Back To School SurveyJane CollinsDirector of MarketResearch                        18/08/2011
Methodology• Identical survey fielded to two individual audiences   • BlogHer publishing group   • LATISM blog network• Sa...
School Budget Cuts are the #1 Concern for Moms                                        Total Moms                          ...
Shoes Are the Big Ticket Back to School Item this Year              Which back to school item will you spend more on this ...
Both Samples Agree: 2-4 trips to get Back to School Shopping Done                            How many trips to the store w...
Newspaper Ads Biggest Influence for BTS Shopping      Which of following plays a role in helping you decide where to shop?...
Most Moms Won’t Give in to Kid’s BTS DemandsWhat if your kid wants something that “everyone has”, but you’re on a budget? ...
Jeans are Important, But Most Moms Want Affordable Denim$ Spent on Jeans for BTS Shopping                               # ...
Credit Takes a Back Seat to Cash for BTS Shopping               How will you pay for Back to School Shopping this year?   ...
Moms will make In-Store Visits for BTS Shopping                       Mobile Phone is not a BTS shopping factor yet at all...
Half the Moms are Shopping Through the Summer for BTS                          “When will you do BTS Shopping this year?” ...
The Majority of BTS Shopping is Done by Moms                 “Who does the back to school shopping in your house?”        ...
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Moms and back to school shopping, 8 10-11, jc

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Moms and back to school shopping, 8 10-11, jc

  1. 1. Back To School SurveyJane CollinsDirector of MarketResearch 18/08/2011
  2. 2. Methodology• Identical survey fielded to two individual audiences • BlogHer publishing group • LATISM blog network• Sample Size • BlogHer Network total: 647 women • BlogHer Latina women: 19 women • LATISM Network total: 62 women • Combined survey total: 709 women • Combined Latina Total: 81 women 2
  3. 3. School Budget Cuts are the #1 Concern for Moms Total Moms Latina Moms #1: Budget Cuts X X #2: Lack of nutrition in school X X lunches #3: Rising cost of X X school supplies #4: Zero tolerance X X programs #5: Demanding X X homework load 3Source: Total moms: N = 636 (Combined samples), Latina Moms: N = 50; Q. “Rank parental concerns where 1 is greatest concern”
  4. 4. Shoes Are the Big Ticket Back to School Item this Year Which back to school item will you spend more on this year? 4Source: Total moms: N = 631, Latina Moms: N = 50; Q: “Which back to school item will you spend more on this year?”
  5. 5. Both Samples Agree: 2-4 trips to get Back to School Shopping Done How many trips to the store will you make? 5Source: Total moms: N = 627, Latina Moms: N = 49; Q: “How many trips to the store will you make to complete back-to-school shopping?”
  6. 6. Newspaper Ads Biggest Influence for BTS Shopping Which of following plays a role in helping you decide where to shop? “Other” comments included blogs, online ads, convenience and coupons 6Source: Total moms: N = 626, Latina Moms: N = 50; Q: “Which plays a role in helping you decide where to shop? Select all that apply”
  7. 7. Most Moms Won’t Give in to Kid’s BTS DemandsWhat if your kid wants something that “everyone has”, but you’re on a budget? 7 Source: Total moms: N = 621, Latina Moms: N = 48; Q: “Which plays a role in helping you decide where to shop? Select all that apply”
  8. 8. Jeans are Important, But Most Moms Want Affordable Denim$ Spent on Jeans for BTS Shopping # of Pairs of Jeans Bought Per Year 8Source: Total moms: N = 620, Latina Moms: N = 49; Q: “How much do you spend on jeans for BTS shopping?”; How many jeans purchased per year?”
  9. 9. Credit Takes a Back Seat to Cash for BTS Shopping How will you pay for Back to School Shopping this year? 9Source: Total moms: N = 623, Latina Moms: N = 49; Q: “How will you pay for back to school shopping this year?”
  10. 10. Moms will make In-Store Visits for BTS Shopping Mobile Phone is not a BTS shopping factor yet at all“Where do you plan to do BTS shopping this year?” 10Source: Total moms: N = 619, Latina Moms: N = 47; Q: “Where will you do back to school shopping this year?”
  11. 11. Half the Moms are Shopping Through the Summer for BTS “When will you do BTS Shopping this year?” 11Source: Total moms: N = 617, Latina Moms: N = 49; Q: “When will you do your back to school shopping this year?”
  12. 12. The Majority of BTS Shopping is Done by Moms “Who does the back to school shopping in your house?” Spouse shopping alone was less than 1% 12Source: Total moms: N = 620, Latina Moms: N = 48; Q: “When will you do your back to school shopping this year?”
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