Piper Jaffray: American teenagers prefer adidas, Puma, Amazon, Snapchat, and the iPhone

Nike remains the preferred clothing brand of American teenagers, with 23% of intention to buy, a rate however down 6 points over one year, reveals the biannual study "Taking Stock with Teens" from the American investment bank and asset management company Piper Jaffray, and published on 11/10/2017.

The Piper Jaffray study is conducted every six months with a sample of 6,100 American adolescents, 16 years old on average. It identifies their consumption habits, their intentions to buy, and the brands and media that they prefer. The study has been conducted twice a year since 2001.

"For the first time in years, we’ve seen Nike share moderate as a preferred brand. Offsetting this weakness, we’ve seen an unexpected rise in trends like streetwear with Vans and Supreme gaining momentum. In addition, other brands such as adidas, Puma, and New Balance has been capturing more mindshare as teens gravitate towards that 1990s retro look," said Erinn Murphy, senior research analyst at Piper Jaffray.

Among the other results of the study, it should be noted that Amazon remains the preferred…