Mom Study 2013 Back-To-School Report 08.28.13
Sep 05, 2014
Mom Study 2013 Back-To-School Report!
08.28.13!
Who was Involved?
The “Mom Study 2013” is based on qualitative and quantitative research and was conducted with more than 900 momSpotters® throughout the United States during the month of August of 2013. This report is available for download at www.buzzmg.com/reports.!
Composed based on data from 01.01.2013 – 03.08.2013!
943 Participants!7,000 Panelists!
100% Female!
Survey fielded online!
Ages 21-55!21-30 ! ! ! !13%!31-39 ! ! ! !33%!40-49 ! ! ! !42%!50-55 ! ! ! !12%!
Mom Study 2013: Back-To-School Report!
Location CA#10%#
TX#4%#
NY#12%#
FL#4%#
IL#12%#
PA#7%#
OH##4%#
GA#6%#MI#
5%#
NC#4%#
NJ#5%#
Rest#of#the#USA#27%#
Mom Study 2013: Back-To-School Report!
Community
City#35%#
Suburbs#53%#
Rural#12%#
Mom Study 2013: Back-To-School Report!
Ethnicity African#American#
14%# Asian#American#
4%#
Caucasian#70%#
Hispanic#10%#
Mixed#2%#
Mom Study 2013: Back-To-School Report!
Marital Status
Single#9%#
DaSng#1%# In#a#
relaSonship#12%#
Married#69%#
Divorced#9%#
Mom Study 2013: Back-To-School Report!
Education
High#school#Diploma#31%#
Associates#Degree#20%#
Bachelors#Degree#36%#
Masters#Degree#12%#
Doctorate#1%#
Mom Study 2013: Back-To-School Report!
Employment
employed#fullVSme#
employed#partVSme#
unemployed# employed#partVSme#from#home#
employed#fullVSme#
from#home#
a#fullSme#homemaker#
50%#
16%#
4%# 4%# 2%#
24%#
Mom Study 2013: Back-To-School Report!
Household Income
Less#than#$8,000#
$8,000#V#$33,000#
$33,000V#$82,000#
$82,000#V#$170,000#
$170,000#V#$370,000#
More#than#$370,000#
I#don't#want#to#specify#
1%#
15%#
45%#
30%#
5%#1%# 3%#
Mom Study 2013: Back-To-School Report!
Number of Children
One# Two# Three# Four# Five# Six#
25%#
37%#
22%#
9%#
3%# 3%#
Mom Study 2013: Back-To-School Report!
Infant:#0V12#Months#
Toddler:#1V2#yrs#
Child:#3V7# Tween:8V12# Teen:13V19# Young#Adults:#20V30#
11%#
23%#
54%# 57%#
43%#
21%#
Age of Children
Mom Study 2013: Back-To-School Report!
Children’s Residence
With#me#full#Sme# With#me#the#majority#of#the#
Sme#
With#me#part#of#the#Sme#
Outside#of#my#home,#
independently#
90%#
4%# 2%# 4%#
Mom Study 2013: Back-To-School Report!
My child(ren) currently attend(s) _____:!
Mom Study 2013: Back-To-School Report!
Elementary#School#
Middle#School# High#School# College# Post#Grad#
48%#
34%#
41%#
26%#
6%#
Who do you usually shop with?!
Mom Study 2013: Back-To-School Report!
Myself# My#Child(ren)# My#Friends# Other#
91%#84%#
56%#
15%#
What percentage of your back-to-school spending is influenced by your child?!
Mom Study 2013: Back-To-School Report!
Zero# TwentyVfive# Fiey# SeventyVfive# One#hundred#
5%#
14%#
42%#
29%#
10%#
When will you begin back-to-school shopping?!
Mom Study 2013: Back-To-School Report!
3#months#before#school#starts#
2#months#before#school#starts#
1#month#before#school#starts#
2#weeks#before#school#starts#
1#week#before#school#starts#
Once#school#starts#
4%#
17%#
39%#
30%#
6%#
4%#
How many times will you go shopping?!
Mom Study 2013: Back-To-School Report!
Once# Twice# Three#Smes# Four#Smes# Five#Smes# UnSl#I#am#saSsfied##
8%#
14%#
22%#
6%#1%#
49%#
How will the economy impact your back-to-school shopping this year?!
Mom Study 2013: Back-To-School Report!
I#will#not#be#impacted#by#the#economy#
I#will#buy#more#store#brand/generic#products#
I#will#do#more#online#shopping#
I#will#reuse#last#year's#school#items#
I#will#do#more#comparaSve#shopping#online#
I#will#use#more#coupons##
I#will#look#for#more#sales#
14%#
22%#
28%#
32%#
43%#
51%#
79%#
Are you using coupons this year? Did you use coupons
last year?!
Mom Study 2013: Back-To-School Report!
Yes#80%#
No#20%#
Yes#75%#
No#25%#
2013# 2012#
Do you plan to spend more or less on your back-to-school shopping this year?!
Mom Study 2013: Back-To-School Report!
More#28%#
Less#19%#
Same#53%#
How much do you plan to spend on basic school supplies?!
Mom Study 2013: Back-To-School Report!
$100#V#$200#
$200#V#$300#
$300#V#$400#
$400#V#$500#
$500#V#$600#
$600#V#$700#
More#than#$700#
83%#
10%#3%# 2%# 1%# 1%# 0%#
How much do you plan to spend on electronics?!
Mom Study 2013: Back-To-School Report!
$100#V#$200#
$200#V#$300#
$300#V#$400#
$400#V#$500#
$500#V#$600#
$600#V#$700#
More#than#$700#
59%#
15%#
8%# 7%# 4%#1%#
6%#
How much do you plan to spend on clothes and shoes?!
Mom Study 2013: Back-To-School Report!
$100#V#$200#
$200#V#$300#
$300#V#$400#
$400#V#$500#
$500#V#$600#
$600#V#$700#
More#than#$700#
35%#
24%#
16%#
10%#8%#
0%#
7%#
How much do you plan to spend for all of your back-to-school purchases?!
Mom Study 2013: Back-To-School Report!
$100#V#$200#
$200#V#$300#
$300#V#$400#
$400#V#$500#
$500#V#$600#
$600#V#$700#
More#than#$700#
17%#
10%#13%# 14%#
10%#9%#
27%#
Where will you purchase back-to-school items this year?!
Mom Study 2013: Back-To-School Report!
Other#
Catalog#
Campus#Store#
Smart#Phone/Tablet#
Electronics#Store#
Drug#Store#
Online#
Discount#Store#
Office#Supply#Store#
Department#Stores#
Retail#locaSons#
7%#
9%#11%#
18%#
29%#37%#
58%#
61%#
62%#69%#
78%#
If you plan to buy electronics which do you plan to buy?!
Mom Study 2013: Back-To-School Report!
Laptop# None#of#the#
Above#
Tablet# Smart#Phone#
TV# MP3#Player#
Digital#Camera#
Kindle# DVD#Player#
41%#
32%# 30%#
17%#
11%#9%# 9%# 8%#
3%#
If you plan to buy a laptop which brand do you plan to buy?!
Mom Study 2013: Back-To-School Report!
Apple#22%#
Dell#/#Alienware#
18%#
Sony#7%#Lenovo#
2%#
Acer#/#Gateway#
4%#
HP#37%#
Samsung#7%#
Toshiba#2%#
ASUS#1%#
Where do you plan to purchase your electronics?!
Mom Study 2013: Back-To-School Report!
Best#buy# Walmart# Target# Amazon# Ebay# Other# KVmart# Radioshack#
58%#54%#
50%#46%#
12%#9%# 8%#
6%#
What is most important to you when purchasing a product? (select two)!
Mom Study 2013: Back-To-School Report!
Quality# Brand#name## FuncSonality#Value#
Lowest#Price# Reviews#
81%#
28%#26%#
21%# 20%#
Key Findings
Moms are looking for new technology this year. 41% of Moms said they are looking to buy a laptop while 30% said they are shopping for a tablet this year. Another 17% are in the market for a new smart phone. The most popular computer brands this year are HP (37%), Mac (22%), and Dell (18%). !
Moms want quality more than anything else. Although over 25% of Moms stated that a “brand name” and “functionality value” are important to them when purchasing a product, an overwhelming majority (81%) selected “quality” as the most important factor. !
Moms are not waiting until the last moment to do their back-to-school shopping. 20% of Moms start shopping two months before school starts, while 60% start shopping at least one month before, and 90% at least 2 weeks before school starts. Only 4% of Moms start their shopping once school begins. !
Mom Study 2013: Back-To-School Report!
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Suite 1810!Philadelphia, PA 19102!
215.399.5679!www.buzzmg.com!
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