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THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012

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SPC Card and Conversion are proud partners in the annual "Pulse of the Canadian Student Shopper" study. …

SPC Card and Conversion are proud partners in the annual "Pulse of the Canadian Student Shopper" study.

This report outlines an entirely new retail marketing eco-system for today's student shopper.

Among other things this newly minted report covers:

> How mobile and social media are changing shopping behaviour;
> A newly emergent old and new media mash up;
> A 360 degree look at the Canadian student shopper;
> In-store technology expectations and issues;
> Best practices for offline and online retail.

The debut survey was fielded online to the SPC Card membership database (available universe of 300,000+) in September, 2011 and derived a robust sample size of 2700+ young Canadian students aged 14-24.


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  • 1. Research & Strategic Insight THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 2. The Now and the Near-Future of Canadian Retailing Research & Strategic Insight 01 Ralph Lombreglia, In Technology The proper artistic response to digital technology is to embrace it as a new window on everything that’s eternally human, and to use it with passion, wisdom, fearlessness and joy. “ ” At the risk of sounding filled with pre-millennial era over-excitement this paper will start with an assertion that the past 10 years have borne witness to easily one of the most significant waves of communication development our global culture has ever witnessed. It seems like only yesterday that media and communications specialists spent many hours per week convincing clients of the merits of, say, online survey fielding or a CRM program that exists only online. That, as they say, was “then” (AKA: 2001) and we are all now, a scant decade later, living and working in a world where digital technology is an inextricable and a well understood part of our lives – regardless of generation. To be clear, different generations have approached, and continue to approach, this rise of digital technology from a variety of different vantage points but it is absolutely important to understand that digital media and communication have become ubiquitously accessed and utilized, to varying degrees, by ALL generations. This being said, it is today’s young consumers that continue, as always, to drive new trends that are shaping the way we share, learn, play, market and sell. This is the prism from which we here at Conversion Research and SPC Card (Student Price Card) approached the debut fielding of our annual Pulse of the Canadian Student Shopper; an unprecedented deep dive into the volatile, influential and lucrative student consumer market in Canada. This study was fielded online in September 2011 to a fielding universe of SPC Card members and derived a final total aggregate sample size of 2732 – weighted to most recent StatsCan regional and demographic information where applicable. The data this benchmark study has generated is very compelling and actionable, so let’s get right down to it. THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 3. If we were to encapsulate the findings from this study into one easily digestible sound bite it would be that young Canadian consumers are well on their way to defining a new, digitally-enabled, retail eco-system that we all must understand and action against appropriately. At the core of this new eco-system is a fundamental change in how consumers make purchase decisions. As many studies in the past couple years have attested (particularly McKinsey’s “New Consumer Decision Journey” work*) the old school “funnel” approach to marketing, where competitors battle it out for share of mind and share of voice to get consumer attention and drive them into the top of a purchasing path “funnel”, is quickly being replaced with a much more cyclical and ongoing set of “loops” that involve many more touch-points and triggers than the earlier model ever accounted for. These new triggers and touch-points are predominantly digital in nature and highly focused on consumer interaction, ongoing connection and, ultimately, consumer advocacy. 02Research & Strategic Insight And today’s Canadian student shopper is showing both great interest in, and more than passing usage of, these soon-to-be mainstays of a new retail marketing eco-system. A few potent examples: 57% of Canadian student shoppers in our study have downloaded at least one type of app supplied by a retailer More than half (52%) think retailers could use more technology in store to make the experience richer More than a third (36%) are connected to a brand via social media (higher than celebrities, athletes, magazines and blogs) More than a third (35%) have posted photos of clothing, shoes or accessories they want to buy via social media *McKinsey Quarterly “The Consumer Decision Journey” 2009 OLD CONSUMER JOURNEY MODEL ACTUAL CONSUMER JOURNEY MODEL AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY INITIAL CONSIDERATION SET MOMENT OF PURCHASE LOYALTY LOOP LOYALTY LOOP Ongoing Exposure PO ST PURCHASE EXPERIENCE ACTIVE EVALUATION Information Gathering, Shopping Towards A New Retail Marketing Eco-System THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 4. 03Research & Strategic Insight This is having a huge impact, as we speak, on how we all shape our communications strategies. Fading quickly are the days when a major mass media buy was the first option to simply drive awareness and get people into a consideration mindset – there are now a variety of valid, and often much more efficient and retention-focused, approaches to consider. THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 5. Regardless of where you stand on the “we’re too connected to our phones” debate, the rise of “the third screen” continues apace with no abatement in sight. In a recent Youthography study, 60% of young North Americans agreed with the statement, “It doesn’t matter whether I watch it on TV, at the movie theatre, on my computer or on my mobile phone – it just matters that I like the content.” (‘Ping’ Fall Issue, 2009) A young consumer’s workhorse is not their laptop – it is their cell phone. More specifically, their Smartphone. Over half (56%) of Canadian student shoppers in our study indicated they own or use a Smartphone, with age obviously playing a factor as these students move from high school to post-secondary pursuits when it comes to bona fide ownership. And these same student shoppers are using their Smartphones for a whole lot more than updating Facebook while on the go (which they are doing with increasing regularity). Over a third (34%), use some form of geolocation tool “regularly” (Facebook Places dominates here with Google+ coming in a distant second) and, importantly, retail stores provide their second most popular check-in. What’s probably the most compelling call to action in this study for the retailing industry are Canadian student shopper attitudes to in-store technology, invariably fed to and feeding off of, their Smartphones. A majority of our respondents expressed interest in store locator apps, product finder apps and customer service solutions apps; a very strong call for the type of content they are expecting their favourite retailers to provide. Further, actual download statistics show that this is something many student shoppers are already taking more than a passing interest in. For instance, over a quarter (27%), indicated already having downloaded some type of store locator app. 04 Smartphone Penetration MALE FEMALE 14-17 18-24 0 10 20 30 40 USE 37% 36% 28% 29% 24% 31% 25% 17% OWN Mobile Phones – Their Workhorse, Your Connector & Converter Research & Strategic Insight OWN OR USE A SMARTPHONE HAVE DOWNLOADED AT LEAST ONE TYPE OF APP SUPPLIED BY A RETAILER USE GOOGLE+ GEOTAGGING REGULARLY USE FACEBOOK PLACES REGULARY USE FOURSQUARE USE SOME FORM OF GEOLOCATION TOOL REGULARLY 1IN5 CHECK IN AT RETAIL STORES, SECOND ONLY TO RESTAURANTS THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 6. “...Make the experience faster (i.e. paying for a purchase on my phone).” 42% “...Make the experience cooler (i.e. sending videos to my phone when I enter a store).” 28% Mobile Apps For Retail INTEREST (top 2 box)HAVE DOWNLOADED 0 10 20 30 40 50 60 70 IN-STORE PRODUCT FINDER 20% 53% CUSTOMER SERVICE SOLUTIONS 23% 50% QUICK PURCHASE 9% 40% FASHION CHOICES 9% 28% STORE LOCATOR 27% 61% I think retailers could use more technology in-store to: “...Make the experience richer (i.e. giving me more information, detail and perspective on products/items).” 52% “...I would be creeped out by being greeted using technology (i.e. text messages welcoming me to a store).” 53% 05Research & Strategic Insight Digging deeper we see a greater picture of this new eco-system emerge with a sizeable (and we would opine steadily growing) percentage of our respondents thinking “retailers could use a variety of different technologies in-store to help consumers find out about deals without talking to a sales assistant” (40%) and “make the experience faster”(42%). Most telling is the fact that more than half (52%) of student shoppers we surveyed are looking to retailers to provide them with a “richer” in-store experience through the use of more product information, detail and perspective. Their already well-enshrined pre-shopping behaviour, performed both consciously and unconsciously, and predominantly online (hello Google, Facebook and Twitter chatter, shopping blogs, consumer review sites etc.) is becoming an expectation as their workhorses morph from laptop to Smartphone. And now this “zero moment of decision”, as Google’s Think Insight group calls it, is in your store, asking to be marketed to; the opportunities are truly great. Still, it’s important to note that half of our studied student shoppers (53%) are on the fence when it comes to mobile-based in-store shopping experience enhancement saying they would be “creeped out” by being greeted at a store by technology. One can’t help, however, but see this one lone statistic amongst all our other data as a skeptical voice that is soon to be converted, by in large, as in-store technology becomes as commonplace in the near-future as debit functionality at the cash register or food courts in the malls. Besides, they always have the opportunity to decline involvement. Most won’t. “...Help me find out about deals in-store using technology so I don’t have to talk to a sales assistant.” 40% Still... THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 7. 06 Who or What They Connect With Using Social Media MALE FEMALE 14-17 18-24 FRIENDS MUSICIANS/ BANDS BRANDS CELEBRITIES ATHLETES MAGAZINES BLOGS NEWSPAPERS INDUSTRY PROFESSIONALS POLITICIANS/ POLITICALPARTIES 0 20 40 60 80 100 94% 94% 96% 96% 39% 43% 34% 34% 27% 36% 36% 26% 26% 38% 38% 46% 35% 10% 21% 21% 19% 17% 19% 17% 13% 13%14% 14% 12% 12% 10% 8% 5% 5% 6% 6%7% 10%9% 15% Research & Strategic Insight One of the first stats that jumped out to our team upon opening up the freshly cleaned and organized data was that, aside from the obvious ubiquity of friends, student shopper connection to brands via social media was only second to musical artists and higher than celebrities or athletes. This speaks volumes. Today’s modern shopper has granted brands special access to enter their own personal space alongside the stars and friends they also let in and communicate with frequently; both a great privilege and a great opportunity. RECOMMEND ADS ON SOCIAL MEDIA, LIKE FACEBOOK OR TWITTER, TO GET THEIR ATTENTION (ASSUMING TOP SPOT OVER TELEVISION FOR FIRST TIME)62% ADS 27% TO COMMUNICATE 10 OR MORE HOURS PER TYPICAL WEEK INTERNET THINK IT’S IMPORTANT TO BE ABLE TO CONNECT WITH BRANDS OR COMPANIES THEY LIKE ONLINE VIA FACEBOOK, TWITTER ETC.27% SOCIAL MEDIA Social Media – A Key Retention, Referral & Recommendation Engine 20% USE GOOGLE+ AT LEAST ONCE A WEEK GOOGLE+ USE FACEBOOK AT LEAST ONCE A WEEK FACEBOOK 91% 30% USE TWITTER AT LEAST ONCE A WEEK TWITTER THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 8. SALES & DISCOUNTS 55% 67% 64% 58% What Kind of Information Do You Enjoy Getting From Brands You’re Connected To? MALE FEMALE 14-17 18-24 0 10 20 30 40 50 60 70 RANDOM FUNNY CONTENT 13% 14% 19% 18% COOL UNUSUAL CONTENT 19% 17% 12% 13% POPULAR PRODUCT INFO 28% 22% 20% 30% TRENDS 18% 18% 27% 27% 07Research & Strategic Insight This also means, however, that the onus is now on smart brands to seize this opportunity and publish out to these channels as frequently, and with as much individual relevance, as desired by your shopping quarry. The actual media vehicle may be much cheaper or free – but time, money and effort now needs to be focused on things like defining and refining your editorial brand, creating, curating and aggregating content, developing useful shopping apps, monitoring interactions and developing trigger mechanisms and algorithms that can pulse back catered messages to win back or enhance shopper engagement – to name but a few of the various new tools at a modern retailer’s disposal. No wonder well-respected direct marketers, when paired with the most modern of digital proficiencies, are becoming the modern marcom industry’s new soothsayers and leaders of choice. VIP PERKS 32% 43% 40% 36% NEW PRODUCT INFO 40% 44% 45% 39% THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 9. 08 Referral Behaviour Online –Which of the Following Have You Shared Via Social Media? 0 5 10 15 20 25 30 35 40 PHOTOS OF CLOTHING, SHOES OR ACCESSORIES I WANT TO BUY PHOTOS OF CLOTHING, SHOES OR ACCESSORIES I JUST BOUGHT PHOTO / VIDEO OF ENTIRE SHOPPING TRIP PHOTOS OF FOOD I'M EATING A COMPLIMENT ABOUT SERVICES OR PRODUCTS ON STATUS UPDATE 37% 33% 39% 32% 32% 31% 34% 29% 30% 36% 33% 33% 29% 27% 31% 29% A COMPLIMENT ABOUT SERVICES OR PRODUCTS DIRECTLY ON COMPANY WALL OR BY TAGGING 9% 9% 11% 11% 9% 5% 7% 8% PHOTOS OF COOL STORE DISPLAYS 26% 22% 26% 22% M A L E FEMALE 14-17 18-24 Research & Strategic Insight Word of mouth marketing has been the manna for brands, retailers and advertisers alike since the very beginning of trade. Our time is no exception. What has changed dramatically, however, over the past 6 years in particular (traced back to Facebook’s movement into high schools in 2006) is the velocity that word of mouth now travels at. Also changing dramatically are the various ways word of mouth can be delivered. A ‘Like’ on Facebook (91% of all student shoppers have an account), a “follow” on Twitter (30% have an account) or a “+1” on Google+ (20% have an account) are some of the most common and simple examples of modern day referrals. However, many of the student shoppers we studied take things to a whole other level – and in good numbers that demand attention. Take, for instance, that one third of student shoppers have used social media of one kind or another to post photos of clothing, shoes or accessories they want to buy (35%) or have just bought (32%). This is priceless advocacy; as these new consumer advocates name your stores, identify your brands and extol the virtues of shopping for and owning the items they are so fond of. Still in the same general range, we see a quarter to a third of student shoppers we surveyed indicating they’ve given props about great customer service and shared photos of cool store displays through social media. A little further out in the outlier range a full 7% of all students we spoke with (9% for males and 5% for females) have shared full videos of their shopping excursion (dubbed “haul videos”) with their like-minded social media peeps. With Millennial consumers placing new emphasis on being their own peer group’s source for information on a given topic, category, cause, brand or destination it’s incredibly important today to nurture and identify these advocates and “advocates-in-waiting” and then publish for, and interact with, them differently than a more mainstream or less engaged consumer. In the middle term this addressable community of advocates will become your most important retention, recommendation and referral engine and, really, should soon become a bona fide asset on your books. Who are your “advocates” and how are you engaging them? THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 10. 09 New Eco-System = New Priorities Research & Strategic Insight So what are we to make of all this? It can seem confusing, and all the new types and names of vendors are surely adding to this, but it’s important to remember that the basics of good marketing still apply – they’re just being digitized and velocitized to suit the technology and linked proclivity of our times. THE STILL IMPORTANT BASICS THEIR MIRRORED NEW PRIORITIES Make your customers feel “super special” and understood. Articulate a consistent and easily understood brand message. Become an approachable and trusted resource that tells a good story. Be easy to find and easy to understand. Get to know your customers in all their diverse and changing glory. Create experiential events and interesting, talk-worthy promotions. Develop, consistently nurture and grow an addressable community of customers – segmented and published to (mobile, social media, traditional media, website etc.) differently. Study, ascertain and evolve what your editorial brand is. (Who’s your audience? What type of content are they interested in? How do they want their content?) Implement an insight-driven publishing schedule that is focused on engagement and thought leadership. Feed Google with an integrated brand-focused SEO and SEM strategy that drives discoverability. Market as you research and research as you market. Today’s CRM tools double perfectly as ongoing research tools. Focus less on traditional mass media and more on developing a measurable and eminently scalable online community through all types of outreach. THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 11. 10Research & Strategic Insight The current morphing state of our mass mediascape is a tapestry of tried and true traditional media and, increasingly, new world digital media. It’s absolutely telling that social media and television are neck and neck when it comes down to Canadian student shopper recommendation to get their attention – the new one-two punch. Also telling is the dominant place that in-store advertising takes compared to some old stand-bys of retail marketing including radio, billboards, magazines and flyers. Rich digital media (consumed before, during and after a shopping excursion) will slowly start to supplant these old mainstays bit by bit, relegating many to relative obscurity in the coming years. Finally, it’s important to highlight that, while Canadian student shoppers don’t see the value of company or brand websites as attention-getting tools, once you’ve got their attention they put retailer websites solidly in their top three most trusted sources when it comes down to learning about new products and trends. Your retail website needs to be considered a crucial hub for all your major new mediascape communications; your social media properties and social media publishing act as outreach while the site acts as a constantly updated repository of brand information. If a Company Wants to Get Your Attention, Which of the Following Places Should They Put Their Ad? MALE FEMALE 14-17 18-24 0 10 20 30 40 50 60 70 POSTERS RADIO IN-STORE COMPANY / BRAND WEBSITE ONLINE BANNER ADS BILLBOARDS MAGAZINE / NEWSPAPER FLYERS (SENT TO HOME) YOUTUBE / OTHER VIDEO SHARING SITES BEFORE A MOVIE IN A THEATRE AT AN EVENT OR LOCATION PUBLIC TRANSIT TELEVISION FACEBOOK, TWITTER / OTHER SOCIAL MEDIA 63% 57% 59% 60% 56% 56% 55% 51% 49% 57% 50% 58% 54% 53% 48% 57% 54% 50% 45% 31% 42% 34% 42% 49% 45% 45% 41% 43% 43% 42% 34% 43% 41% 33% 36% 34% 35% 31% 39% 39% 31% 28% 25% 27% 26% 26% 31% 29% 28% 26% 23% 24% 24% 50% 64% 64% Which THREE sources do you trust the most when it comes to learning about new trends and products? Source: In Top Three Most Trusted Sources Directly From Retailers While Shopping Retailer Websites Print Magazines Social Media Newspapers Talking with friends & family 56% 44% 42% 33% 23% 22% Getting Their Attention – An Old and New Media Mash Up THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 12. Online Shopping by Category in the Past Month MALE FEMALE 14-17 18-24 18% 26% 23% 11% 13% 9% 6% 2% CLOTHING TECHNOLOGY MUSIC, BOOKS, ENTERTAINMENT ACCESSORIES SHOES SPORTING GOODS EVENTS, CONCERTS GROOMING / BEAUTY 0 5 10 15 20 25 30 23% 22% 25% 14% 14% 4% 9% 5% 15% 14% 15% 11% 10% 6% 5% 4% 20% 10% 18% 14% 11% 2% 9% 7% 11Research & Strategic Insight At first glance, a couple provocative statistics linked to online shopping behaviour amongst students appear to be making a great case for the eventual rise and potential dominance of online shopping: 1. Fully 55% of surveyed student shoppers in our study indicated they would make at least one online purchase this coming holiday season. 2. Confounded by a lack of credit card access and, thus, no small amount of wrangling to get parental permission, just under 1 in 6 student shoppers between the ages of 14 and 17 still manage to make clothing, technology, music, books and entertainment purchases online in a typical month. However, as interesting and important as these statistics are to take note of, the online behaviour statistics identified in this study, when analyzed in aggregate, show a defined lethargy amongst Canadian student shoppers for this retail channel. It’s developing, but at a slow rate and with still comparatively low penetration across the board when compared to traditional in-store shopping. Percentages increase, naturally, as high school students graduate into post-secondary education, but still only peak at the 20%-25% range for clothing, technology, music, books and entertainment. Online Retailing – A Still Developing Phenomenon Amongst Students THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 13. “I love shopping online at stores like Etsy or Modcloth because the items are so unique” 18% “I wish I could do more online shopping” 30% “Online shopping is far more convenient than actually going into a store” 24% 12Research & Strategic Insight As an augmentative option to traditional retail, online retailing surely has its place and will continue to grow. Meanwhile, for many a smaller boutique company, online has definitely become a true major, often singular, business-driver. But, on a mainstream level, online shopping is not a big student shopper story this year– the increasing interest in, and demand for, richer, digitally-driven, shopping experiences is. And as for that question related to online shopping for the holidays, yes, at least one online purchase is expected by over half of our studied student population but this means that 45% of student shoppers expect to make no online purchases during the upcoming giving time. Compared to a lone 1% (true outliers) that expect to make no purchases in-store, this shows that online shopping has nowhere the penetration nor volume that bricks and mortar still does – these students are just demanding and expecting more from the brands they love in the lead up to, and during, their live shopping experiences. I can get name brands for less 32% It's more convenient because I can shop at whatever time I want 26% There are items that can only be purchased online 42% There is a deal online 59% The user reviews online help me make the right choice 23% There's a better selection 28% I can compare prices better 41% Online stores have more unique items 19% It's more convenient than travelling to the store 29% What Drives You to Make a Purchase Online? THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 14. Style is very important to me 50% 58% 56% 52% People place too much importance on brands 63% 59% 65% 57% The Student Shopper Mindset – A Window Into Changing Attitudes 13Research & Strategic Insight We close this debut white paper for The Pulse of the Canadian Shopper with a look at the current mindset and pulse of Canadian student shopper attitudes and values. Observing the top three most overwhelmingly agreed upon attitudinal statements is very telling; student shoppers continue to be very money-conscious, quite thorough researchers and, importantly, are increasingly inclined to demystify brands. Delving a bit more into the brand conundrum, we continue to see expectations and demands for brand relevancy with more of our respondents (fully half at 50% in aggregate) placing the onus on brands to “stand for something they believe in” vs. simply expressing loyalty to favourite brands (44%). Interestingly, the more practical take on branding as a core decision-maker registers significantly less with only 38% of student shoppers agreeing with this statement. How Much Do You Agree with the Following Statements? (top 2 box) MALE FEMALE 14-17 18-24 I should save more money I am loyal to my favourite brands When it comes down to two similar products- I'll always choose a product that comes from my own country first I like to follow trends I save up money to buy name brand products I tend to buy a lot of things on a whim 0 10 20 30 40 50 60 70 80 72% I like to research things before I buy them 56% 46% 43% 59% 46% 40% 41% 48% The recent recession has taught me I should think about the future 46% 42% 43% 45% I worry a lot about finances 45% 45% 41% 42% I tend to buy a lot of gadgets 32% 28% 17% 42% 31% 37% 36% 32% 26% 28% 24% 30% 25% 24% 21% 29% 25% 24% 24% 23% I'm very practical in the things I buy 51% 46% 47% 50% I will purchase a brand if it stands for something I believe in 51% 51% 50% 50% 68% 74% 66% It's important I treat myself on a regular basis 37% 30% 32% 35% I would choose a small or local brand over a large well-known brand (assuming similar price) 33% 33% 28% 28% I consider what other people think of me when I wear/use certain brands 37% 45% 37% 46% Brands help me make decisions on product purchases 45% 31% 42% 35% THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 15. 14Research & Strategic Insight One only needs to take a quick look at our results for influences on final purchase decision for further accentuation of this brand diminishment trend; yes, brands still exert strong influence for a majority of Canadian student shoppers (54% in aggregate, and strongly driven by males) but they rank a very distant second to simple sales (81%). Further, brands and products that are made ethically (35%) and are environmentally friendly (25%) continue to exert respectable influence in today’s new shopping landscape; the wise and future–thinking retailer and marketer alike could do worse than to focus on these ongoing and relatively new elements of branding as both actual points to hammer home in consumer-focused publishing as well as symbols of the myriad, and increasingly well-informed, prisms that feed the modern consumer mindset. Between the new retailer marketing eco-system and changing perceptions young Canadians have of the essential building blocks of modern consumer culture, both strongly identified in this, our debut study of student shopping attitude and behaviour, it stands to reason that the near future of retailing is definitely going to be a much more consumer driven one. This all speaks to a growing ambivalence and skepticism young North Americans in general have been demonstrating for the past 5+ years when it comes down to brands; they are still considered relatively useful tools but the internet and the requisite access and diversity of opinion it represents has morphed brand affinity from slavish adulation to something a lot more complex and consumer-centric. ENVIRONMENTALLY RESPONSIBLE PRODUCT IS ON SALE 78% 79% 84% 60% 47% 55% 52% 36% 36% 26% 24% 24% 19% 14% 15% 18% 26% 35% 35% 85% What Influences Your Final Purchasing Decision? (top 2 box) MALE FEMALE 14-17 18-24 0 20 40 60 80 100 MADE IN CANADA PRODUCT IS MADE ETHICALLY WELL KNOWN BRAND THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012
  • 16. Research & Strategic Insight Project Lead and Author Mike Farrell SVP, Research and Strategic Insight Conversion Marketing & Communication Data Lead Caroline Wilson Vireo Research Design Diana Shim About The Study SPC Card and Conversion are proud partners in the annual “Pulse of the Canadian Student Shopper” study. With 1 million+ cardholders aged 12-24, SPC Card - Canada’s leading student loyalty program, enjoys robust and privileged access to young Canadian shoppers. Conversion Research, the full service insight practice helmed by award-winning market research expert – Mike Farrell, provides undeniable longitudinal experience and objective discipline. This study was fielded online in September 2011 to a fielding universe of SPC Card members and derived a national total aggregate sample size of 2,732 Canadian students aged 14-24 – weighted to most recent StatsCan regional and demographic information where applicable. Full sets of detailed tables are available upon request. Customized detailed tables (i.e. cut by stores shopped or custom demographics) are available for a very reasonable fee. Interested in knowing more about SPC Card? Please contact: Nicholas Bianchi Director, Sales & Loyalty Marketing nicholas@spccard.ca toll free – 877.798.4637 ext. 241 Interested in knowing more about Conversion, this project and custom research opportunities? Please contact: Mike Farrell SVP, Research and Strategic Insight Conversion Marketing & Communication mike.farrell@driveconversion.com 416.938.0673 Please direct all media enquiries to Mike Farrell. THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012