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The Role Of Mobile & Its Influence On Back To School Shopping | August, 2015
1. Research Objectives & Methodology
2. Key Findings
3. Current State of Back To School Shopping Behavior
4. Mobile Media In The Back To School Shopping Mix
5. Moms’ Back To School Shopping Behavior
6. Implications for Advertisers
CONTENTS
ABOUT THE RESEARCH
As summer vacations come to an end and consumers begin to dish out dollars for Back to Schoolshopping, brands and retailers have a significant opportunity to influence purchase decisions andlearn from this consumer behavior.
However, Brand marketers need answers to several questions before they can plan where to spendtheir mobile marketing dollars. What are the shifting trends in back-to-school shopping? How willconsumers use their smartphones while shopping? Does mobile media impact their buyingdecisions? What role does mobile advertising play during shopping?
In April 2015, InMobi surveyed over 250 mobile users in the U.S. to find out how they plan to shopfor Back To School clothes and supplies this year. This research report details those findings.
The Role Of Mobile & Its Influence On Back To School Shopping
InMobi conducted research to understand the role of mobile
devices and their influence on Back To School shopping among
US consumers.
The main objectives of this study are:
• Understand how consumers currently engage with their
mobile devices and how this is changing
• Gain an in-depth understanding of consumer behavior when
browsing and shopping for back-to-school purchases
• Identify mobile activities that could engage consumers and
drive the trial and purchase of back-to-school items
• Understand the impact of mobile advertising on back-to-
school Shopping
RESEARCH OBJECTIVE
Respondents recruited via InMobi mobile ad platform in the US
between April 2015 - June 2015
Results targeted and weighted to be representative of the US
mobile population
Sample of n=250; US mobile users
On-device survey conducted over Kinesis Survey Platform
RESEARCH METHODOLOGY
KEY TAKEAWAYS
• Back to School spending is relatively strong this year and outpaces holiday shopping
o 25% of US consumers plan to spend significantly more on Back to School shopping then on holiday shopping this yearo Retailers can expect healthy spending on Back to School shopping this year, as 52% plan to increase their spend between
$100 and $499 more compared to last year
• Back to School is not a last minute shopping season
o Nearly 62% of US consumers begin shopping 3+ weeks before school starts
• Discount Retailers rule Back to School shopping
o Discount / mass retailers are the number-one shopping destination by far for Back to School shopping (20%), followed by office supply stores (18%) and department stores (16%)
• The Back to School shopping list
o The top items on back-to-school shopping lists this year are: General School Supplies (70%), Clothing & Shoes (65%) and Computer related equipment (USB flash drives, external hard drive, etc.) (47%)
Key Takeaways (1/2)
• Mobile devices rules over PCs this Back to School shopping
o 33% of respondents in the survey indicated that they plan to use their mobile devices to assist in Back to school browsing and buying processes and only 12% plan to use laptop
• The top 5 activities which consumers use their web-enabled smart phones for in Back to School shopping includes
o Use apps to research and compare price/products o Purchase Productso Look up retailer information (location, store hours, directions, etc.)o Research product information/reviews/general tips & infoo Redeem coupons
• 38% of consumers planned to use their smartphone to compare prices and products while in a store, underscoring the continued importance of show-rooming for many retailers across a variety of retail categories
• Videos Ads, Ads featuring new products & services and Ads with product information are the preferred ad types that consumers find useful during Back to School shopping
Key Takeaways (2/2)
BACK TO SCHOOL SHOPPING TRENDS - 2015
Q. Are you planning to go shopping for back-to school items this year? n = 250; US respondents
80% of US consumers
plan on shopping for Back toSchool items this year
52%
28%
20%
0% 0%
Definitely will Probably will Might or might notProbably will not Definitely will not
Planning to Shop for BTS Items
1 In 2 US Consumers Will Shop For Back To School In 2015
25% of US consumers plan to
spend significantly more on BTS shopping then on holiday shopping this
year
In 2015, Back To School Spending Will Outpace Holiday Shopping
Q. How much do you typically spend on back-to-school shopping vs. holiday shopping? n = 250; US respondents
INFLUCENCE OF MOBILE MEDIA IN BACK TO SCHOOL SHOPPING
Ways in which US Consumers shop for Back to School • As shoppers become tech savvy in their browsing and buying strategies, digital tools and technologies such as smartphones and tablets will play a more pivotal role in decision-making
• Overall, 33% of respondents in the survey indicated that they plan to use their mobile devices to assist in Back to School browsing and buying processes
4%
5%
11%
12%
22%
46%
Others
Using another connected device
Using my Tablet/ Hybrid
On my Laptop/PC/Home computer
Using my Mobile/Smartphone
By going to a store
33% Of US Consumers Prefer Mobile Devices Over PCs For Back To School Shopping
Q. Where will you shop for back-to-school items? n = 250; US respondents
• 65% of consumers plans to do majority of their Back to School shopping using a mobile device
4%
5%
11%
35%
30%
12%
2%
I will not be doing any back-to-schoolshopping on mobile
Less than 10%
10-24%
25-49%
50- 74%
75%- 99%
100%
Percentage of Back-To-School Shopping Planning to do on mobile device
Mobile Devices Will Be Preferred Shopping Companion For Back To School
Q. How much of your back-to-school shopping (research/purchase) are you planning to do on mobile? n = 250; US respondents
BACK TO SCHOOL MOBILE PATH TO PURCHASE– US MOMS
Insights: How do moviegoers in Korea use their smartphones for movies
70%US moms plans shopping for
back to school itemsthis year
68% US moms begins shopping 3+ weeks before the school
starts
30% US moms plans to spend
significantly more for back toschool than on holiday shopping
74% US moms plans to spend
between $100 and $499 this year on back to school shopping
US Moms Buying Trends During Back To School Season
Q. Are you planning to go shopping for back-to school items this year?Q. If you will go shopping for back-to-school items, when do you plan to start?Q. How much do you typically spend on back-to-school shopping vs. holiday shopping?n = 47; US moms
38%
40%
43%
43%
47%
53%
55%
68%
Sporting or Fitness Goods
Toys
Media & Entertainment Items (CD’s, Videos, iPod etc.)
Dorm supplies, appliances or furnishings
Computer related equipment (USB flash drives, external hard drive,etc.)
Consumer Electronics (Smartphone, Tablet, PC, Laptop, Smartwatches etc.)
School supplies (books, paper, pens, backpacks etc.)
Clothing and shoes
Types of Back to School items on US Moms shopping list
Clothing, School Supplies & Consumer Electronics Tops US Moms Back To School Shopping Lists
Q. What type of back-to-school items are on your shopping list this year? (Select all that apply) n= 47; US Moms
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