American teenagers now spend more time watching video on Netflix and YouTube than watching traditional cable television, according to recent research from Piper Jaffray.
The semi-annual Taking Stock With Teens report was based on data from a survey of 6,500 high school teenagers (average age 16.5 years) across the United States. Respondents were surveyed about their spending patterns, brand affinities, and media preferences.
Respondents say they spend 61% of their video viewing time watching Netflix and YouTube (38% on Netflix, 23% on YouTube, on average).
Teens say they spend just 26% of their video viewing time watching cable television, on average.
The two categories that exceed male teen spending on video games (13% of total spend, on average) are food (20%) and clothing (15%).
The most popular fashion brands with teens are Nike (clothing, footwear), Michael Kors (handbags), and MAC (beauty). Females spend 2X more on apparel, on average, than do males.
Amazon is, by far, teens' favorite shopping website.
Starbucks is the most popular food/drink chain with teens (14% cite it as their favorite), followed by Chipotle (9%) and chick-fil-A (7%).
About the research: The report was based on data from a survey of 6,500 teenagers (average age 16.5 years) who attend high schools across the United States.
Enter your email address to keep reading ...
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
Customer Behavior Articles
You may like these other MarketingProfs articles related to Customer Behavior:
- The Role of Authenticity in the Online Path to Purchase [Infographic]
- How Americans Feel About Artificial Intelligence
- What B2B Buyers Want From Vendor Chatbots
- The Tech Habits of Americans Age 50+
- The Factors That Most Influence Buyers of B2B Services
- How to Build Marketing Automation Campaigns That Prompt Desired Behaviors From Your Leads