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Mom Study 2013: Back to School Study
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Mom Study 2013: Back to School Study

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  • 1. Mom Study 2013 Back-To-School Report! 08.28.13!
  • 2. Who was Involved? The “Mom Study 2013” is based on qualitative and quantitative research and was conducted with more than 900 momSpotters® throughout the United States during the month of August of 2013. This report is available for download at www.buzzmg.com/reports.! Composed based on data from 01.01.2013 – 03.08.2013! 943 Participants! 7,000 Panelists! 100% Female! Survey fielded online! Ages 21-55! 21-30 ! ! ! !13%! 31-39 ! ! ! !33%! 40-49 ! ! ! !42%! 50-55 ! ! ! !12%! Mom Study 2013: Back-To-School Report!
  • 3. Location CA# 10%# TX# 4%# NY# 12%# FL# 4%# IL# 12%# PA# 7%# OH## 4%# GA# 6%#MI# 5%# NC# 4%# NJ# 5%# Rest#of#the# USA# 27%# Mom Study 2013: Back-To-School Report!
  • 4. Community City# 35%# Suburbs# 53%# Rural# 12%# Mom Study 2013: Back-To-School Report!
  • 5. Ethnicity African# American# 14%# Asian# American# 4%# Caucasian# 70%# Hispanic# 10%# Mixed#2%# Mom Study 2013: Back-To-School Report!
  • 6. Marital Status Single# 9%# DaSng# 1%# In#a# relaSonship# 12%# Married# 69%# Divorced# 9%# Mom Study 2013: Back-To-School Report!
  • 7. Education High#school# Diploma# 31%# Associates# Degree# 20%# Bachelors# Degree# 36%# Masters# Degree# 12%# Doctorate# 1%# Mom Study 2013: Back-To-School Report!
  • 8. Employment employed# fullVSme# employed# partVSme# unemployed# employed# partVSme# from#home# employed# fullVSme# from#home# a#fullSme# homemaker# 50%# 16%# 4%# 4%# 2%# 24%# Mom Study 2013: Back-To-School Report!
  • 9. Household Income Less#than# $8,000# $8,000#V# $33,000# $33,000V# $82,000# $82,000#V# $170,000# $170,000#V# $370,000# More#than# $370,000# I#don't# want#to# specify# 1%# 15%# 45%# 30%# 5%# 1%# 3%# Mom Study 2013: Back-To-School Report!
  • 10. Number of Children One# Two# Three# Four# Five# Six# 25%# 37%# 22%# 9%# 3%# 3%# Mom Study 2013: Back-To-School Report!
  • 11. Infant:#0V12# Months# Toddler:#1V2# yrs# Child:#3V7# Tween:8V12# Teen:13V19# Young# Adults:# 20V30# 11%# 23%# 54%# 57%# 43%# 21%# Age of Children Mom Study 2013: Back-To-School Report!
  • 12. Children’s Residence With#me#full#Sme# With#me#the# majority#of#the# Sme# With#me#part#of# the#Sme# Outside#of#my# home,# independently# 90%# 4%# 2%# 4%# Mom Study 2013: Back-To-School Report!
  • 13. My child(ren) currently attend(s) _____:! Mom Study 2013: Back-To-School Report! Elementary# School# Middle#School# High#School# College# Post#Grad# 48%# 34%# 41%# 26%# 6%#
  • 14. Who do you usually shop with?! Mom Study 2013: Back-To-School Report! Myself# My#Child(ren)# My#Friends# Other# 91%# 84%# 56%# 15%#
  • 15. What percentage of your back-to-school spending is influenced by your child?! Mom Study 2013: Back-To-School Report! Zero# TwentyVfive# Fiey# SeventyVfive# One#hundred# 5%# 14%# 42%# 29%# 10%#
  • 16. When will you begin back-to- school shopping?! Mom Study 2013: 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# 4%# 17%# 39%# 30%# 6%# 4%#
  • 17. How many times will you go shopping?! Mom Study 2013: Back-To-School Report! Once# Twice# Three#Smes# Four#Smes# Five#Smes# UnSl#I#am# saSsfied## 8%# 14%# 22%# 6%# 1%# 49%#
  • 18. How will the economy impact your back-to-school shopping this year?! Mom Study 2013: Back-To-School Report! I#will#not#be#impacted#by#the#economy# I#will#buy#more#store#brand/generic#products# I#will#do#more#online#shopping# I#will#reuse#last#year's#school#items# I#will#do#more#comparaSve#shopping#online# I#will#use#more#coupons## I#will#look#for#more#sales# 14%# 22%# 28%# 32%# 43%# 51%# 79%#
  • 19. Are you using coupons this year? Did you use coupons last year?! Mom Study 2013: Back-To-School Report! Yes# 80%# No# 20%# Yes# 75%# No# 25%# 2013# 2012#
  • 20. Do you plan to spend more or less on your back-to- school shopping this year?! Mom Study 2013: Back-To-School Report! More# 28%# Less# 19%# Same# 53%#
  • 21. How much do you plan to spend on basic school supplies?! Mom Study 2013: Back-To-School Report! $100#V# $200# $200#V# $300# $300#V# $400# $400#V# $500# $500#V# $600# $600#V# $700# More#than# $700# 83%# 10%# 3%# 2%# 1%# 1%# 0%#
  • 22. How much do you plan to spend on electronics?! Mom Study 2013: Back-To-School Report! $100#V# $200# $200#V# $300# $300#V# $400# $400#V# $500# $500#V# $600# $600#V# $700# More#than# $700# 59%# 15%# 8%# 7%# 4%# 1%# 6%#
  • 23. How much do you plan to spend on clothes and shoes?! Mom Study 2013: Back-To-School Report! $100#V# $200# $200#V# $300# $300#V# $400# $400#V# $500# $500#V# $600# $600#V# $700# More#than# $700# 35%# 24%# 16%# 10%# 8%# 0%# 7%#
  • 24. How much do you plan to spend for all of your back-to- school purchases?! Mom Study 2013: Back-To-School Report! $100#V# $200# $200#V# $300# $300#V# $400# $400#V# $500# $500#V# $600# $600#V# $700# More#than# $700# 17%# 10%# 13%# 14%# 10%# 9%# 27%#
  • 25. Where will you purchase back-to-school items this year?! Mom Study 2013: Back-To-School Report! Other# Catalog# Campus#Store# Smart#Phone/Tablet# Electronics#Store# Drug#Store# Online# Discount#Store# Office#Supply#Store# Department#Stores# Retail#locaSons# 7%# 9%# 11%# 18%# 29%# 37%# 58%# 61%# 62%# 69%# 78%#
  • 26. If you plan to buy electronics which do you plan to buy?! Mom Study 2013: Back-To-School Report! Laptop# None#of# the# Above# Tablet# Smart# Phone# TV# MP3# Player# Digital# Camera# Kindle# DVD# Player# 41%# 32%# 30%# 17%# 11%# 9%# 9%# 8%# 3%#
  • 27. If you plan to buy a laptop which brand do you plan to buy?! Mom Study 2013: Back-To-School Report! Apple# 22%# Dell#/# Alienware# 18%# Sony# 7%# Lenovo# 2%# Acer#/# Gateway# 4%# HP# 37%# Samsung# 7%# Toshiba# 2%# ASUS# 1%#
  • 28. Where do you plan to purchase your electronics?! Mom Study 2013: Back-To-School Report! Best#buy# Walmart# Target# Amazon# Ebay# Other# KVmart# Radioshack# 58%# 54%# 50%# 46%# 12%# 9%# 8%# 6%#
  • 29. What is most important to you when purchasing a product? (select two)! Mom Study 2013: Back-To-School Report! Quality# Brand#name## FuncSonality# Value# Lowest#Price# Reviews# 81%# 28%# 26%# 21%# 20%#
  • 30. Key Findings Moms are looking for new technology this year. 41% of Moms said they are looking to buy a laptop while 30% said they are shopping for a tablet this year. Another 17% are in the market for a new smart phone.The most popular computer brands this year are HP (37%), Mac (22%), and Dell (18%). ! Moms want quality more than anything else. Although over 25% of Moms stated that a “brand name” and “functionality value” are important to them when purchasing a product, an overwhelming majority (81%) selected “quality” as the most important factor. ! Moms are not waiting until the last moment to do their back-to-school shopping. 20% of Moms start shopping two months before school starts, while 60% start shopping at least one month before, and 90% at least 2 weeks before school starts. Only 4% of Moms start their shopping once school begins. ! Mom Study 2013: Back-To-School Report!
  • 31. Buzz Marketing Group ! 1515 Market St. ! Suite 1810! Philadelphia, PA 19102! 215.399.5679! www.buzzmg.com! Contact Us