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Data: Teens & Beauty

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The kids love Ulta, Amazon, Tarte and Snapchat.

Piper Jaffray & Co. recently interviewed 8,000 teenagers (average age: 16.3 years old) in 47 U.S. states to uncover the habits of Gen Z shoppers. The teens surveyed—of which 54% were male and 46% femalea—had an average household income of $67,700, slightly higher than the 2015 Census Bureau’s finding that average U.S. income totaled $56,516.

Brand Favorites

Piper Jaffray’s data revealed the surveyed teens’ favorite makeup brands:

  • Tarte: 11%
  • Too Faced: 8%
  • MAC: 7%
  • Morphe: 7%
  • Maybelline: 6%

Retail Favorites

When it came to e-commerce preferences, teens focused primarily on fashion, with Amazon standing out as the clear frontrunner:

  • Amazon: 50%
  • Nike: 5%
  • Urban Outfitters: 4%
  • American Eagle: 3%
  • Fashion Nova: 2%

For beauty specifically, the results are fairly predictable, with a notable ascendancy by Ulta:

  • Ulta: 33%
  • Sephora: 31%
  • Walmart: 8%
  • Target: 6%
  • Amazon: 4%

Influencers

The surveyed teens’ favorite celebrity was Selena Gomez, while respondents ranked their favorite social media outlets as follows:

  • Snapchat 41%
  • Instagram 35%
  • Facebook 6%
  • Twitter: 6%
  • Pinterest: 1%

As for where teens are watching video, Netflix has edged out YouTube for the top spot:

  • Netflix: 37%
  • YouTube: 32%
  • Cable TV: 14%
  • Hulu: 7%
  • Other streaming services: 7%

Footnotes

According to Piper Jaffray, all but 6% of surveyed teens preferred conventional pronouns (he/she), with the remainder identifying as "they" or "other."

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