Snapchat is the preferred social media platform for US teenagers. That’s one of the key findings of Piper Jaffray’s latest Taking Stock With Teens study, which the firm carries out twice-yearly.
For this latest study, the investment bank and asset management firm polled 6,100 teenagers with an average age of 16, across 44 US states. The study found that 47 per cent of respondents use Snapchat, a 12 per cent increase on the year-ago results. When asked about their favourite website, 49 per cent of respondents cited Amazon, a 9 per cent year-on-year increase. Only 35 per cent of respondents said they listen to Pandora radio. This is significantly down on last year (49 per cent) as on-demand services such as Spotify, YouTube and Apple Music grow in popularity.’
82 per cent of teenagers said they expect their next phone to be an iPhone. This is a slight increase from 81 per cent in spring 2017, and the highest figure seen since Piper Jaffray started running the study 17 years ago.
On the clothing front, Nike, Ralph Lauren, Steve Madden, UGG (Deckers), Fossil and Michael Kors saw the largest declines in popularity among major brands.
Join us at the 2017 Effective Mobile Marketing Awards Ceremony, taking place in London on Thursday 16 November, to mix with the industry's best and brightest, and raise a glass to the year's best campaigns and solutions. To find out more, and to book your place, click here.