Consumer research firm Piper Sandler surveyed 7,100 American teenagers with an average age of 16.2 between February 16 and March 22, analyzing their consumption patterns and brand preferences .
On April 6, the agency released the results of its 2022 Spring Survey on U.S. Youth Consumer Behavior .
The survey results show that 53% of American teenagers prefer to shop on Amazon , but Amazon's share among high-income women has dropped from 47% to 35%.
Consumer Behavior
Spending by U.S. teens increased to $2,367, up 4% from the previous month and 9% from the previous year; parents contributed 60% of spending by U.S. teens , compared to 61% last fall .
There was a significant increase in women's consumer spending , with all women's spending increasing by 9% year-on-year , including a 15% increase in women's clothing spending and a 16% increase in footwear spending .
Food became the largest consumer expenditure item for American teenagers with a share of 22% , up from 21% in the fall of 2021.
When it comes to second-hand goods , American teenagers spend 7% of their shopping time on second-hand goods; 46% of American teenagers have purchased second-hand goods, and 56% of American teenagers have sold second-hand goods.
In terms of beauty products, American teenagers spend $264 per year on cosmetics, skin care products, and perfumes , a year-on-year increase of 10%.
Skin care products had the highest spending at $107, followed by makeup at $94 and hair care at $90.
Brand Preference
In terms of brand preference, Nike is the most popular brand among American teenagers , with LULU growing 3% year-on-year ; at the same time, Nike is still the number one footwear brand - growing 4% year-on-year .
In the category of American teenagers' favorite clothing brands , sports brand mindshare accounts for 44%.
In terms of preferred footwear brands , Crocs moved up from No. 8 to No. 6, while Hey Dude made the top 10 for the second time in a row.
elf replaced Maybelline with a 3% advantage and became the number one cosmetics brand of choice for all American teenagers for the first time .
Olaplex is the number one hair care brand of choice for women.
When it comes to dining , Chick-Fil-A is the top restaurant choice for American teenagers , with Starbucks ranking second with an 11% share.
Social Platforms
TikTok has become the most popular social media platform among American teenagers with a share of 33% , Snapchat has 31% , and Instagram once again ranks third with a share of 22% .
From the above survey data, it can be seen that American teenagers have gained more power in consumption decision-making. They have begun to form an independent consumer market. Sellers should also focus on this special consumer group of teenagers. Amazon US American Teenagers’ Consumer Behavior |
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