这些品牌是00后的最爱

青少年已经表态，这些品牌是2017年春季的最爱。

耐克仍然是服装与鞋类顶尖品牌，阿迪达斯悄悄酝酿卷土重来。Snapchat在青少年心目中仍是头号社交网络，不过Facebook的衰退并没有分析师预计中严重。Chick-fil-A已经上位，和星巴克同为青少年最青睐的餐厅。

在最新版青少年消费研究报告Taking Stock With Teens中，投资机构Piper Jaffray的分析师调查了5500名平均年龄16岁、平均家庭收入6.61万美元的美国少年，发现了两大消费趋势。

一是自2014年秋季以来，美国青少年的消费逐步下降；二是青少年的消费越发在意体验。

食物是青少年开支最多的单类商品，占消费总额的24%，其次是占比19%的服装。十年前情况恰恰相反，当时青少年消费最多的是服装。

连锁餐厅星巴克显然是赢家，至少过去七年都是青少年的用餐首选。Chick-fil-A则实现了质的飞跃，一举超越了墨西哥风味快餐Chipotle、老牌快餐连锁巨头麦当劳和意大利餐厅Olive Garden等等，跻身青少年喜爱的餐饮公司。

Piper Jaffray的分析师注意到，和Olive Garden等全服务餐厅相比，青少年越来越偏爱提供有限服务的餐馆，这种趋势大概是从2009年春季开始的。

毫不奇怪，青少年逛购物中心持续减少，越来越多的时间用来网购，亚马逊现在是青少年首选的线上零售商。耐克依然是青少年最中意的服装品牌，紧随其后的是American Eagle和Forever 21。分析师指出，虽然阿迪达斯在鞋类和服装的排名都落后于耐克，但最近排名上升速度加快。

十年前形势大不相同。当时青少年最喜欢的是美国奢侈品牌Abercrombie & Fitch副品牌Hollister。近年来Abercrombie & Fitch销售额持续下滑，正竭力重新争取青少年顾客的心。

在社交媒体方面，Snapchat仍旧称霸，81%的受访青少年表示上月使用了该公司的应用，79%的受访者视之为排名前三的社交平台。

有趣的是，Piper Jaffray的分析师发现，Facebook的问题没有华尔街担心的严重。虽然业内竞争激烈，但Facebook在青少年最爱社交媒体的排名榜上止住了下滑势头，Facebook旗下的Instagram依旧深受青少年喜爱，仅次于Snapchat。

“我们认为，这些数据对Facebook是利好，因为一直有人说Snapchat导致其用户持续流失，让Facebook很苦恼。”Piper Jaffray的分析师在报告中写道。

和Snapchat、Twitter以及Facebook相比，青少年更爱通过Instagram和堪称复古的传统通讯方式电邮了解零售商的新产品和促销信息。这一发现对社交媒体平台商业化的能力有重要影响。

Piper Jaffray 的分析师山姆·坎普在报告中指出：“我们很看好Instagram，网页广告量，提升广告点击率和转化率都还能提升。”

坎普给予Snapchat的开发商Snap中性评级，认为市场可能高估了该公司的变现能力，同时“Facebook、Messenger和Instagram具备强大的分流能力”也有可能施加“负面影响”。

最后，iPhone在青少年智能手机市场仍是王者，81%的受访青少年预计下一部手机会选择iPhone，创下Piper Jaffray历来调查的最高比例。（财富中文网）

译者：Pessy

审稿：夏林

Teenagers have spoken, and here’s what’s cool as of spring 2017:

Nike is still the top clothing and shoe brand, but Adidas is quietly staging a comeback. Snapchat remains the top social network for teens' attention, but Facebook’s decline may not be as dramatic as some analysts had predicted. And Chick-fil-A has joined Starbucks at the top of teens' preferred restaurants.

In the latest “Taking Stock With Teens” report, analysts at investment firm Piper Jaffray surveyed 5,500 teens with an average age of 16 and average household income of $66,100. They found two key trends.

First, teen spending has been falling gradually since fall 2014; second, teens are shifting their spending toward experiences.

Food is now the single largest category for teenagers’ wallets, accounting for 24% of their spending, followed by clothing, which accounts for 19%. Ten years ago, the exact opposite was the case, with teens spending the larger share on clothes.

The clear winners here are Starbucks, which has remained teens’ top restaurant choice for at the least the last seven years, and Chick-fil-A, which has recently leapfrogged Chipotle, McDonald's and Olive Garden among the favorite eateries.

Teens are increasingly showing a preference for limited-service restaurants, versus full-service eateries like Olive Garden—a trend that goes back to at least spring 2009, Piper Jaffray’s analysts noted.

Not surprisingly, time spent at the mall has been declining, whereas online shopping has been growing, with Amazon now ranking as teens' top online retailer. Nike remains the favorite clothing brand, with American Eagle and Forever 21 next in line. Analysts noted that although Adidas lags behind Nike on both footwear and clothing, it’s recently been climbing the rankings at a faster pace.

A decade ago, this picture looked a lot different, with teens preferring Hollister, a subsidiary of Abercrombie & Fitch, as their top clothing brand. The retailer has struggled to make a comeback amid declining sales in recent years.

Meanwhile, Snapchat remains the king when it comes to social media, with 81% of teens indicating they used the app in the last month, and 79% naming it as a top three social platform.

Interestingly, however, Piper Jaffray’s analysts note the story for Facebook isn’t as dire as many on Wall Street had feared. Despite heavy competition, declines in Facebook’s level of engagement among teens has stalled, and Instagram, which is owned by Facebook, continues to be a close number two to Snapchat.

“We believe that this data is most positive for Facebook as it conflicts with the belief that Snapchat is causing continual declines in usage,” Piper Jaffray’s analysts said in the report.

Instagram and even good old-fashioned email outranked Snapchat, Twitter, and Facebook as teens’ preferred channel to hear about new products and promotions from retailers—a finding has important implications for the ability to monetize the social media platforms.

“We believe this is a bullish sign for the potential for higher ad load, click-through, and conversion rates on Instagram ads,” Piper Jaffray analyst Sam Kemp noted in the report.

He holds a neutral rating on Snap, saying that the market may have priced-in overly optimistic expectations for monetization, while there’s still significant potential “for headwinds from diversifying use cases at Facebook, Messenger and Instagram.”

Finally, the iPhone continues its reign as the top smartphone among teens, with 81% reporting they expect their next phone to be an iPhone—the highest level ever recorded in the survey.