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Mom Study 2013
Back-To-School Report!
08.28.13!
Who was Involved?
The “Mom Study 2013” is based on
qualitative and quantitative research and
was conducted with more than ...
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%#...
Community
City#
35%#
Suburbs#
53%#
Rural#
12%#
Mom Study 2013: Back-To-School Report!
Ethnicity
African#
American#
14%# Asian#
American#
4%#
Caucasian#
70%#
Hispanic#
10%#
Mixed#2%#
Mom Study 2013: Back-To-Sc...
Marital Status
Single#
9%#
DaSng#
1%# In#a#
relaSonship#
12%#
Married#
69%#
Divorced#
9%#
Mom Study 2013: Back-To-School R...
Education
High#school#
Diploma#
31%#
Associates#
Degree#
20%#
Bachelors#
Degree#
36%#
Masters#
Degree#
12%#
Doctorate#
1%#...
Employment
employed#
fullVSme#
employed#
partVSme#
unemployed# employed#
partVSme#
from#home#
employed#
fullVSme#
from#hom...
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#...
Number of Children
One# Two# Three# Four# Five# Six#
25%#
37%#
22%#
9%#
3%# 3%#
Mom Study 2013: Back-To-School Report!
Infant:#0V12#
Months#
Toddler:#1V2#
yrs#
Child:#3V7# Tween:8V12# Teen:13V19# Young#
Adults:#
20V30#
11%#
23%#
54%# 57%#
43...
Children’s Residence
With#me#full#Sme# With#me#the#
majority#of#the#
Sme#
With#me#part#of#
the#Sme#
Outside#of#my#
home,#
...
My child(ren) currently attend(s)
_____:!
Mom Study 2013: Back-To-School Report!
Elementary#
School#
Middle#School# High#S...
Who do you usually shop
with?!
Mom Study 2013: Back-To-School Report!
Myself# My#Child(ren)# My#Friends# Other#
91%#
84%#
...
What percentage of your
back-to-school spending is
influenced by your child?!
Mom Study 2013: Back-To-School Report!
Zero# ...
When will you begin back-to-
school shopping?!
Mom Study 2013: Back-To-School Report!
3#months#before#school#starts#
2#mon...
How many times will you go
shopping?!
Mom Study 2013: Back-To-School Report!
Once# Twice# Three#Smes# Four#Smes# Five#Smes...
How will the economy impact
your back-to-school shopping
this year?!
Mom Study 2013: Back-To-School Report!
I#will#not#be#...
Are you using coupons this
year? Did you use coupons
last year?!
Mom Study 2013: Back-To-School Report!
Yes#
80%#
No#
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...
How much do you plan to
spend on basic school
supplies?!
Mom Study 2013: Back-To-School Report!
$100#V#
$200#
$200#V#
$300...
How much do you plan to
spend on electronics?!
Mom Study 2013: Back-To-School Report!
$100#V#
$200#
$200#V#
$300#
$300#V#
...
How much do you plan to
spend on clothes and shoes?!
Mom Study 2013: Back-To-School Report!
$100#V#
$200#
$200#V#
$300#
$3...
How much do you plan to
spend for all of your back-to-
school purchases?!
Mom Study 2013: Back-To-School Report!
$100#V#
$...
Where will you purchase
back-to-school items this
year?!
Mom Study 2013: Back-To-School Report!
Other#
Catalog#
Campus#Sto...
If you plan to buy electronics
which do you plan to buy?!
Mom Study 2013: Back-To-School Report!
Laptop# None#of#
the#
Abo...
If you plan to buy a laptop
which brand do you plan to
buy?!
Mom Study 2013: Back-To-School Report!
Apple#
22%#
Dell#/#
Al...
Where do you plan to
purchase your electronics?!
Mom Study 2013: Back-To-School Report!
Best#buy# Walmart# Target# Amazon#...
What is most important to
you when purchasing a
product? (select two)!
Mom Study 2013: Back-To-School Report!
Quality# Bra...
Key Findings
Moms are looking for new technology this year. 41%
of Moms said they are looking to buy a laptop while
30% sa...
Buzz Marketing Group !
1515 Market St. !
Suite 1810!
Philadelphia, PA 19102!
215.399.5679!
www.buzzmg.com!
Contact Us
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Mom Study 2013: Back to School Study

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Transcript of "Mom Study 2013: Back to School Study"

  1. 1. Mom Study 2013 Back-To-School Report! 08.28.13!
  2. 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. 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. 4. Community City# 35%# Suburbs# 53%# Rural# 12%# Mom Study 2013: Back-To-School Report!
  5. 5. Ethnicity African# American# 14%# Asian# American# 4%# Caucasian# 70%# Hispanic# 10%# Mixed#2%# Mom Study 2013: Back-To-School Report!
  6. 6. Marital Status Single# 9%# DaSng# 1%# In#a# relaSonship# 12%# Married# 69%# Divorced# 9%# Mom Study 2013: Back-To-School Report!
  7. 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. 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. 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. 10. Number of Children One# Two# Three# Four# Five# Six# 25%# 37%# 22%# 9%# 3%# 3%# Mom Study 2013: Back-To-School Report!
  11. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 31. Buzz Marketing Group ! 1515 Market St. ! Suite 1810! Philadelphia, PA 19102! 215.399.5679! www.buzzmg.com! Contact Us
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