GenZ Preferences – Fall 2021 Piper Sandler Report


Eric Thorndyke

The investment bank Piper Sandler has released its Fall 2021 survey of 10,000 teens across the U.S. The average age of a respondent was 15.8 years old and their family’s annual income was roughly $67,000. Of the 10,000 who answered, thirty-eight percent reported having at least part-time employment.

Aside from the executive summary and appendix, the report was divided into three parts: Teen Behavior and Habits and Teen Brand Preferences. Here’s some highlights of their findings:


Teen Behavior and Habits

Adam Sandler topped the list of favorite celebrities, followed by Ryan Reynolds.

Emma Chamberlain, Dwayne “The Rock” Johnson, and Danny Duncan ranked as favorite social media stars.

Eighty-one percent of teens use Instagram, seventy-seven percent use Snapchat, and seventy-three percent use Tik-Tok.

Male teens spent the most money on food (21%), while female teens spent the most on clothing (29%).

Netflix and YouTube together make up 62% of teen video consumption.

For school, most teens video conference over Zoom (67%), followed by Google (44%) and Microsoft (18%).

Cash is the preferred payment method, followed distantly by Apple Pay and PayPal.

iPhones are incredibly popular, with 88% of phone users owning one.


Teen Brand Preferences

Teens prefered Nike (57%) for shoes, followed by Vans (11%), Adidas (9%), and Converse (7%).

Amazon was the favorite shopping website (52%), followed by distantly by SHEIN (9%) and Nike (5%).

Chick-fil-A and Starbucks were the preferred restaurant brands with 15% and 10% respectively.

Goldfish (12%), Lays (12%), and Cheese-It (10%) ranked highest as favorite snacks.

PepsiCo was the favorite snack brand (30%), producing Lays, Doritos, and Cheetos, among others.


Access the full report here: Taking Stock With Teens