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 fielded 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!

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!

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 influenced by your child?!

Mom Study 2013: Back-To-School Report!

Zero# TwentyVfive# Fiey# SeventyVfive# 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#saSsfied##

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#

Office#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!

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