Moms and back to school shopping, 8 10-11, jc
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  • 1. Back To School SurveyJane CollinsDirector of MarketResearch 18/08/2011
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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?”