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Making the Grade: Back to School 2013
16

Google - Back to School Trends Report 2013

Aug 20, 2015

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Page 1: Google - Back to School Trends Report 2013

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Making the Grade: Back to School 2013

Page 2: Google - Back to School Trends Report 2013

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

average spending of K-12 parents on back-to-school apparel, school supplies and electronics $689

Source: NRF “2012 Back-to-School Consumer Intentions and Actions Survey” conducted by BIGResearch, July 2012

$30.3B estimated spending on grades K-12

among US consumers in 2012

Back to school is the second biggest consumer spending event and hit an all-time high in 2012

Page 3: Google - Back to School Trends Report 2013

Google Confidential and Proprietary 3 Google Confidential and Proprietary 3

Apparel & accessories topped 2012 anticipated spending Consumer anticipated spending on BTS shopping, by segment, July 2012

Source: Mintel/NRF/BIG Insight, “Consumer Intentions & Actions Survey,” 2012 *Note: The above figure does not reflect the actual retail sales, but provides insights on shoppers’ anticipated spending for back to school

Clothing & accessories

36%

Computers & electronics

31%

Shoes 19%

School supplies

14%

Page 4: Google - Back to School Trends Report 2013

Google Confidential and Proprietary 4 Google Confidential and Proprietary 4

Discount stores top the list for anticipated purchase channels

Anticipated retail channels for purchasing BTS items, July 2012

Source: Mintel/NRF/BIG Insight, “Consumer Intentions & Actions Survey,” 2012

8.2%

14.4%

22.7%

26.3%

39.6%

42.0%

52.0%

59.9%

67.1%

Catalog

Thrift store/resale shop

Drug store

Electronics store

Online

Office supplies store

Clothing store

Department store

Discount store

Page 5: Google - Back to School Trends Report 2013

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Both online and in-store total retail sales were up Y/Y during back-to-school season 2012

Source: MasterCard Spending Pulse™ Y/Y% change based on 7/1 – 9/30 data and does not account for change in number of weekend days Y/Y, etc.

+15% Online retail sales

+4% In-store retail sales

Y/Y growth Q3 2011 to Q3 2012

Page 6: Google - Back to School Trends Report 2013

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Five key insights for Back to School 2013

 Back to school shoppers are undecided

 Consumers are shopping for themselves, too

 Tech products are the highest priority for BTS shoppers

 Device usage is blurring: consumers take a multi-device path to purchase

 Video is the new TV

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1. Back to school shoppers are undecided

Source: Mintel, Base 905 parents/guardians aged 18+ with internet access living with children enrolled in K-12 who bout back to school items in Fall 2012 *How much do you agree with the following statements, **”Which if any did you do this Fall 2012 to save money on back to school items for your child?”

72% prefer to research what back-to-school supplies, electronics and apparels child need then look for sales before buying More than 1 in 4 compared prices online/mobile before purchasing in store 1 in 4 researched and compared prices online before purchasing online

Page 8: Google - Back to School Trends Report 2013

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2. Consumers shop for themselves

4 In 10 are shopping for themselves this back-to-school season

Base: Plan to make back-to-school purchases (n=550) Q: For which of the following people do you plan to shop for this back-to-school season? Select all that apply. Source: Google Back-To-School 2012 Survey, conducted by Ipsos in March 2012.

44%

32%

27%

19%

12%

12%

Myself

An elementary or grade school-aged child

A high school-aged child

Someone else in my household

A nursery or preschool-aged child

A college-aged child

Who shoppers plan to buy for this BTS season

Page 9: Google - Back to School Trends Report 2013

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And shoppers who plan to buy for themselves are valuable Average amount shoppers plan to spend on:

Base: Floating. Plan to purchase for specific group (n=64-243) Q: Thinking about all the shopping you plan to do for back-to-school items, approximately how much in total do you plan to spend on each of the following people? Select one for each. Source: Google Back-To-School 2012 Survey, conducted by Ipsos in March 2012.

Nursery or pre-school children

Elementary or grade school children

High school children College students Myself

$206

$286 $471

$501 $383

Page 10: Google - Back to School Trends Report 2013

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3. Tech products are the highest priority for back to school shoppers

“Dramatic changes in the technology landscape and the prevalence of technology in the classroom have altered the way BTS shoppers research and make purchases, and have also impacted what shoppers consider to be essential school supplies. As tablet computers and similar devices take a more prominent role in delivering education, retailers of traditional school supplies may feel a decrease in the demand for ‘old-school’ supplies such as notebooks and pens.”

Source: Ika Erwina, Apparel, Retail, and Technology Analyst, Mintel

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Continue on a PC/Laptop

61% Continue on

a Tablet

4%

Continue on a Tablet

5%

Continue on a PC/Laptop

10%

61% Start on a Smartphone

11% Start on a Tablet

25% Start on a PC/Laptop

Continue on a Smartphone

19%

4. Consumers take a multi-device path to purchase

Base: Have Started Activity on One Device & Continued on Another (1455); Shopping (969). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on.  If you have not done this, select “I have not done this”.  

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5. Video is the new TV

55% 50%

46% 44% 41%

#1 for 18–34 reach (All cable nets)

Source: Nielsen, March 2013

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And time spent online is now equal to TV

Source: Forrester Research, 2012, “Understanding The Changing Needs Of The US Online Consumer.”

0

2

4

6

8

10

12

14

2005 2006 2007 2008 2009 2010 2011

TV Internet Radio Newspapers Magazines

Hours spent in a typical week by media format

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Recommendations

Page 15: Google - Back to School Trends Report 2013

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Highlight Back to School offers across devices, locations, and time of day Use bid modifiers to reach relevant shoppers at the point of purchase

Navigate to your site faster with Ad Sitelinks

Page 16: Google - Back to School Trends Report 2013

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Thank you