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Vans, Lululemon, Amazon are Most Popular Among Teens, Report Finds

Overall teen spending is up 6 percent from the fall of 2018 and up 1 percent from a year ago, according to the new teen survey from Piper Jaffray.

Piper’s 37th semi-annual “Taking Stock of Teens Survey,” released Monday surveyed 8,000 Gen Z teens in the U.S. And while athletic brands remain strong among their category choices, Vans and Lululemon were particularly top-of-mind for many in the Gen Z cohort.

Interestingly, the young shoppers named Snapchat as their favorite social media platform, but it was Instagram they used the most. And half of all teens said Amazon was their preferred shopping website, up from 44 percent in spring 2018.

The average age of the respondents in the study is 16, and these Gen Z consumers contribute roughly $830 billion to U.S. retail sales annually and represent an influential consumer group “where wallet size and allocation provide a proxy for category interest,” Piper said.

“Our Spring Teen Survey further validated several characteristics of this digitally-native demographic; 83 percent of teens have an iPhone, 50 percent claim Amazon as their favorite website and video game consumption hit an all-time high in our survey,” Piper Jaffray senior research analyst Erin Murphy, said.

The results also indicated that fashion continues to be more casual-focused, and that footwear is gaining wallet share.

In addition to Vans and Lululemon garnering peak share in the survey, in the beauty category, Ulta is now the No. 1 preferred destination, unseating Sephora for the first time. Ninety percent of female teens preferred shopping for beauty in-store versus online, but they get their tips from influencers like Kylie Jenner and James Charles.

As for sites, Fashion Nova steps into the top five for females, while responses from the males moved StockX up to the ninth spot. As for top category for spending, food topped the list at 23 percent for males, while apparel, at 25 percent, was No. 1 for females.

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