Study says US teenagers spend 37% of their daily video consumption on YouTube

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 09, 2019, 5:12 PM UTC

According to Piper Jaffray, teenagers contribute about $830 billion to US retail sales each year.

American teenagers consume more video content on YouTube than any other streaming service.  YouTube accounts for 37% of their daily video consumption, followed by 35% on Netflix. The survey found that Instagram remained the top-visited social media channel for this demographic.

More than half of the teenagers identified Amazon as their preferred shopping site. But 32% of them also believe that the economy is getting worse and overall reported spending around 4% less than last year.

An overwhelming majority of female teens prefer shopping in-store for beauty products, but some 89% refer to beauty influencers for new trends. This article suggests marketers can use Instagram to drive in-store sales and create in-store experiences that tie into influencer experiences.

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