Understanding your teen’s ‘social’ market to build your long-term customer base
Millennials. Teens. Pre-Teens. The future buying powers. Today’s youth is spending more to acquire the latest trends, with convenient online access, and shopping habits being instilled at a much younger age. .
Competition is fierce to be in the latest, and teens are bombarded with ads via social media every minute.
According to a recent survey from Piper Jaffray, Snapchat and Instagram are the favorite social networks of teenagers in the United States. The Fall 2017 Taking Stock With Teens report is part of a semi-annual research project based on data from a survey of 6,100 teens in the United States. The respondents’ average age is 16.
Some 47% of respondents say Snapchat is their favorite social network, and 24% say Instagram is their favorite social network. Only 9% of US teens say Facebook is their favorite social network.
And surprisingly, video on Netflix (37%), bested YouTube (29%) for daily viewing.
From Piper Jaffray:
Technology Spending & Behavior
• Snapchat is the preferred social media platform for 47% of teens using the platform – up 12% year-over-year.
• 82% of teens expect their next phone to be an iPhone, which is up from 81% in spring 2017, and more importantly, the highest we have ever seen in our survey.
• Teens who expect >50% of their future video games to be digitally downloaded increased to 50% from 45% in spring 2017 and 37% from two years ago.
• Streaming continues to gain teen video share as preference for linear TV declined 2% since last fall.
• Only 35% of teens listen to Pandora radio versus 49% last year as on-demand services such as Spotify, YouTube and Apple Music continue to gain share.
• 23% of teens prefer to shop specialty retailers, which is down 3% year-over-year, while pure-play e-com tied its spring 2017 peak at 17% – up 2% year-over-year.
• Teens increasingly prefer Amazon as their favorite website at 49% share – up 9% year-over-year.