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Back to School

Fri, Jul. 08, 2016 | By: Tremor Video

Back to school shopping starts early this year -- 78% of parents say they’ll start at least a few weeks before school, 41% say they’ll start over a month before

  • And on average, parents expect to pay about $283 on back to school purchases

Mom is the one in the household who makes the final decision on back to school purchases

  • But 63% of parents say their children strongly influence purchases
    • Compared to moms, dads are more likely to be influenced by kids (69% vs. 58%); dads are also nearly 2x more likely to choose quality over price than moms are
  • Compared to dads, moms are 1.75x more likely to have seen an online video ad for back to school products in the past month

To conduct research, online resources play a significant role – over half (52%) use some online resource to conduct research

  • Computers are the most commonly used device when conducting online research on back to school products
    • Moms are more likely to use smartphones – over half do; dads are slightly more likely to use tablets

Capture2 Q: What devices, if any, do you use to conduct research?

Online video plays a significant role in back to school purchase decisions

  • Among those who use computers, the vast majority watch online videos to help them research back to school purchases

Capture3 Q: What activities do you do on each of these devices?

  • On smartphones, price comparison and store location are the most commonly leveraged research function

Capture5 Q: What activities do you do on each of these devices?

And when parents see online video ads, 71% they find them at least somewhat influential on their purchase decision


Source: Tremor Video Playback Panel, "Back to School" among 277 adults 18-64, July 2016.

Topics: Consumer Insights, Vertical Research

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