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  • 2 min

Taking Stock With Teens | Piper Sandler

💸 Teen spending increased by 6% year-over-year to $2,361. Nike remained the top brand despite a 4-point drop among females and upper-income teens. Lululemon held the third rank in apparel with a slight decrease in mindshare. New Balance's mindshare among upper-income teens jumped to 8%. The beauty wallet reached a peak since Spring 2018 at $342, with fragrance sales soaring by 25%. Ulta and Sephora saw slight declines in beauty shopping preference, while Target gained 4 points. e.l.f. cosmetics gained 6 points in share among female teens. Teens favor energy drinks over coffee and soda, with Monster and Red Bull leading. Goldfish topped snacks preferences. Roblox's active use climbed to 46%, and gig economy leaders included Uber and DoorDash. 87% of teens own iPhones, with 30% looking to upgrade due to Apple Intelligence. Walmart is shopped by 61% of upper-income vs. 81% of average-income households. Teen females prefer shopping at Target, especially for beauty and non-food items. Stanley Cups became the second most popular trend for teen women. Piper Sandler's "Taking Stock With Teens" survey involved 13,515 teens with an average age of 15.8 years.
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  • 4 min

Don’t go cutting spend on paid social yet — hear me out – The Media Leader

💸 Recent analysis shows brands averaging £3.20 profit ROI from paid social, which contributes 9% of full profit volume. Influencer involvement increases ROI by 9% and social signal strength by 10%, while partnerships yield a 52% higher ROI compared to traditional paid social. Over 60% of social media users expect entertainment from ads. Paid social is set to become the largest global ad channel, overtaking search which was 68% larger less than a decade ago. The IPA reports less than 90% weekly reach for 16- to 24-year-olds and about 50% for those over 55 on social platforms. EssenceMediacom's GREAT planning framework addresses behaviour change, audience targeting, platform usage, purpose, and engagement strategy for improved paid social outcomes.
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OTAs get more visibility thanks to DMA

📌 Implemented on October 14, 2024, in the European Union, the Digital Markets Act (DMA) affects Google Hotel Ads, causing a 33% decrease in share. Google Hotels' reservation source share fell from 13.4% to 8.9%, a 4.5% absolute decline. Despite a 1.5% net loss across ads and organic searches, Google retains a 65.7% direct booking share. Shift towards OTAs from direct bookings translates to increased costs for hotels due to higher distribution fees.
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