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1/19 @PiperJaffrayCo’s Fall 2019 #GenZ Insights Project is a useful read on teen consumer trends.

piperjaffray.com/3col.aspx?id=5…

If you can’t access it I made some notes for you:
2/19 Most top #GenZ social media personalities are online native: @DavidDobrik @kyliejenner @pewdiepie @emmachamberlain @WeTheDan @SommerRay
3/19 @instagram is the most used #GenZ social platform, steep decline in @Facebook usage, @snapchat is the favorite, and @TikTok_us now #3. @VSCO is flat.
4/19 Athleisure trending way upward among #GenZ:
5/19 Female teens now prefer athletic shoes at almost the same rate as male teens (75% v 87%): @nike @vans_66 @adidas @puma @underarmour
6/19 For #GenZ @YouTube Time > @Netflix Time:
7/19 To hit teen market, app developers should build for @apple iOS first:
8/19 The new #GenZ hierarchy of wants:
Entertainment > Fashion > Food
9/19 Mobile gaming trending down, but revenue stable/up: 17.6% (Fall 2014) of #GenZ buying in-app purchases to 19.6% (Fall 2019)
10/19 @Nike the dominant apparel brand for #GenZ, has been since 2011:
11/19 Impact of @VSCO girls: @crocs and #birkenstocks now in top 10 footwear brands for #GenZ
12/19 @Lululemon has totally crossed over from female brand to unisex
13/19 Joggers + Chinos are out for #GenZ. Scrunchies are in:
14/19 Luxury is trending up for #GenZ. Streetwear trending down.
15/19 Will resale be a gateway to new purchase for teens entering luxury or will it cannibalize? @stockX @Therealreal @GOAT_Shoes1
16/19 Specialty stores dominate department stores for #GenZ beauty. @Ulta overtook @Sephora’s number one slot. Increasing acceptance of buying beauty online. @amazon @glossier @Morphebrushes
17/19 Influencers are core to #GenZ discovery for beauty. @KylieJenner @JeffreeStar @jamescharles

Also, who reads magazines anymore?
18/19 Fast Fashion trending up online for #GenZ females. Shoes trending up online for #GenZ males. And @Amazon runs the table
19/19 Starting in 2014: Teens start spending more on food...early evidence of Experiences > Things?
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Jeremy Liew, Partner at Lightspeed
@jeremysliew
1/19 Great article in @theeconomist - explains that Entertainment is what drives internet use for the next 1bn users. economist.com/briefing/2019/… (paywalled) some highlights below:
2/19 Indians now use nearly three times as much data on their phones as Americans:
3/19 “The second half of the internet will for the most part speak languages other than English and Mandarin. It will have little to no experience with other digital media. It will also come online almost entirely on mobile devices.”
Read 19 tweets
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Jeremy Liew, Partner at Lightspeed
@jeremysliew
1/32 Mary Meeker’s 2019 internet trends report deck is always a must read on consumer internet, SaaS, and the general economy. I made some notes on it as I always do. It’s the 31 pages of the 300+ page report that are most relevant to me. Here they come… bondcap.com/report/itr19/
2/32 Easiest to set new habits and establish new brands with no prior allegiances:
3/32 India is #2 in number of users, #1 in number of potential users, missing from this list (so far):
Read 31 tweets
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Jeremy Liew, Partner at Lightspeed
@jeremysliew
1/n @axios notes the rise in celeb led commerce brands and namechecks @fentybeauty (@rihanna), @kyliecosmetics (@KylieJenner), @cameo*, @TechStyle* (Kate Hudson and @rihanna). Could have also included @Honest* (@jessicaalba), @goop* (@GwynethPaltrow), Haus Beauty (@ladygaga) ...
2/n Link here: axios.com/retail-celebri….

And many more DTC and through retail, from influencers big and small (e.g. those launched by Brandable). The key question is, why so many now, relative to historical rate of celeb business creation? ...
3/n The answer is the @facebook @Google duoploy in online advertising.

Market is now so efficiently priced that it is very hard for startup brands to reach scale through paid social. One of the few channels still open and able to reach scale is Organic Social ...
Read 6 tweets

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