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Background Survey 15 minute online survey Data collected June 26 – July 1, 2009 Respondents 1,071...
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Transcript of Background Survey 15 minute online survey Data collected June 26 – July 1, 2009 Respondents 1,071...
BackgroundSurvey• 15 minute online survey
• Data collected June 26 – July 1, 2009
Respondents• 1,071 Moms participated in the survey
• 356 are members of the OfficeTalk panel
• 715 were supplied by an external sample source
1
Summary
Even though mom is excited about BTS, there is some stress:• She’s nervous about being able to afford everything on her growing list• She’s anxious about being able to buy the items her child wants• She’s going to have to cut back somewhere else to make the BTS purchase happen• She pretty much “knows” she’s going to have to go to more than one store to get
everything they need
Preparing for Back-to-School
Everyone is excited about going back to school
4
40%
24%
20%
16%
We’re all excited
Me
My child(ren)
None of us are excited
Base: Total n=1,071Q12. Who is more excited about going back to school – your child(ren) or you?
Moms do most shopping before the school year starts
5Base: Total n=1,071Q26. Who does the majority of the back-to-school shopping in your household? / Q13. Which of the following best describes how you shop for back to school supplies?
41%
31%
28%
I buy the essentials right before the school year starts, then buy the “fill in items” throughout the first few …
I buy everything right before the school year starts
I stock up on items through the summer so I ’m ready and not stressed
84%
3%
14%
Myself
My spouse/ significant other
I t’s pretty equal
Responsible for ShoppingResponsible for Shopping
Shopping StrategyShopping Strategy
Most find deals in the Newspaper
6Base: Total n=1,071Q5. How do you find the best deals for back to school items?
• Half look in-store for deals
63%
50%
47%
39%
30%
18%
13%
10%
8%
8%
7%
6%
3%
4%
Sunday Newspaper Sales Ads
Newspaper circulars
Retail store
Word of mouth
Sales Ads from Direct Mail
I nternet search
Office supply company website
Office supply company catalog
Magazines
Review website
General online shopping sites like …
Mom specific social networking sites
Online blogs
Other
Most visit more than two stores
7
• Few shop online
Base: Total n=1,071Q8. How many retailers do you typically visit when shopping for back-to-school supplies? Please include both in-store and online retailers. / Q9. About what portion of
back to school shopping will you do online?
Average: 2.8
Number of Retailers VisitedNumber of Retailers VisitedOnline ShoppingOnline Shopping
Most moms and children participate in choosing items
8
My child(ren) choose all of the items
My child(ren) and I choose the items equally
My child(ren) choose most of the items
I choose most of the items
I choose all of the items
Base: Total n=1,071Q21. Which of the following best describes who chooses the back to school items you purchase?
Durability, price and value are most important
9Base: Total n=1,071Q17. How important are the following when shopping for Back to School supplies this year?
99%
98%
98%
80%
71%
63%
49%
45%
Durability of Product
Price of product
Value of product
Buying items that reflect my child’s personality
Eco-friendliness of product
Stylishness of product
Buying items for my child that are the “coolest available”
Uniqueness of product
Somewhat important Extremely importantVery important
While many don’t feel peer pressure, most look for supplies that reflect
child’s personality
10
34%
21%
45%
Yes
No
Unsure
• Many are unsure about eco-friendly purchases
Base: Total n=1,071Q18. Do you ever feel “peer pressure” to make sure that your kids school supplies are as cool as other kids? / Q22. When selecting back-to-school supplies, do you or
your child(ren) seek out supplies that reflect their personality? / Q16. Do you foresee purchasing more eco-friendly items this year versus last year?
Buy More Eco-FriendlyBuy More Eco-Friendly
41%
59%
Yes
No
Feel Peer PressureFeel Peer Pressure
79%
21%
Yes
No
Supplies Reflect PersonalitySupplies Reflect Personality
Supply lists are the same or longer this year
11
Much more than the last few years
About the same as the last few years
More than the last few years
Less than the last few yearsMuch less than the last few years
Base: Total n=1,071Q7. Do you feel like there are more or less products on your child’s back-to-school supply list now vs. the last few years?
Affording everything is difficult
12Base: Total n=1,071Q6. How difficult are the following aspects of back to school shopping?
79%
70%
66%
44%
40%
37%
Being able to afford everything my child wants for back to school
Being able to afford everything on the list
Being able to find all the school supplies I need at one store
Getting my child emotionally ready for Back to School
Getting myself emotionally ready for Back to School
Being able to get a list together of everything I need
Somewhat difficult Extremely difficultVery difficult
Cutting Back
All supplies provide good value for the money spent
14Base: Total n=1,071Q4. Among school supplies, what items, if any, provide the least value for the money you spend?
18%
17%
14%
13%
13%
12%
11%
11%
10%
10%
10%
10%
10%
8%
8%
43%
binders
bookbag or backpack
kleenex
glue sticks
liquid hand soap
child safety scissors
crayons
pencil box
liquid glue
notebooks
colored markers
index cards
pocket folders
package of #2 pencils
ruler
All of these provide good value
Most will still buy new school supplies
15Base: Total n=1,071 / Will not buy new school supplies n=113Q2. What items or items, if any, will you most likely not buy new this back-to-school season? / Q3. What specific school supplies will you not buy new this year?
14%
14%
11%
75%
Clothing
Shoes
School supplies
None of the above
59%
50%
48%
46%
45%
42%
42%
40%
40%
38%
38%
37%
36%
33%
31%
3%
child safety scissors
pencil box
liquid glue
ruler
binders
index cards
bookbag or backpack
glue sticks
crayons
pocket folders
liquid hand soap
colored markers
package of #2 pencils
kleenex
notebooks
Other
Will Not Buy NewWill Not Buy New
Supplies Will Not Buy NewSupplies Will Not Buy New
Most are concerned about affording $60+ for supplies
16Base: Total n=1,071Q27.How much do you typically spend on back-to-school supplies per child? / Q28. How concerned are you about being able to afford the proper school supplies for
your children this year?
Average: $88
Extremely concerned
Somewhat concerned
Very concerned
Not very concerned
Not at all concerned
Median: $63
39%
34%
27%
76%
62%
33%
15%
10%
Dining
Home entertainment
Apparel shopping
Shoes
Other
Many will cut back on dining and home entertainment
17Base: Total n=1,071 / Will cut back n=422Q29. Will you cut back in other areas of your household spending in order to afford your child’s school supplies? / Q30. In what areas will you cut back in your
spending?
Plan to Cut BackPlan to Cut Back
Areas Will CutAreas Will Cut
No
Yes
Not Sure
Profile
The average household has two children who attend public school
19Base: Total n=1,071 [Base for Gender n=654]Q1. How many children under the age of 18 live in your household? / Q31A. Are the child(ren) in your household boy(s) or girl(s)? / Q31. What grade level(s) will your
child(ren) enter in this fall? / Q32. What type(s) of school will your child(ren) attend this fall?
Number of Children in HHNumber of Children in HH
Gender of Children in HHGender of Children in HH
Grade of Children in HHGrade of Children in HH
Average: 1.9
Type of SchoolType of School
The average Mom is in her 30s with an income of $60K
20Base: Total n=1,071Q34. Which of the following describes your age? / Q33. Which of the following best describes your race/ethnicity? / Q35. Which of the following describes your total
annual household income before taxes?
Mom AgeMom Age Household IncomeHousehold Income
Mom EthnicityMom Ethnicity
Average: $63,656