The Average Annual Consumption Expenditure Of Us Teenagers Is US $2600. Amazon Ranks First.

The report shows that American teenagers are spending more time online shopping, and spend less time in department stores and specialty stores, but Amazon is now their favorite online shopping website.

According to a survey of about 8000 young Americans by Piper Jaffray, an investment bank and Asset Management Co, it is estimated that the total expenditure (online and offline) of American teenagers (13 to 19 years old) exceeded US $77 billion in 2018.

The average annual expenditure for youth groups was $2600, an increase of 1% over last year, 6% higher than in the autumn of 2018.

Of the surveyed teenagers, 50% thought Amazon was their favorite retail website, which accounted for 44% of the 47% in the fall of 2018 and 44% in the spring.

The second ranking website is nike.com, with nearly 5% of adolescents choosing the same data as autumn 2018, a percentage point lower than that in spring 2018.

Mike Olson, senior research analyst at Piper Jaffray, said youth groups' love for Amazon (ranked first among the top 1000 Internet retailers in 2018) was partly attributed to the widespread distribution of Prime members.

According to Consumer Intelligence Research Partners estimates, as of December 2018, Amazon has 101 million Prime members in the United States.

The Piper Jaffray survey showed that the adoption rate of Prime members was 76%, higher than that of 70% in spring 2018.

Olson explains that Amazon Prime's high adoption rate is only part of why Amazon is so popular among American teenagers.

It said: "Teenagers' preference for Amazon is due to their parents' Prime members, but this is not the only factor.

For example, if Amazon does not have the required inventory or products, or the price is not competitive, teenagers will not list it as the most popular online shopping website, even if their parents are Prime members.

The majority of high-income families (average household income of $105900) are shopping online.

By the spring of 2019, 91% of men and 89% of women were shopping on the Internet.

In the survey of Piper Jaffray, these data reached a historical peak.

About 2000 respondents belong to high-income groups.

There is no data on average income families (average $55000 a year).

At the same time, high-income teenagers spend more time online shopping, while less time shopping in department stores and specialty stores.

The youth group said that they spent 24% of their shopping time online and spent 37% of their time in department stores and specialty stores.

In the spring of 2018, the corresponding data of the two groups were 19% and 38% respectively.

Although Amazon is the main online retail website, Piper Jaffray found that its brand website is popular with "sports shoes fans" - 31% of male teenagers and 22% of female teenagers call themselves sports shoes enthusiasts.

In this group, 64% of the male teenager shoppers and 84% of the female teenager shoppers prefer to get the sneakers information directly from the sports shoes brand website.

The group has 8 pairs of sneakers per year and 8 pairs of sneakers.

More than 30% of sports shoes enthusiasts buy new sports shoes every month.

Piper Jaffray, general manager and senior research analyst Erinn Murphy, said Nike and Adidas and other sports shoe brands continue to expand sales through direct contact with consumers.

In response, sports shoe enthusiasts will consult the brand directly.

Murphy said that the trend of sports shoe lovers visiting brand websites is traceable.

She pointed out that Nike website has a membership base of about 100 million American consumers, and usually releases its best products on its website or mobile apps (such as SNKRS).

"If sports fans want new products or market cutting-edge messages, they usually start with brand websites, because retail websites may not have these resources."

Other noteworthy findings in the survey include:

-80%'s female teenagers use net red as the source of beauty brand and trend discovery, an increase of 900% over the same period.

The iPhone rate of youth groups rose to 83%, the highest in the survey.

In addition, 86% of teenagers say their next cell phone will be iPhone, which is comparable to that of autumn 2018.

The ownership of smart watches increased to 27% from 21% last autumn.

However, the purchase intention of Apple watches decreased slightly, while 22% planned to buy Apple watches in the next six months, while the autumn 2018 data was 23%.

Author: Guo Huiwen