American teenagers now spend more time watching video on Netflix and YouTube than watching traditional cable television, according to recent research from Piper Jaffray.
The semi-annual Taking Stock With Teens report was based on data from a survey of 6,500 high school teenagers (average age 16.5 years) across the United States. Respondents were surveyed about their spending patterns, brand affinities, and media preferences.
Respondents say they spend 61% of their video viewing time watching Netflix and YouTube (38% on Netflix, 23% on YouTube, on average).
Teens say they spend just 26% of their video viewing time watching cable television, on average.
The two categories that exceed male teen spending on video games (13% of total spend, on average) are food (20%) and clothing (15%).
The most popular fashion brands with teens are Nike (clothing, footwear), Michael Kors (handbags), and MAC (beauty). Females spend 2X more on apparel, on average, than do males.
Amazon is, by far, teens' favorite shopping website.
Starbucks is the most popular food/drink chain with teens (14% cite it as their favorite), followed by Chipotle (9%) and chick-fil-A (7%).
About the research: The report was based on data from a survey of 6,500 teenagers (average age 16.5 years) who attend high schools across the United States.
