MINNEAPOLIS: Almost half (47%) of American teenagers regard Snapchat as their favourite social media platform, or almost twice as many as those who prefer Instagram (24%), a new survey has revealed.
That is according to Piper Jaffray, the investment firm, which has been tracking the spending habits and preferences of US teens since 2001 and reports its findings twice a year.
Its latest Taking Stock With Teens report is based on responses from 6,100 teens across 44 states and found Facebook (9%), Twitter (7%) and Pinterest (1%) lagging behind image-sharing apps Snapchat and Instagram in terms of social media popularity.
Streaming continues to gain video share among US teens, especially Netflix (37%), as demand for linear TV declined 2% since the same time last year – although other popular video channels include YouTube (29%) and cable TV (22%).
And in terms of devices, 82% of teens expect their next phone to be an iPhone, up from 81% in the spring survey, representing the highest proportion Piper Jaffray has even seen.
Meanwhile, on-demand music sites like Spotify, YouTube and Apple Music are gaining share among teens, only 35% of whom now listen to Pandora radio compared with almost half (49%) last year.
Turning to their shopping habits, half (49%) of all teens report that Amazon is their favourite shopping website, which is way ahead of Nike (6%), American Eagle (5%), eBay (3%) and Forever 21 (2%).
Nike emerges as the top clothing brand for about a quarter (23%) of teens, who also like American Eagle (11%), Adidas, Forever 21 and Hollister (4% each), but Nike’s market share has fallen along with some other leading brands, such as Ralph Lauren and Michael Kors.
There is better news for Starbucks, the coffee chain, which remains the favourite restaurant brand for both upper-income teens (11%) and those on average incomes (12%).
Other popular restaurants for both income tiers include Chick-fil-A and McDonald’s, although 8% of upper-income teens like to dine at Chipotle, the Mexican-style grill.
Finally, Piper Jaffray reported that overall teen spending is down 4.4% since the same period last year, while the contribution parents make to teen spend stands at 67%.
Sourced from Piper Jaffray; additional content by WARC staff