Adolescent Consumption Habits and Dissonance: Actions vs. Beliefs
A recent study conducted by the Pixpay neobank, targeting adolescents, sheds light on the intriguing contradictions between the stated convictions of teenagers and their actual purchasing behaviors.
Awareness vs. Overconsumption
Despite being aware of the detrimental effects of excessive consumption, the study reveals that "adolescents are buying more, and more cheaply." This observation is based on an analysis of 16.4 million transactions made in 2024 by users of Pixpay, ranging in age from 10 to 18.
The average teenage spending per transaction increased from €12.1 in 2023 to €14.1 in 2024, with a monthly expenditure of €98.7.
Paradoxical Brand Choices
A closer examination of the brands where teens spend their money further underscores their paradoxical behavior. While Apple (including the Apple Store) tops the list, the second most popular brand is McDonald’s, with an average spending of €10.4 per visit.
The fast-food chain "embodies the darker side of adolescent paradoxes," the study asserts, highlighting a brand that "continues to attract despite the anti-waste trend."
The remainder of the top 10 is dominated by grocery and retail brands: E.Leclerc (3rd), Carrefour City (4th), Monoprix (5th), Intermarché (7th), Carrefour (9th), and Auchan (10th). This reflects the finding that nearly a third of teenage expenses are earmarked for supermarkets and food. Fast food accounts for 15% of spending, followed by clothing and accessories (7%) and computers and electronics (6%).
Digital Shopping Surge
Notably, mobile payments via Apple Pay or Google Pay have become increasingly prevalent among teens. In 2024, 45% of their transactions were made with smartphones, up from 28.7% just two years prior. This trend, while convenient and fashionable, may not always promote thoughtful spending.
Regional Variations
The study also examines consumption habits by region. Corsican teens emerge as the most spendthrift, with an average monthly expenditure of €119.5, while Norman teens prove to be the most frugal, with an average spending of €88.9.
Conclusion
The Pixpay study highlights the complex and often contradictory nature of adolescent consumption patterns. While teens may express concern about environmental issues and sustainability, their purchasing habits often paint a different picture. The study’s findings suggest that adolescents navigate a world of competing influences, balancing their ideals with the allure of convenience and popular brands.
Understanding these contradictions is crucial for marketers, retailers, and parents alike, as it can help shape messaging and strategies that resonate with teenage consumers while also promoting responsible consumption habits.
