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A to Gen Z: Survey Reveals Teen Preferences

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Piper Jaffray has, like, literally released its 36th semi-annual study of U.S. teens.

Surveying 8,600 Gen Z-ers, the study found Instagram to be the most widely used social media platform, edging out Snapchat. Facebook, meanwhile, continued to see declines.

When it comes to spending—which declined overall—food remains the top priority. Male teens continue to allocate more funds to video games, while female teens are spending less on fashion and accessories and more on personal care. And, unsurprisingly, online beat out department stores and legacy formats when it comes to the preferred shopping destination.

Other key findings:

  • Overall spending is up 1% vs. fall 2017, but down 5% from spring 2018
  • 45% of teens say “brand” is most important in making a purchase, vs. 33% six years ago
  • Beauty spending is flat year to year; MAC declined further, while Ulta saw gains
  • Amazon was the number one preferred website for teens to purchase from

Top Beauty Destinations

  1. Sephora
  2. Ulta
  3. Walmart
  4. Target
  5. CVS

Top Cosmetics Brands

  1. Tarte
  2. Too Faced
  3. MAC
  4. Maybelline
  5. Anastasia Beverley Hills