May 20, 2022

Survey Findings: Piper Jaffray Completes 38th Semi-Annual Generation Z Survey of 9,500 U.S. Teens About Brands and Discretionary Spending

From Piper Jaffray:

Piper Jaffray Companies, an investment bank and institutional securities firm, completed its 38th semi-annual Taking Stock With Teens® survey, which highlights discretionary spending trends and brand preferences from 9,500 teens across 42 U.S. states with an average age of 15.8 years. Generation Z, which contributes approximately $830 billion to U.S. retail sales annually*, represents an influential consumer group where wallet size and allocation provide a proxy for category interest.

Fall 2019 Key Findings

Spending & Shopping Behavior

  • Food continues to be male teens’ No. 1 spending category (23%), clothing is female teens’ No. 1 wallet share (27%)
  • Amazon holds majority of online shopping mindshare at 52% —13x higher than the No. 2 ranking, Nike
  • 91% of female teens preferred shopping for beauty in-store vs. online —consistent with historic trend
  • 89% of female teens use online influencers as a source of discovery for beauty brands and trends —Kylie Jenner ranks No. 2 “top influencer” and is the only beauty influencer in the top 10 this Fall
  • Female teens indicated they spend an average of $90/year on handbags — a new survey low and compares to peak spending of $197/year (Spring 2006)

Brand Preferences

  • 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
  • Chick-fil-A remains No. 1 restaurant for 4 surveys; Starbucks retains double-digit share
  • lululemon hits all-time survey high (No. 7 preferred athletic apparel brand vs. No. 11 in Fall 2018)
  • Ulta maintains No. 1 preferred beauty destination against Sephora for second survey in a row
  • Teens spend 37% of their daily video consumption on YouTube, ahead of Netflix at 35%
  • European luxury brands account for 30% of mindshare among preferred handbag brands (Louis Vuitton, Gucci, Chanel)
  • iPhone ownership remains at 83%, 86% of teens expect an iPhone to be their next phone

Survey Homepage (Register for Full Text)

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About Gary Price

Gary Price ( is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. Before launching INFOdocket, Price and Shirl Kennedy were the founders and senior editors at ResourceShelf and DocuTicker for 10 years. From 2006-2009 he was Director of Online Information Services at, and is currently a contributing editor at Search Engine Land.