Piper Jaffray (www.piperjaffray.com) as completed its 28th semi-annual Taking Stock With Teens market research project, which indicates increased spending across categories despite decreased optimism about the economy. Apple remains the top consumer electronics brand for teens.
Sixty-seven percent own iPhones, up 6% from spring 2014. Seventy-three percent of teens expect their next phone to be an iPhone.
"Our fall 2014 survey results indicate teens continue to diversify their tastes through discovery of emerging brands and multi-brand experimentation, even as their views of the economy worsen," says Steph Wissink, co-director of research and senior research analyst at Piper Jaffray. "We also observe trends that indicate teens use social media, mainly Instagram, to create their own unique personal brands and seek peer affirmation. Millennials continue to be early adopters of change who use...| Read more »