Mom Study 2014 Back-To-School Report 07.21.14
Sep 05, 2014
Mom Study 2014 Back-To-School Report!
07.21.14!
Who was Involved?
The “Mom Study 2014” is based on qualitative and quantitative research and was conducted with more than 500 momSpotters® throughout the United States during the month of July of 2014. This report is available for download at www.buzzmg.com/reports.!
Composed based on data from 07.01.2014 – 07.20.2014!
593 Participants!7,000 Panelists!
100% Female!
Survey fielded online!
Ages 21-55!21-30 ! ! ! !14%!31-39 ! ! ! !30%!40-49 ! ! ! !31%!50-55 ! ! ! !25%!
Mom Study 2014: Back-To-School Report!
Location
Mom Study 2014: Back-To-School Report!
NY#9%#
CA#8%#
IL#12%#
TX#6%#
FL#5%#
PA#6%#GA#
6%#
Rest#of#USA#48%#
Ethnicity
Mom Study 2014: Back-To-School Report!
White#68%#
Black#18%#
Asian#American#
4%#
Hispanic#8%#
Mixed#2%#
Marital Status
Mom Study 2014: Back-To-School Report!
Single#13%#
DaPng#4%#
In#a#relaPonship#
13%#Married#63%#
Divorced#7%#
Education
Mom Study 2014: Back-To-School Report!
High#school#diploma#28%#
Associates#Degree#19%#
Bachelors#Degree#33%#
Masters#Degree#16%#
Ph.D#4%#
Employment
Mom Study 2014: Back-To-School Report!
Unemployed# Working#partUPme#
Working#fullUPme#
SelfUemployed#
A#student# FullUPme#homemaker#
11%#
16%#
51%#
10%#4%#
9%#
Household Income
Mom Study 2014: Back-To-School Report!
Less#than#$8,000#
$8,000#U#$33,000#
$33,000U#$82,000#
$82,000#U#$170,000#
$170,000#U#$370,000#
More#than#$370,000#
1%#
11%#
44%#
32%#
8%#4%#
My child(ren) currently attend(s) _____:!
Mom Study 2014: Back-To-School Report!
Elementary#School#
Middle#School# High#School# College# Post#Grad#
48%#
36%# 37%#
30%#
8%#
Who do you usually shop with? (Select all that apply)!
Mom Study 2014: Back-To-School Report!
Myself# My#Child(ren)# My#Friends# My#Parent(s)#
96%#
81%#
62%#
26%#
What percentage of your back-to-school spending is influenced by your child?!
Mom Study 2014: Back-To-School Report!
Zero# TwentyUfive# Fi`y# SeventyUfive# One#hundred#
8%#
17%#
37%#
29%#
9%#
When will you begin back-to-school shopping?!
Mom Study 2014: 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#
12%#
28%#
40%#
14%#
2%#
4%#
How many times will you go shopping?!
Mom Study 2014: Back-To-School Report!
Once# Twice# Three#Pmes# Four#Pmes# Five#Pmes# UnPl#saPsfied#
9%# 8%#
17%#
9%#
2%#
56%#
How will the economy impact your back-to-school shopping this year? (Select all that apply)!
Mom Study 2014: Back-To-School Report!
I#will#not#be#impacted#by#the#economy#this#year#
I#will#spend#less#overall#
I#will#buy#more#store#brand/generic#products#
I#will#reuse#last#year's#school#items#
I#will#do#more#online#shopping#
I#will#do#more#comparaPve#shopping#online#
I#will#use#more#coupons#
I#will#look#for#more#sales#
16%#
20%#
27%#
29%#
41%#
46%#
52%#
77%#
Are you using coupons this year? Did you use coupons
last year?!
Mom Study 2014: Back-To-School Report!
2014# 2013#
Yes#85%#
No#15%#
Yes#77%#
No#23%#
Do you plan to spend more or less on your back-to-school shopping this year compared to last year?!
Mom Study 2014: Back-To-School Report!
More# Less# Same#
26%#
18%#
56%#
How much do you plan to spend for all of your back-to-school purchases?!
Mom Study 2014: Back-To-School Report!
Less#than#$200#
$200U$400# $400U$600# $600U$800# $800U$1,000# More#than#$1,000#
13%#
22%#20%#
13%# 13%#
19%#
Where will you purchase back-to-school items this year? (Select all that apply)!
Mom Study 2014: Back-To-School Report!
Catalog#
Campus#Store#
Smartphone/Tablet#
Electronics#Store#
Drug#Store#
Discount#Store#
Office#Supply#Store#
Online#
Department#Stores#
Retail#locaPons#
11%#
17%#
27%#
34%#
35%#
59%#
63%#
71%#
71%#
76%#
If you plan to buy electronics, which do you plan to buy? (Select all that apply)!
Mom Study 2014: Back-To-School Report!
Laptop# Tablet# Smartphone# TV# Kindle# Digital#Camera#DVD#Player# MP3#Player#
46%#
34%#
24%#
13%#10%# 10%#
7%# 6%#
Where do you plan to purchase your electronics? (Select all that apply)!
Mom Study 2014: Back-To-School Report!
Amazon# Best#buy# Walmart# Target# Ebay# Radioshack# KUmart#
63%#58%#
52%#49%#
15%#10%# 10%#
What is most important to you when purchasing a product? (select two)!
Mom Study 2014: Back-To-School Report!
Quality# Brand#name# FuncPonality#Value#
Lowest#Price# Reviews#
76%#
30%#
23%# 20%# 19%#
Key Findings
Mom Study 2014: Back-To-School Report!
80% of Moms start shopping at least one month before school starts compared to 60% last year!
85% of Moms are using coupons this year compared to 77% last year!
71% of Moms plan to do some online shopping this year compared to 61% last year!
75% of Moms say their kids influence at least half of their back-to-school purchases !
65% of Moms plan to spend more than $400 this back-to-school season!
Buzz Marketing Group !132 Kings Highway East !
Suite 202!Haddonfield, NJ 08033!
856.433.8579!Fax: 856.520.8581!
www.buzzmg.com!
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