Piper Jaffray Companies, an investment bank and asset management firm, has announced the results of its 30th semi-annual "Taking Stocks With Teens" survey, which highlights spending trends and brand preferences among 9,400 U.S. teens across 46 U.S. states. Not surprisingly, Apple remains a popular brand.
Sixty-seven percent of surveyed teens own an iPhone, up from 66 percent in the spring survey. Also, 74 percent of teens expect their next phone to be an iPhone vs. 72 percent in the spring survey.
Apple also dominated the headphone scene. When asked which brand of headphones they planned to buy next, 44.2 percent of teens said they planned to get Beats, up from 41.9 percent in the spring and 43.7 percent in fall 2014. Apple ranked second with 31.7 percent, up from 31.2 percent in the spring and 29.8 percent last fall. Between Apple and Beats, which Apple bought last year , the headphone brands accounted for 75.9 percent of teen purchase intent.
On the down side, only eight percent of teens surveyed plan to buy an Apple Watch compared to 11 percent in the spring and 16 percent in the fall 2014 survey. Other results form Piper Jaffray's survey are:
Amazon increased mindshare to 38 percent of the overall votes as a preferred website. Furthermore, Amazon Prime membership expanded 400 basis points versus just six months ago.
Teens are spending more time on Netflix and YouTube as opposed to traditional TV; the amount of time they spend on these websites combined equates to 59 percent versus traditional TV at 29 percent.
The most anticipated movies this year among teens are: 1) Hunger Games: Mockingbird, Part 2; 2) Star Wars, The Force Awakens; and 3) Divergent: Allegiant, Part 1.
In music, broadcast radio continues to cede share to streaming, and Spotify is gaining on Pandora.
Seventy-three percent of participants anticipate buying a next-generation gaming console or already own one, which is up six percent over last year—a faster uptake over previous cycles.