Mom Study 2014 Back-To-School Report!

07.21.14!

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!

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%#

Ethnicity

Mom Study 2014: Back-To-School Report!

White#68%#

Black#18%#

Asian#American#

4%#

Hispanic#8%#

Mixed#2%#

Marital Status

Mom Study 2014: Back-To-School Report!

Single#13%#

DaPng#4%#

In#a#relaPonship#

13%#Married#63%#

Divorced#7%#

Education

Mom Study 2014: Back-To-School Report!

High#school#diploma#28%#

Associates#Degree#19%#

Bachelors#Degree#33%#

Masters#Degree#16%#

Ph.D#4%#

Employment

Mom Study 2014: Back-To-School Report!

Unemployed# Working#partUPme#

Working#fullUPme#

SelfUemployed#

A#student# FullUPme#homemaker#

11%#

16%#

51%#

10%#4%#

9%#

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%#

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%#

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%#

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%#

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%#

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%#

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%#

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%#

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%#

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%#

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%#

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%#

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%#

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%#

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!

Buzz Marketing Group !132 Kings Highway East !

Suite 202!Haddonfield, NJ 08033!

856.433.8579!Fax: 856.520.8581!

www.buzzmg.com!

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