Download as PDF, PPTX
Uploaded byThinkNow
Thinknow Back-to-School Shopping Behavior 2015 Report
The document analyzes back-to-school shopping behaviors among U.S. Hispanic families, highlighting that 61% participate in this shopping compared to 50% of non-Hispanics. Hispanic households report a higher average spending of $368 compared to $330 by non-Hispanics, with a significant portion starting their shopping in July or August. Mass merchants are the primary retail channel, while both groups still prefer physical stores for purchasing, despite an increasing trend in online shopping.
More Related Content
Similar to Thinknow Back-to-School Shopping Behavior 2015 Report
Thinknow Back-to-School Shopping Behavior 2015 Report
- 1. Understanding Hispanics’ Back-to-School ShoppingBehavior August 2015
- 2. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 Outline 2 Methodology Key Findings Detailed Findings Appendix
- 3.
- 4. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 Method Online survey via ThinkNow Research Omnibus Survey. Survey available in English and Spanish Sample Size July 2014 Hispanics: n=505 Non-Hispanics: n=310 July 2015 Hispanics: n=618 Non-Hispanics: n=931 Screening Criteria • Hispanics: self identify as Hispanic origin • Non-Hispanics: self identify as Non-Hispanic origin • 18-64 years of age Test Area Nationwide Fieldwork Timing July, 2014 July, 2015 Methodology 4
- 5.
- 6. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 • U.S. Hispanic families are younger than average and have more kids in the home to shop for. 61% state they’ll be partaking in Back-to-School vs. 50% of non-Hispanics. • Larger families translate into a higher Household spend for Back-to-School shopping. Each Hispanic household plans to spend $368 in Back-to-School purchase this year vs. $330 for non-Hispanic households. • Nearly 90% of Back-to-School shoppers start in July or August. 10% start shopping in June. • 80% of shoppers are done by the end of August. 20% buy still items in September. • Lay-away is used by a quarter of Hispanics and a fifth of non-Hispanics. • Mass-merchants continue to be the most likely channel for back-to-school purchases. • Between 20%-40% of Back-to-School shopping is done online. Clothes and school supplies are most likely to be purchased in physical stores. Key Findings 6
- 7.
- 8. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 Hispanic Households have more children present and are more likely to engage in Back-to-School shopping 8 61% 50% Hispanics Non-Hispanics 1.9 1.6 Number of Children per Household % of Households Back-to-School Shopping Up/down arrows indicate significant difference between groups at 95% confidence level.
- 9. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 9% 40% 48% 3% 10% 39% 48% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Hispanics - 2015 Non-Hispanics - 2015 When did you or will you Start Your Back-to-School Shopping? 9 June July August September More Back-To-School shopping shifted from About 10% of Shoppers start Back-to-School shopping in June, 40% in July and 50% in August. Up/down arrows indicate significant difference between groups at 95% confidence level.
- 10. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 10 When did you or will you Finish Your Back-to-School Shopping? 4% 17% 60% 19% 2% 13% 65% 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Hispanics - 2015 Non-Hispanics 2015 June July August September More Back-To-School shopping shifted from Hispanic shoppers are slightly more likely to finish Back-to- School shopping in June or July than non-Hispanics. Up/down arrows indicate significant difference between groups at 95% confidence level.
- 11. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 $339 $331 $368 $330 $0 $50 $100 $150 $200 $250 $300 $350 $400 Hispanics Non - Hispanics July 2014 July 2015 How much do you think you will spend this year on back-to-school purchases? 11 Hispanics vs. Non-Hispanics 2013 $293 Hispanic shoppers estimated they would be spending almost 9% more this year than last and 25% more than in 2013 Up/down arrows indicate significant difference from 2014 at 95% confidence level.
- 12. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 26% 26%26% 21% July 2014 July 2015 Do you plan on using lay-away services on any of the items on your back-to-school shopping list? 12 12 Planning to Use Layaway Service Hispanics Non-Hispanics Non-Hispanic shoppers were less likely to use Lay-away services this year. Hispanics stayed steady at 26% Up/down arrows indicate significant difference between groups at 95% confidence level.
- 13. Types of itemspurchased for Back-to- School stayed the same for Hispanics this year vs. last. General school supplies, clothes and shoes are the most common items Hispanics purchased, in 2015. Non-Hispanics will increase their purchase of clothes, books and athletic equipment significantly this year. 13
- 14. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 90% 78% 75% 47% 45% 35% 84% 79% 77% 46% 45% 34% July 2014 July 2015 For Your Back-to-School Shopping, What Type of Items will You be Shopping for? 14 School supplies (notebooks, pencils, pens, paper, backpacks, etc.) Clothes (uniforms, school outfits, seasonal clothing, etc.) Shoes (sneakers) Electronics (computers, laptops, tablets, printers, calculators, etc.) Books (textbooks) Athletic equipment/sporting goods Hispanics Non-Hispanics 87% 76% 76% 46% 30% 26% 91% 85% 79% 41% 43% 39% Up/down arrows indicate significant difference from 2014 at 95% confidence level.
- 15. Mass merchants continueto be the most important channel for school supplies, followed by office suppliers. 15
- 16. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 70% 50% 39% 34% 30% 15% 9% 6% Type of Store Where These Items will be Purchased 16 School Supplies Books Note: Only top mentions shown Mass Merchants/ Supercenters Office Suppliers Dollar Stores Club Stores Drug Stores Online Stores Electronic Stores Goodwill/ Second- Hand Stores 71% 55% 39% 35% 28% 21% 9% 5% Hispanics Non-Hispanics Mass Merchants/ Supercenters Online Stores Office Suppliers Club Stores Dollar Stores Goodwill/Second Hand Stores Drug Stores Will not shop for this type of item 41% 37% 25% 18% 11% 11% 11% 9% 44% 39% 25% 21% 14% 10% 13% 8% Hispanics Non-Hispanics Up/down arrows indicate significant difference between groups at 95% confidence level.
- 17. Apparel stores, Departmentsstores and Mass merchants are the most popular retailers for back-to-school clothes and shoes. 17
- 18. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 Type of Store Where These Items will be Purchased 18 Clothes Shoes Note: Only top mentions shown Apparel Stores Department Stores Mass Merchants/ Supercenters Online Sites/ Stores Goodwill/ Second- Hand Stores/ Garage Sales Club Stores Sporting Goods Stores Dollar Stores 57% 53% 52% 20% 17% 15% 13% 5% 63% 57% 60% 26% 22% 12% 13% 9% Hispanics Non-Hispanics 39% 35% 33% 25% 24% 11% 10% 39% 46% 41% 31% 25% 11% 14% Hispanics Non-Hispanics Department Stores Mass Merchants/ Supercenters Apparel Stores Sporting Goods Stores Online Sites/ Stores Goodwill/Second Hand Stores Clubs Stores Up/down arrows indicate significant difference between groups at 95% confidence level.
- 19. Non-Hispanics are significantlymore likely to shop for electronics at Office Supply Stores compared to non-Hispanics. 19
- 20. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 Type of Store Where These Items will be Purchased 20 Electronics Athletic Equipment Note: Only top mentions shown 63% 34% 34% 32% 19% 10% 7% 6% 65% 36% 46% 26% 31% 8% 4% 4% Hispanics Non-Hispanics 59% 34% 28% 16% 15% 14% 12% 7% 63% 32% 21% 19% 9% 21% 13% 8% Hispanics Non-Hispanics Electronics Stores Online Sites/ Stores Mass Merchants/ Supercenters Club Stores Office Suppliers Drug Stores Dollar Stores Goodwill/Second Hands Stores Sporting Goods Stores Mass Merchants/ Supercenters Online Sites/ Stores Club Stores Department Stores Apparel stores Goodwill/ Second- Hand Stores/ Garage Sales Drug Stores Up/down arrows indicate significant difference between groups at 95% confidence level.
- 21. Physical stores arestill the primary Back- to-School mode of purchase for both Hispanics and Non-Hispanics. 21
- 22. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 81% 56% 72% 76% 61% 73% 19% 44% 28% 24% 39% 27% 0% 20% 40% 60% 80% 100% Jul'15 Jul'15 Jul'15 Jul'15 Jul'15 Jul'15 School Supplies Books Clothes Shoes Electronics Athletic Equipment 78% 56% 74% 75% 60% 69% 22% 44% 26% 25% 40% 31% 0% 20% 40% 60% 80% 100% Jul'15 Jul'15 Jul'15 Jul'15 Jul'15 Jul'15 22 Please enter the percentage of your purchases you plan to make online vs. a physical store HispanicsNon-Hispanics Online Physical Store Online Physical Store Up/down arrows indicate significant difference between groups at 95% confidence level.
- 23. Both targets tendto make at least 3 visits/sessions in average when buying back-to-school supplies, online or store purchases. 23
- 24. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 How many trips to physical stores do you usually need to complete your back-to-school shopping? 24 Avg. # of Store Visits 3.8 3.23.6 3.5 July 2014 July 2015 Hispanics Non-Hispanics Up/down arrows indicate significant difference from 2014 at 95% confidence level.
- 25. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 How many online shopping sessions do you usually need to complete your back-to-school shopping? 25 Avg. # of Online Sessions 2.6 2.0 3.0 3.0 July 2014 July 2015 Hispanics Non-Hispanics Up/down arrows indicate significant difference from 2014 at 95% confidence level.
- 26.
- 27. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 July 2014 July 2015 July 2014 July 2015 Metric Hispanics n=505 Non- Hispanics n=310 Hispanics N=618 Non- Hispanics N=931 Metric Hispanics n=505 Non- Hispanics n=310 Hispanics N=618 Non- Hispanics N=931 Male 51% 49% 51% 49% Born in the U.S. 72% 92% 65% 91% Female 49% 51% 49% 51% Moved here 28% 8% 35% 9% Age Household Income 18 to 34 47% 35% 46% 36% Less than $30,000 30% 23% 35% 23% 35+ 53% 65% 54% 64% $30,000 to less than $50,000 25% 17% 17% 16% Mean age 37 42 37 41 $50,000 to less than $70,000 12% 17% 16% 16% 70,000 to less than $100,000 16% 14% 11% 13% Census Region $100,000 or more 13% 25% 13% 26% Northeast 15% 19% 15% 19% Median income ($000) $53 $65 $50 $65 Midwest 9% 24% 9% 24% South 36% 37% 37% 37% West 40% 20% 40% 20% Sample Profile 27
- 28. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 July 2014 July 2015 July 2014 July 2015 Metric Hispanics n=505 Non- Hispanics n=310 Hispanics N=618 Non- Hispanics N=931 Metric Hispanics n=505 Non- Hispanics n=310 Hispanics N=618 Non- Hispanics N=931 Marital Status Educational Attainment Married 50% 46% 43% 45% Less than High School 5% 6% 10% 4% Single 34% 30% 33% 32% High school graduate 17% 17% 25% 23% Living with partner 9% 8% 10% 10% Some College, but no degree 24% 24% 24% 28% Separated/divorced 7% 8% 10% 10% Trade or technical school 4% 7% 4% 5% Widowed 2% 3% 2% 2% Graduated from 2-year College 10% 11% 8% 7% Graduated from 4-5 year College 33% 28% 23% 22% Average household size 3.2 2.8 3.3 2.9 Post Graduate Degree 7% 8% 7% 10% Presence of Children Employment Status No children <18 present 49% 56% 48% 54% Employed or self employed (net) 65% 56% 65% 60% Any children <18 present 51% 44% 52% 46% Full-time Homemaker 10% 14% 9% 12% Currently unemployed 11% 8% 13% 8% Student, not employed 7% 5% 6% 4% Unable to work/Disabled 4% 7% 4% 7% Retired 3% 9% 4% 10% Sample Profile 28
- 29. Source: ThinkNow ResearchHispanic Omnibus Study – July 2014, July 2015 Metric Hispanics 2014 n=505 Hispanics 2015 N=618 Language Spoken at Home Spanish only 10% 11% Spanish mostly 32% 21% Spanish and English equally 25% 33% English mostly 17% 17% English only 16% 19% Country of Origin Mexican/Mexican American 60% 64% Puerto Rican 16% 12% South American 11% 9% Cuban 9% 8% Central American 5% 6% Dominican 4% 3% Sample Profile 29