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Piper Jaffray Survey of 6,200 Teens Indicates Optimistic Economic Views

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Piper Jaffray Companies (NYSE:PJC) , a leading investment bank and asset management firm, has completed its 29th semi-annual Taking Stock With Teens research survey, which highlights spending trends amongst 6,200 U.S. teens.

Since the survey’s inception, Piper Jaffray has surveyed approximately 120,000 teens and collected nearly 32 million data points on teen spending in fashion, beauty and personal care, digital media, food, gaming and entertainment.

Teens in this spring’s survey exhibited stronger views of economic improvement with females slightly less optimistic than their male counterparts. Even unemployed teens reflected consistently optimistic economic views to their employed friends, albeit not as strongly positive.

Other key findings from the survey include:

  • Teens directly command $75 billion of discretionary spending, but largely as a result of the 2008 recession, teens have become budget-conscious value seekers
  • 35% of teens are employed part-time, compared to 33% in the 2014 spring survey
  • Teen wallets continue to shift from possession-based categories like fashion toward “shareworthy” experiences such as events or dining out
  • Teens increasingly prefer to shop online rather than in-store; however, they continue to prefer sites with physical locations over eTailers
  • Athletic-leisure, preppy, leggings and jogging pants are among the top teen fashion trends
  • Most preferred brands include Ralph Lauren, Nike, Lululemon, Victoria’s Secret, Vineyard Vines, UGG Australia and Timberland
  • Michael Kors remains the No. 1 preferred handbag brand, eclipsing Coach’s peak share in 2012
  • MAC is the top preferred cosmetic brand among teen females across all income sets for the first time in the survey’s history
  • Teens who spend above-average on beauty prefer customer reviews over product selection as a top factor in online purchasing decisions
  • 36% anticipate playing more video games in 2015-the highest intention to play more games in the survey in at least four years
  • Apple cracks the top 10 of teen watch preferences for the first time in the survey’s history

For an infographic and more information regarding the survey, please visit www.piperjaffray.com/teens.

About the Survey
The Taking Stock With Teens survey is a semi-annual research project comprised of gathering input from approximately 6,200 teens with an average age of 16.3 years. Teen spending patterns, fashion trends, and brand and media preferences were assessed through visits to a geographically diverse subset of high schools across the U.S.

About Piper Jaffray
Piper Jaffray Companies (NYSE:PJC) is an investment bank and asset management firm headquartered in Minneapolis with offices across the U.S. and in London, Hong Kong* and Zurich. Securities brokerage and investment banking services are offered in the United States through Piper Jaffray & Co., member NYSE and SIPC, and in Europe through Piper Jaffray Ltd., authorized and regulated by the Financial Conduct Authority. Asset management products and services are offered through three separate investment advisory affiliates registered with the U.S. Securities and Exchange Commission: Advisory Research Inc., Piper Jaffray Investment Management LLC and PJC Capital Partners LLC.

Piper Jaffray does and seeks to do business with companies covered in its research reports. As a result, investors should be aware that the firm may have a conflict of interest that could affect the objectivity of this report. Investors should consider this report as only a single factor in making their investment decisions. This report should be read in conjunction with important disclosure information, including an attestation under Regulation Analyst Certification, found at: www.piperjaffray.com/researchdisclosures.

* License pending

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