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Back To School Survey

Jane CollinsDirector of Market Research8/08/2011

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Methodology

• Identical survey fielded to two individual audiences

• BlogHer publishing group

• LATISM blog network

• Sample Size

• BlogHer Network total: 647 women

• BlogHer Latina women: 19 women

• LATISM Network total: 62 women

• Combined survey total: 709 women

• Combined Latina Total: 81 women

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School Budget Cuts are the #1 Concern for Moms

Total Moms Latina Moms

#1: Budget Cuts X X

#2: Lack of nutrition in school lunches

X X

#3: Rising cost of school supplies

X X

#4: Zero tolerance programs

X X

#5: Demanding homework load

X X

Source: Total moms: N = 636 (Combined samples), Latina Moms: N = 50; Q. “Rank

parental concerns where 1 is greatest concern”

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Shoes Are the Big Ticket Back to School Item this Year

Source: Total moms: N = 631, Latina Moms: N = 50; Q: “Which back to school item will

you spend more on this year?”

Which back to school item will you spend more on this year?

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Both Samples Agree: 2-4 trips to get Back to School Shopping Done

Source: Total moms: N = 627, Latina Moms: N = 49; Q: “How many trips to the store will

you make to complete back-to-school shopping?”

How many trips to the store will you make?

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Newspaper Ads Biggest Influence for BTS Shopping

Source: Total moms: N = 626, Latina Moms: N = 50; Q: “Which plays a role in helping

you decide where to shop? Select all that apply”

Which of following plays a role in helping you decide where to shop?

“Other” comments

included blogs, online ads,

convenience and coupons

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Most Moms Won’t Give in to Kid’s BTS Demands

Source: Total moms: N = 621, Latina Moms: N = 48; Q: “Which plays a role in helping

you decide where to shop? Select all that apply”

What if your kid wants something that “everyone has”, but you’re on a budget?

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Jeans are Important, But Most Moms Want Affordable Denim

Source: Total moms: N = 620, Latina Moms: N = 49; Q: “How much do you spend on

jeans for BTS shopping?”; How many jeans purchased per year?”

$ Spent on Jeans for BTS Shopping # of Pairs of Jeans Bought Per Year

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Credit Takes a Back Seat to Cash for BTS Shopping

Source: Total moms: N = 623, Latina Moms: N = 49; Q: “How will you pay for back to

school shopping this year?”

How will you pay for Back to School Shopping this year?

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Moms will make In-Store Visits for BTS Shopping

Source: Total moms: N = 619, Latina Moms: N = 47; Q: “Where will you do back to

school shopping this year?”

Mobile Phone is not a BTS shopping factor yet at all

“Where do you plan to do BTS shopping this year?”

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Half the Moms are Shopping Through the Summer for BTS

Source: Total moms: N = 617, Latina Moms: N = 49; Q: “When will you do your back to

school shopping this year?”

“When will you do BTS Shopping this year?”

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The Majority of BTS Shopping is Done by Moms

Source: Total moms: N = 620, Latina Moms: N = 48; Q: “When will you do your back to

school shopping this year?”

“Who does the back to school shopping in your house?”

Spouse shopping alone was less

than 1%