Mom Study 2014: Back-to-School

4,009 views

Published on

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
4,009
On SlideShare
0
From Embeds
0
Number of Embeds
2,808
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mom Study 2014: Back-to-School

  1. 1. Mom Study 2014 Back-To-School Report! 07.21.14!
  2. 2. Who was Involved? The “Mom Study 2014” is based on qualitative and quantitative research and was conducted with more than 500 momSpotters® throughout the United States during the month of July of 2014. This report is available for download at www.buzzmg.com/reports.! Composed based on data from 07.01.2014 – 07.20.2014! 593 Participants! 7,000 Panelists! 100% Female! Survey fielded online! Ages 21-55! 21-30 ! ! ! !14%! 31-39 ! ! ! !30%! 40-49 ! ! ! !31%! 50-55 ! ! ! !25%! Mom Study 2014: Back-To-School Report!
  3. 3. Location Mom Study 2014: Back-To-School Report! NY# 9%# CA# 8%# IL# 12%# TX# 6%# FL# 5%# PA# 6%#GA# 6%# Rest#of#USA# 48%#
  4. 4. Ethnicity Mom Study 2014: Back-To-School Report! White# 68%# Black# 18%# Asian# American# 4%# Hispanic# 8%# Mixed# 2%#
  5. 5. Marital Status Mom Study 2014: Back-To-School Report! Single# 13%# DaPng# 4%# In#a# relaPonship# 13%#Married# 63%# Divorced# 7%#
  6. 6. Education Mom Study 2014: Back-To-School Report! High#school# diploma# 28%# Associates# Degree# 19%# Bachelors# Degree# 33%# Masters# Degree# 16%# Ph.D# 4%#
  7. 7. Employment Mom Study 2014: Back-To-School Report! Unemployed# Working#partU Pme# Working#fullU Pme# SelfU employed# A#student# FullUPme# homemaker# 11%# 16%# 51%# 10%# 4%# 9%#
  8. 8. Household Income Mom Study 2014: Back-To-School Report! Less#than# $8,000# $8,000#U# $33,000# $33,000U# $82,000# $82,000#U# $170,000# $170,000#U# $370,000# More#than# $370,000# 1%# 11%# 44%# 32%# 8%# 4%#
  9. 9. My child(ren) currently attend(s) _____:! Mom Study 2014: Back-To-School Report! Elementary# School# Middle#School# High#School# College# Post#Grad# 48%# 36%# 37%# 30%# 8%#
  10. 10. Who do you usually shop with? (Select all that apply)! Mom Study 2014: Back-To-School Report! Myself# My#Child(ren)# My#Friends# My#Parent(s)# 96%# 81%# 62%# 26%#
  11. 11. What percentage of your back-to-school spending is influenced by your child?! Mom Study 2014: Back-To-School Report! Zero# TwentyUfive# Fi`y# SeventyUfive# One#hundred# 8%# 17%# 37%# 29%# 9%#
  12. 12. When will you begin back-to- school shopping?! Mom Study 2014: 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# 12%# 28%# 40%# 14%# 2%# 4%#
  13. 13. How many times will you go shopping?! Mom Study 2014: Back-To-School Report! Once# Twice# Three#Pmes# Four#Pmes# Five#Pmes# UnPl# saPsfied# 9%# 8%# 17%# 9%# 2%# 56%#
  14. 14. How will the economy impact your back-to-school shopping this year? (Select all that apply)! Mom Study 2014: Back-To-School Report! I#will#not#be#impacted#by#the#economy#this#year# I#will#spend#less#overall# I#will#buy#more#store#brand/generic#products# I#will#reuse#last#year's#school#items# I#will#do#more#online#shopping# I#will#do#more#comparaPve#shopping#online# I#will#use#more#coupons# I#will#look#for#more#sales# 16%# 20%# 27%# 29%# 41%# 46%# 52%# 77%#
  15. 15. Are you using coupons this year? Did you use coupons last year?! Mom Study 2014: Back-To-School Report! 2014# 2013# Yes# 85%# No# 15%# Yes# 77%# No# 23%#
  16. 16. Do you plan to spend more or less on your back-to-school shopping this year compared to last year?! Mom Study 2014: Back-To-School Report! More# Less# Same# 26%# 18%# 56%#
  17. 17. How much do you plan to spend for all of your back-to-school purchases?! Mom Study 2014: Back-To-School Report! Less#than# $200# $200U$400# $400U$600# $600U$800# $800U$1,000# More#than# $1,000# 13%# 22%# 20%# 13%# 13%# 19%#
  18. 18. Where will you purchase back-to-school items this year? (Select all that apply)! Mom Study 2014: Back-To-School Report! Catalog# Campus#Store# Smartphone/Tablet# Electronics#Store# Drug#Store# Discount#Store# Office#Supply#Store# Online# Department#Stores# Retail#locaPons# 11%# 17%# 27%# 34%# 35%# 59%# 63%# 71%# 71%# 76%#
  19. 19. If you plan to buy electronics, which do you plan to buy? (Select all that apply)! Mom Study 2014: Back-To-School Report! Laptop# Tablet# Smartphone# TV# Kindle# Digital#Camera#DVD#Player# MP3#Player# 46%# 34%# 24%# 13%# 10%# 10%# 7%# 6%#
  20. 20. Where do you plan to purchase your electronics? (Select all that apply)! Mom Study 2014: Back-To-School Report! Amazon# Best#buy# Walmart# Target# Ebay# Radioshack# KUmart# 63%# 58%# 52%# 49%# 15%# 10%# 10%#
  21. 21. What is most important to you when purchasing a product? (select two)! Mom Study 2014: Back-To-School Report! Quality# Brand#name# FuncPonality# Value# Lowest#Price# Reviews# 76%# 30%# 23%# 20%# 19%#
  22. 22. Key Findings Mom Study 2014: Back-To-School Report! 80% of Moms start shopping at least one month before school starts compared to 60% last year! 85% of Moms are using coupons this year compared to 77% last year! 71% of Moms plan to do some online shopping this year compared to 61% last year! 75% of Moms say their kids influence at least half of their back-to- school purchases ! 65% of Moms plan to spend more than $400 this back-to-school season!
  23. 23. Buzz Marketing Group ! 132 Kings Highway East ! Suite 202! Haddonfield, NJ 08033! 856.433.8579! Fax: 856.520.8581! www.buzzmg.com! Contact Us

×