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Mom Study 2013: Back to School Study

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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 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 elded online! Ages 21-55! 21-30 ! ! ! !13%! 31-39 ! ! ! !33%! 40-49 ! ! ! !42%! 50-55 ! ! ! !12%! Mom Study 2013: Back-To-School Report!
  • 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!
  • 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-School Report!
  • Marital Status Single# 9%# DaSng# 1%# In#a# relaSonship# 12%# Married# 69%# Divorced# 9%# Mom Study 2013: Back-To-School Report!
  • Education High#school# Diploma# 31%# Associates# Degree# 20%# Bachelors# Degree# 36%# Masters# Degree# 12%# Doctorate# 1%# Mom Study 2013: Back-To-School Report!
  • 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!
  • 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!
  • 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%# 21%# Age of Children Mom Study 2013: Back-To-School Report!
  • Childrens 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!
  • 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%#
  • Who do you usually shop with?! Mom Study 2013: Back-To-School Report! Myself# My#Child(ren)# My#Friends# Other# 91%# 84%# 56%# 15%#
  • What percentage of your back-to-school spending is inuenced by your child?! Mom Study 2013: Back-To-School Report! Zero# TwentyVve# Fiey# SeventyVve# One#hundred# 5%# 14%# 42%# 29%# 10%#
  • 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%#
  • 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# saSsed## 8%# 14%# 22%# 6%# 1%# 49%#
  • 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%#
  • 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#
  • 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%#
  • 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%#
  • 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%#
  • 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%#
  • 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%#
  • 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# Oce#Supply#Store# Department#Stores# Retail#locaSons# 7%# 9%# 11%# 18%# 29%# 37%# 58%# 61%# 62%# 69%# 78%#
  • 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%#
  • 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%#
  • 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%#
  • 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%#
  • 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!
  • Buzz Marketing Group ! 1515 Market St. ! Suite 1810! Philadelphia, PA 19102! 215.399.5679! www.buzzmg.com! Contact Us
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