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Back-to-School Survey 2014: Rising to the head of the class (Infographic)
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Back-to-School Survey 2014: Rising to the head of the class (Infographic)

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The back-to-school season is upon us again and it continues to evolve. The Internet is climbing as one of the top shopping destinations; mobile and digital continue to influence the purchase process; …

The back-to-school season is upon us again and it continues to evolve. The Internet is climbing as one of the top shopping destinations; mobile and digital continue to influence the purchase process; and the dedicated summer shopping season is seemingly of less importance as consumers will wait until the last minute to shop — with some even completing their purchases after the school year begins. It is no longer your parents’ back-to-school season and we are exploring what is driving consumers’ decisions in 2014.

For more about the Back-to-School 2014 Survey, visit http://www.deloitte.com/view/en_US/us/Industries/Retail-Distribution/back-to-school/index.htm

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  • 1. Back-to-School 2014 Rising to the head of the class Share on Facebook Post on LinkedIn Tweet on Twitter School bells will soon be ringing as students return to classrooms. Before long, they will be vying for recognition in their yearbook’s “senior standouts.” Deloitte surveyed over 1,000 parents with students in grades K-12 to determine the top standouts and consumer shopping trends for the back-to-school season: Most Likely to Succeed: Digital & Mobile Most Communicative: Social Media Online sites increased from ranking tied for 2nd as the most popular shopping destination for the first time in the survey’s history. 19% in 2011 38% in 2014 Most Challenging: Data Security Most Popular: Destinations, Timing, & Sources Top shopping destinations: 84% own a smart phone today compared to 40% in 2011... 60%of tablet owners will use them to assist with back-to-school shopping. Most Influential: Financial 65% 51% are concerned about the protection of their personal data when shopping online. are concerned about the protection of their personal data when shopping in the physical store. of parents plan to use social media sites in their back- to-school shopping and among those... 18% 41% ...will visit retailers’ social networking sites compared with 31% last year. Parents are most likely to get their back-to-school information from online sources... Discount/value department stores 85% 38% 38% 31% Online sites Office supply/ technology stores Traditional department stores 54% expect to complete their back-to-school shopping less than a month before the school year and 26% after the start of the school year. ...while children look to their friends. believe the economy is recovering from a recession. Furthermore, 76% of respondents say their financial situation is “better” or the “same” today than it was a year ago. Families* expect to spend $543 on average this year compared with $672 in 2013. plan to use them to assist with back-to- school shopping. www.deloitte.com/us/2014Back2School @DeloitteCB #Back2School_D Deloitte commissioned its seventh annual Back-to-School survey of 1,063 U.S. parents with children in grades K-12 from July 5-10, 2014. The survey has a margin of error for the entire sample of plus or minus three percentage points. This publication contains general information only and is based on the experiences and research of Deloitte practitioners. Deloitte is not, by means of this publication, rendering business, financial, investment, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte, its affiliates, and related entities shall not be held responsible for any loss sustained by any person who relies on this publication. As used in this document, “Deloitte” means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright © 2014 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited. *including children 73% ...and among today’s smart phone owners, 74%