Spring survey on US teenagers' consumer behavior! 53% prefer to shop on Amazon

It is learned that on April 6, consumer research firm Piper Sandler released the results of its 2022 Spring Survey on U.S. Youth Consumer Behavior. The agency surveyed 7,100 American teenagers with an average age of 16.2 from February 16 to March 22, and analyzed their consumption patterns and brand preferences.

The report shows that the "self-reported" spending of American teenagers increased to $2,367, up 4% from the previous month and 9% from the previous year, of which parents paid for 60%, compared with 61% last fall. Female consumers continued to lead the spending growth, with all female spending increasing by 9% year-on-year, clothing increasing by 15% and footwear increasing by 16%;

Consumption Preferences

Food is the largest consumer expenditure item for teenagers at 22%, up from 21% in the fall of 2021.

Teens spend 7% of their shopping time on second-hand items, 46% have purchased second-hand items, and 56% have sold second-hand items.

Beauty product spending (makeup, skin care, perfume) was $264 per year, up 10% year-over-year, with perfume spending growing the fastest (up 33% year-over-year).

Skin care products are the most expensive beauty products for teenagers, with an average of $107, followed by makeup at $94 and hair care at $90. 88% of female consumers are willing to pay more for cleaning products.

Brand Preference and Ranking

53% of teens ranked Amazon as their number one favorite e-commerce site, but Amazon’s share among high-income women fell year-over-year from 47% to 35%.

Nike is the favorite apparel brand among teens, with LULU growing 300 basis points year-over-year, and Nike is also the number one footwear brand in terms of spending, with a year-over-year growth of 400 basis points.

Sports brands account for 44% of teenagers’ favorite clothing brands.

Crocs moved up from the 8th preferred footwear brand to the 6th, while HeyDude made the top 10 for the second time in a row.

Vans lost 400 basis points of share as the most popular footwear brand and 600 basis points of share among upper-income teens.

Elf became the number one cosmetics brand of choice for all teenagers for the first time, increasing by 300 basis points year-on-year and replacing Maybelline.

Ulta remained the top preferred beauty brand with 48% market share (46% LY), while Sephora retained second place and lost 400 basis points of share.

Olaplex is the number one hair care brand of choice for women.

Social Platforms

TikTok became the most popular social media platform (33% share), surpassing Snapchat (31%) for the first time.

Instagram again came in third (22%).

Editor ✎ Xiao Zhu/

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