Dive Brief:
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In the U.S., 74% of teenage girls and 53% of teenage boys prefer shopping in physical stores than on the web, according to investment management firm Piper Jaffray’s 27th "Taking Stock with Teens" market research report.
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The numbers are high, but falling; 82% of teenage girls and 80% of teenage boys preferred offline shopping a year ago.
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Spending on apparel and accessories remains some 39% of teen budgets, but shoes and athletic wear are doing best, and fast fashion appears to be less appealing to teens.
Dive Insight:
Looks like teenagers are still after a deal on the things they buy, but they’re not necessarily interested in low-quality items. Many seem to prefer, instead, to find deals on better clothes. Physical stores remain important to this group; even when shopping online they tend to frequent retailers that have a brick-and-mortar presence.