Survey on U.S. teen consumer behavior: 53% prefer shopping on Amazon

Consumer research firm Piper Sandler surveyed 7,100 American teenagers with an average age of 16.2 between February 16 and March 22, analyzing their consumption patterns and brand preferences .

On April 6, the agency released the results of its 2022 Spring Survey on U.S. Youth Consumer Behavior .

The survey results show that 53% of American teenagers prefer to shop on Amazon , but Amazon's share among high-income women has dropped from 47% to 35%.

Consumer Behavior

Spending by U.S. teens increased to $2,367, up 4% from the previous month and 9% from the previous year; parents contributed 60% of spending by U.S. teens , compared to 61% last fall .

There was a significant increase in women's consumer spending , with all women's spending increasing by 9% year-on-year , including a 15% increase in women's clothing spending and a 16% increase in footwear spending .

Food became the largest consumer expenditure item for American teenagers with a share of 22% , up from 21% in the fall of 2021.

When it comes to second-hand goods , American teenagers spend 7% of their shopping time on second-hand goods; 46% of American teenagers have purchased second-hand goods, and 56% of American teenagers have sold second-hand goods.

In terms of beauty products, American teenagers spend $264 per year on cosmetics, skin care products, and perfumes , a year-on-year increase of 10%.

Skin care products had the highest spending at $107, followed by makeup at $94 and hair care at $90.

Brand Preference

In terms of brand preference, Nike is the most popular brand among American teenagers , with LULU growing 3% year-on-year ; at the same time, Nike is still the number one footwear brand - growing 4% year-on-year .

In the category of American teenagers' favorite clothing brands , sports brand mindshare accounts for 44%.

In terms of preferred footwear brands , Crocs moved up from No. 8 to No. 6, while Hey Dude made the top 10 for the second time in a row.

elf replaced Maybelline with a 3% advantage and became the number one cosmetics brand of choice for all American teenagers for the first time .

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

When it comes to dining , Chick-Fil-A is the top restaurant choice for American teenagers , with Starbucks ranking second with an 11% share.

Social Platforms

TikTok has become the most popular social media platform among American teenagers with a share of 33% , Snapchat has 31% , and Instagram once again ranks third with a share of 22% .

From the above survey data, it can be seen that American teenagers have gained more power in consumption decision-making. They have begun to form an independent consumer market. Sellers should also focus on this special consumer group of teenagers.

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American Teenagers’ Consumer Behavior