The document summarizes key findings from the "Mom Study 2013" survey of over 900 mothers regarding back-to-school shopping. It found that many moms are looking to purchase new electronics like laptops and tablets, with the most popular brands being HP, Apple, and Dell. Quality was seen as the most important factor when buying products. Most moms begin shopping 1-2 months before school starts rather than waiting until closer to the start of the school year.

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