Google - Back to School Trends Report 2013


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At over $80 billion, consumer spending during the back-to-school season is second only to that of the winter holidays.* Get your clients ready for the August spike by fine-tuning their campaigns based on insights from the Back to School Trends Report, including:
• The most popular online and in-store shopping dates
• How people use devices to inform and act on their shopping decisions
• What types of products consumers are interested in this season

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Google - Back to School Trends Report 2013

  1. 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1 Making the Grade: Back to School 2013
  2. 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2 average spending of K-12 parents on back-to-school apparel, school supplies and electronics$689 Source: NRF “2012 Back-to-School Consumer Intentions and Actions Survey” conducted by BIGResearch, July 2012 $30.3Bestimated spending on grades K-12 among US consumers in 2012 Back to school is the second biggest consumer spending event and hit an all-time high in 2012
  3. 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3 Apparel & accessories topped 2012 anticipated spending Consumer anticipated spending on BTS shopping, by segment, July 2012 Source: Mintel/NRF/BIG Insight, “Consumer Intentions & Actions Survey,” 2012 *Note: The above figure does not reflect the actual retail sales, but provides insights on shoppers’ anticipated spending for back to school Clothing & accessories 36% Computers & electronics 31% Shoes 19% School supplies 14%
  4. 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4 Discount stores top the list for anticipated purchase channels Anticipated retail channels for purchasing BTS items, July 2012 Source: Mintel/NRF/BIG Insight, “Consumer Intentions & Actions Survey,” 2012 8.2% 14.4% 22.7% 26.3% 39.6% 42.0% 52.0% 59.9% 67.1% Catalog Thrift store/resale shop Drug store Electronics store Online Office supplies store Clothing store Department store Discount store
  5. 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5 Both online and in-store total retail sales were up Y/Y during back-to-school season 2012 Source: MasterCard Spending Pulse™ Y/Y% change based on 7/1 – 9/30 data and does not account for change in number of weekend days Y/Y, etc. +15% Online retail sales +4% In-store retail sales Y/Y growth Q3 2011 to Q3 2012
  6. 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6 Five key insights for Back to School 2013  Back to school shoppers are undecided  Consumers are shopping for themselves, too  Tech products are the highest priority for BTS shoppers  Device usage is blurring: consumers take a multi- device path to purchase  Video is the new TV 1 2 3 4 5
  7. 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7 1. Back to school shoppers are undecided Source: Mintel, Base 905 parents/guardians aged 18+ with internet access living with children enrolled in K-12 who bout back to school items in Fall 2012 *How much do you agree with the following statements, **”Which if any did you do this Fall 2012 to save money on back to school items for your child?” 72% prefer to research what back- to-school supplies, electronics and apparels child need then look for sales before buying More than 1 in 4 compared prices online/mobile before purchasing in store 1 in 4 researched and compared prices online before purchasing online
  8. 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8 2. Consumers shop for themselves 4 In 10 are shopping for themselves this back-to-school season Base: Plan to make back-to-school purchases (n=550) Q: For which of the following people do you plan to shop for this back-to-school season? Select all that apply. Source: Google Back-To-School 2012 Survey, conducted by Ipsos in March 2012. 44% 32% 27% 19% 12% 12% Myself An elementary or grade school-aged child A high school-aged child Someone else in my household A nursery or preschool-aged child A college-aged child Who shoppers plan to buy for this BTS season
  9. 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9 And shoppers who plan to buy for themselves are valuable Average amount shoppers plan to spend on: Base: Floating. Plan to purchase for specific group (n=64-243) Q: Thinking about all the shopping you plan to do for back-to-school items, approximately how much in total do you plan to spend on each of the following people? Select one for each. Source: Google Back-To-School 2012 Survey, conducted by Ipsos in March 2012. Nursery or pre-school children Elementary or grade school children High school children College students Myself $206 $286 $471 $501 $383
  10. 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10 3. Tech products are the highest priority for back to school shoppers “Dramatic changes in the technology landscape and the prevalence of technology in the classroom have altered the way BTS shoppers research and make purchases, and have also impacted what shoppers consider to be essential school supplies. As tablet computers and similar devices take a more prominent role in delivering education, retailers of traditional school supplies may feel a decrease in the demand for ‘old-school’ supplies such as notebooks and pens.” Source: Ika Erwina, Apparel, Retail, and Technology Analyst, Mintel
  11. 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11 Continue on a PC/Laptop 61% Continue on a Tablet 4% Continue on a Tablet 5% Continue on a PC/Laptop 10% 61% Start on a Smartphone 11% Start on a Tablet 25% Start on a PC/Laptop Continue on a Smartphone 19% 4. Consumers take a multi-device path to purchase Base: Have Started Activity on One Device & Continued on Another (1455); Shopping (969). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on.  If you have not done this, select “I have not done this”.  
  12. 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12 5. Video is the new TV 55% 50% 46% 44% 41% #1 for 18–34 reach (All cable nets) Source: Nielsen, March 2013
  13. 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13 And time spent online is now equal to TV Source: Forrester Research, 2012, “Understanding The Changing Needs Of The US Online Consumer.” 0 2 4 6 8 10 12 14 2005 2006 2007 2008 2009 2010 2011 TV Internet Radio Newspapers Magazines Hours spent in a typical week by media format
  14. 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14 Recommendations
  15. 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15 Highlight Back to School offers across devices, locations, and time of day Use bid modifiers to reach relevant shoppers at the point of purchase Navigate to your site faster with Ad Sitelinks
  16. 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16 Thank you