phenomenon is coming from? Well, according to a study of 10,000 American teens with an average age of 16 if you’re in the athletic wear, food, YouTube and gaming business then you’re set to do very well indeed.

The autumn report (or “fall” as they call it) by US investment bank Piper Jaffray has found that although spending amongst school-aged teens in general is down there are a few winners.

The most surprising finding of its latest report titled Taking Stock With Teens Survey found that more American teens now watch YouTube than cable TV.

Commenting on the report, Piper Jaffray senior research analyst, Neely Tamminga, said: “While total spending among the teen demographic appears to be down slightly versus last year, we are encouraged that the upper-income teenagers in our survey are indicating more optimism and positive spending trends. This increase in spending among upper-income teens seems to be largely broad-based across fashion and beauty.”

The key findings of the Taking Stock With Teens Survey included:

  • While overall teen spending is down compared to autumn (fall) 2015, spending trends are encouraging among upper-income teens where total spending is indicated up 2.5 per cent year-over-year.
  • Denim brands saw an uptick to 19 per cent aggregated mindshare and showed up as a top trend among upper-income females for the second consecutive survey in a row.
  • Among upper-income teens, fashion athletic apparel is still on the rise with a new high of 35 per cent share achieved with Nike, adidas and Under Armour gaining share.
  • The beauty category’s wallet share among upper-income females reached 11 per cent ―the highest value seen in our survey history. Specialty store formats continue to outpace legacy channels for beauty.
  • Restaurants represented 23 per cent of overall spending for upper-income teens; however, the report found the meals they were ordering weren’t more than $US5 to $US17.
  • Amazon Prime adoption has grown across all income brackets in each of the past six surveys, most recently indicating Amazon Prime exists in 58 per cent of households of the teens surveyed. This survey, along with other previous Piper Jaffray consumer surveys, suggests that there are 63-66 million Prime households in the U.S.
  • For the first time in any survey, YouTube outpaced cable TV when teens respond to how they spend their time.
  • The only two categories that exceed male teen spending on video games (12%) are food (20%) and clothing (16%). Video game spending among males remains above survey history averages.



Please login with linkedin to comment

Advertising Standards Bureau First Jobs Piper Jaffray

Latest News

The Works Distills “Question Everything” For Archie Rose Distilling Co.
  • Campaigns

The Works Distills “Question Everything” For Archie Rose Distilling Co.

The Works has announced the launch of ‘Question Everything’ a new brand platform and campaign for their newest client, Archie Rose. As a nine-year-old independently owned and operated Australian multi-spirit distillery, Archie Rose has garnered a devoted following among existing customers, with a reputation primarily built on white spirits – particularly gin. However in line […]

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs
  • Marketing

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs

Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle
  • Advertising

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle

Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]

‘People First Bank’ Heritage & People’s Choice Bank Unified
  • Marketing

‘People First Bank’ Heritage & People’s Choice Bank Unified

Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments
  • Marketing

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments

L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]

Media.Monks Names Matthew Godfrey EVP, Head Of Content In APAC
  • Marketing

Media.Monks Names Matthew Godfrey EVP, Head Of Content In APAC

Effective immediately, S4Capital’s operating brand Media.Monks, a digital-first marketing and advertising services company, has appointed Matthew Godfrey to lead its APAC Content practice. With over 15 years of experience leading innovative businesses in the Asia-Pacific region, Godfrey will support a best-in-class senior leadership team across the region as EVP, head of content, APAC. He joins […]

How AI Is Empowering Small Businesses With Creative Collaboration
  • Opinion

How AI Is Empowering Small Businesses With Creative Collaboration

Chandra Sinnathamby, Adobe’s director, digital media B2B strategy & GTM, Asia-Pacific, explains how the tech firm is empowering its small business customers with new AI tools, including its Adobe Firefly tools. In today’s fast-paced digital landscape, small businesses face numerous challenges when it comes to creating captivating content that resonates with their audience. Despite the […]

Opinion

by B&T Magazine

B&T Magazine
Candace Warner, Tom Tilly & Harley Breen Kick Off Summer On Triple M
  • Media

Candace Warner, Tom Tilly & Harley Breen Kick Off Summer On Triple M

Summer mornings are heating up with Triple M again in 2023, thanks to the star-studded line-up of Harley Breen, Candice Warner and Tom Tilley, who are joining forces each weekday morning from 6-9 am for Triple M’s Summer Breakfast show. Airing from 4 to 15 December in Sydney, Melbourne, Brisbane, Adelaide and streamed live on […]

Jimmy & Nath, Hamish & Andy And Seany B Light Up Christmas At Hit Network
  • Media

Jimmy & Nath, Hamish & Andy And Seany B Light Up Christmas At Hit Network

The Hit Network has announced its summer line-up for 2023, kicking off on Monday, 4 December, featuring The Jimmy & Nath Show, Hamish & Andy podcast, Nights with Seany B and special return celebrations for Christmas Day and New Year’s Eve. Hit’s cheeky radio duo Jimmy Smith and Nath Roye of The Jimmy & Nath […]

AFFINITY Launches Worley Rebrand As A Force In Sustainability
  • Marketing

AFFINITY Launches Worley Rebrand As A Force In Sustainability

Full-service CX, media and advertising agency AFFINITY has completed an 18-month-long global rebranding for ASX-listed engineering powerhouse Worley. The rebrand reflects Worley’s commitment towards being a leading force in sustainable change. Worley, a global provider of professional services in the energy, chemicals and resources sectors working across six continents, has set out on a significant […]

R.M Williams Unveils “The Mark Of An Icon” Installation To Celebrate Opening Of New George St Store
  • Advertising

R.M Williams Unveils “The Mark Of An Icon” Installation To Celebrate Opening Of New George St Store

Highlighting its craft and a world-class shopping experience, Australia’s favourite heritage brand R.M.Williams has announced a consumer competition to celebrate the opening of its new national flagship store at 345 George St. Sydney. Launching on 1 December in line with the new store opening, ‘If The Boot Fits’ invites brand lovers and new customers alike […]