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American Youth Consumption Report: Girls Prefer To Go To Physical Stores To Buy Makeup
Nov 14, 2018

A few days ago, US investment bank and asset management firm Piper Jaffray released the fall 2018 edition (36th edition) of the American Youth consumption Research report (Taking Stock WithTeens). Taking Stock With Teens, a research project that Piper Jaffray has been conducting semi-annually since 2001. The report brings together information on the shopping habits and brand preferences of 8600 teenage consumers in 47 states. The average age of the teens was 16, the average family income was $68300, and the ratio of boys to girls was 56: 44.

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According to the report, total youth consumption rose 1 percent in the autumn of 2018 compared with the autumn of 2017, but dropped by 5 percent compared with the spring of 2018, with food and beverage consumption still accounting for the largest proportion of youth consumption, at about 24 percent. In the Spring 2018 report on Adolescent consumption, Piper Jaffray identified street clothing and nostalgia as key trends in the future. Now senior research analysts at PiperJaffray say the trend has continued into the second half of the year: "Adolescent spending on video games and restaurants continues to rise, and teenage women spend more than three times as much on makeup as accessories. As far as fashion is concerned, we are seeing sports trend brands, led by Vans,Supreme,Tommy Hilfiger, Adidas and classic brands in the 1990s, beginning to enter a strong brand cycle. "

Fashion: makeup & Costume & shoes the report shows that the proportion of female teenagers spending on accessories has fallen below 5 percent to a record low. The study found that female teenagers shifted their spending from fashion accessories to beauty care. The Tarte brand was the most popular in all respondents, with 13%, followed by Too Faced (9%), MAC and Maybelline (Maybelline), with the same 7% share.

In addition, the study found that 91% of female teenagers prefer to go to physical stores to buy makeup products. According to the list of the most popular beauty retailers, Sephora (Sephora) and Ulta finished first with the same 34 percent share, followed by Walmart and Target, at 9 percent and 8 percent, respectively. The report also points to the importance of brands to teenage consumers, with 45 percent of respondents saying "brand" is the most important factor in their shopping, up from 33 six years ago.

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