<p>Back to School 2017Consumer Insights StudyTable of contentsBackground and Methodology 3Key Insights 4The Data 5Demographic Information 18Background and MethodologyThe following information was gathered between June 26th and July 7th, 2017. The data represents 995 North American respondents, 18 years or older, who participated in the 2017 Back to School Consumer Insights Survey. Survey results were analyzed to identify trends in the following: vs.Demographic Data Budgetary Information Purchase Locations Number of People Purchasing forGrade(s) Purchasing for Intended Purchase Items Advertising Influencers Mobile UsageKey InsightsThe most likely categories respondents are shopping for&amp;Elementary42% College37%Two most popular categories for back to school shopping:School Supplies &nbsp; &nbsp;Fashion/Apparel92% &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;76%2-349% of respondents plan to spend$0-$500Respondents are most likely planning to purchase supplies forIn-store vs. OnlineIn-store shopping is the preferred choice, but online shopping was highest when purchasing electronicsstated that local retailers provide a list of school supplies needed for their specific school or district77%However, the higher one&#39;s budget, or the more people being shopped for, the more likely they were to purchaseExtracurricularItemsElectronics/TechnologyAre planning to shop for Sports Gear/Apparel Said their child is required to have a laptop/ tablet for school43% 76%PeopleThe Data27%22%17%12%22%$0-$250 $251-$500 $501-$750 $751-$1,000 $1,000+What is your overall budget?89% 8% 2%1%I shop with my child/children I give my child/children an allowance and I go shopping with themI give my child/children an allowance and they shop by themselves My child/children make their own money and shop by themselvesWhat grades are you shopping for?Average BudgetShopping For Myself: $863Shopping for My Children: $847 Shopping for Classroom: $37125%42%29% 32%37%Pre-school/KindergartenElementarySchoolMiddleSchoolHighSchoolCollege/UniversityRespondents most frequently stated that they were planning to shop for elementary school (1st-5th grade) or college/university, and were shopping for an average of 2.4 people. 97% of respondents go shopping with their children for Back to School, and 49% overall are planning to spend $500 or less this year (a greater overall budget from last years 58% spending $500 or less). Consumer Profilesn=995n=995n=68767% 26% 3% 2%2%I am shopping for my children I am shopping for myself I am a teacher shoppingfor my classroomI am shopping for mygrandchildren/relativesI am shopping for schoolitems to donaten=995By overall budgetWhich of the following do you plan to purchase?By number of people being purchased forNearly every respondent stated that they plan to purchase school supplies (e.g., pens, pencils, etc.), and more than three-quarters plan to purchase fashion/apparel. While all segments, both in terms of budget and number of persons, are almost equally likely to purchase school supplies, the more the respondent intended to spend overall and the more people they were shopping for, the greater their intent to purchase extracurricular items and electronics. n=99592%76% 76%41% 36%SchoolSuppliesSchool SupplyAccessoriesFashion/ApparelExtracurricularitemsElectronics/TechnologyPurchasing Intentions87%55% 52%14% 8%92%81% 83%31%18%95%81% 85%50%39%96% 85% 85%59% 52%95% 90% 86%66% 77%SchoolSuppliesSchool SupplyAccessoriesFashion/ApparelExtracurricularitemsElectronics/Technology$250 or less $250-500 $500-750 $750-1000 $1000+n=270 n=217 n=165 n=124 n=21988%61% 69%28% 33%94%82% 79%44%33%96% 90%84%54%44%98% 93%85%57%43%93% 90%69%49% 43%SchoolSuppliesSchool SupplyAccessoriesFashion/ApparelExtracurricularitemsElectronics/Technology1 2 3 4 5+n=388 n=312 n=174 n=60 n=6176% intend to purchase Fashion/ ApparelAverage maximum budget:$302.0718%82%Yes NoDoes your child have to wear a uniform to school?What forms of advertising were influential?What is your budget for school uniforms?$179.18Category: Fashion/ ApparelThe 18% that stated their child is required to wear a uniform planned to spend $180 on this alone. Respondents considered recommendations from friends and family and retailer emails to the be most influential. Additionally, streaming advertising is the least influential form of advertising.The Fashion and Apparel average maximum budget falls in 2nd behind Electronics and Tech ($463), and above school supplies ($176).n=756n=756n=134 36%43%52%65%69%74%77%79%80%85%Streaming Audio/Podcast AdvertisingStreaming VideoAdvertisingRadio AdvertisingSocial MediaTV AdvertisingOnline ReviewsOnline AdvertisingPrint or mailadvertisingRetailer EmailRecommendationsfrom friends/familyn=756Where do you plan to purchase the majority of your fashion/apparel items?What device do you use?17%83%Online In-StoreDesktop55%28%16%Do you use a browser or an app?Category: Fashion/ ApparelOver three-quarters of respondents plan to purchase their back-to-school fashion and apparel in-store. Further, less than one-third of those shopping online are planning to use a mobile device to complete their purchases. Browsers are far more popular to shop on than Mobile Apps when purchasing on a mobile device.76% intend to purchase Fashion/ ApparelAverage maximum budget:$302.07 n=756MobileTabletn=756n=128n=3661%39%Browser Mobile App92% intend to purchase School SuppliesAverage maximum budget: $176.81Are you willing to purchase without a discount?50%22%28%Unwilling Neutral WillingDoes your local store provide a list of required school supplies?77%23%Yes NoDo you buy only listed items, or extra school supplies, too?Category: School SuppliesThe majority of respondents stated that they were unwilling to purchase school supplies without a discount, and only 28% were willing to do so. More than three-quarters of the respondents reported that their local stores provide school supplies lists for local schools and districts, and over half of those stated that they not only buy everything on that list, but also buy additional school supplies as well. n=918n=918n=91811%26%9%54%Purchase someof the list andnothing morePurchase someof the list andother thingsEverythingon list,nothing moreEverythingon list andother thingsn=708Where do you plan to purchase the majority of your school supplies?9%91%Online In-StoreCategory: School SuppliesNot surprisingly, almost all respondents said they would be purchasing school supplies in-store, while only 9% of respondents said they would be purchasing online. Further, when purchasing online, only a quarter of the respondents stated they would be using their mobile device.Respondents most frequently said that recommendations from friends and family, print or mail advertising, and retailer emails were influential in determining their school supplies purchases. n=91892% intend to purchase School SuppliesAverage maximum budget: $176.81n=918n=8025%13%What device do you use?63%DesktopMobile DeviceTablet 32%36%47%55%62%63%68%70%80%81%Streaming Audio/Podcast AdvertisingStreaming VideoAdvertisingRadio AdvertisingSocial MediaOnline ReviewsTV AdvertisingOnline AdvertisingRetailer EmailPrint or MailAdvertisementRecommendationsfrom friends/family32%36%47%55%62%63%68%70%80%81%Streaming Audio/Podcast AdvertisingStreaming VideoAdvertisingRadio AdvertisingSocial MediaOnline ReviewsTV AdvertisingOnline AdvertisingRetailer EmailPrint or MailAdvertisementRecommendationsfrom friends/familyn=918n=918Category: Electronics/ Tech 37% intend to purchase Electronics/TechnologyAverage maximum budget:$463.31Is your child required to have a laptop or tablet for school?Did you purchase it on your own, or did the school provide it?More than 40% of respondents stated that their child was required to have a laptop or tablet for school, which most intend to purchase (70%) because only 30% stated it will be provided by the school. Respondents most frequently said that recommendations from friends and family, online reviews, and online advertising were influential in determining their electronics purchases.Streaming forms of advertising are the most influential for the category of Electronics/Tech.70%30%I purchased alaptop/tabletThe laptop/tabletwas provided bythe schooln=357n=35743% said YESn=15545%50%57%64%70%77%79%80%85%86%Streaming Audio/Podcast AdvertisingStreamingVideo AdvertisingRadio AdvertisingSocial MediaTV AdvertisingRetailer EmailPrint or MailAdvertisementOnline AdvertisingOnline ReviewsRecommendationsfrom friends/familyn=357Category: Electronics/ TechWhat device do you use?38%29%34%Do you use a browser or an app?Where do you plan to purchase the majority of your electronics/tech?38%62%Online In-Storen=357DesktopMobile DeviceTablet38% of respondents said they intend to buy Electronics/Tech online, which is the highest out of all other categories. About a quarter of the respondents said they will purchase their electronics using a mobile device. For those using a mobile device, 28% said they use a Mobile App over a Browser, which is significantly less than the 39% of Fashion and Apparel Mobile App shoppers.For overall electronics purchases, electronics stores like Best Buy and online retailers like Amazon were the most frequent destinations for these purchases. 37% intend to purchase Electronics/TechnologyAverage maximum budget:$463.31 n=357n=13672%28%Browser Mobile Appn=3924%39% 32%5%Big boxstoresElectronicsStoreOnline OtherWhats your primary destination for electronics purchases?n=357Category: Extracurricular Items 41% intend to purchase extracurricular itemsMost-frequently cited extracurricular item to purchase:75%Sports apparel and gearWhat do you plan to purchase? Where do you plan to purchase these items?What percent of your overall budget is allocated for extracurricular items?n=326While nearly half of the respondents plan to buy extracurricular items, most respondents stated that spending in this category made up 0-25% of their overall back-to-school budget. &nbsp;Sports apparel/gear and art supplies were the most frequently cited items to be purchased this year, and most respondents stated they will be purchasing these items from a specialty store that carries the intended items. 76%53%24%6%Sportsapparel&amp; gearArtsuppliesMusicalinstrumentsSomethingelse86%12%2% 1% 0%1 2 3 4 50-25% 36-50% &nbsp; 51-75% &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;76-99% &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;100%73%55%39%25%SpecialtystoreBig BoxRetailerOnline Directly fromthe schooln=404n=404n=404Path to Purchases55% 7% 27% 11%Fashion/Apparel62% 4% 28% 6%21% 14% 39% 25%43% 9% 33% 14%Review items in the store and buy in the store Review items in the store, then buy online Review items online and buy in the store Review online and buy onlineRespondents were most likely to review items and buy them in-store when considering fashion/apparel, school supplies, and extracurricular activities. Contrastingly, respondents were most likely to review online and then buy in store when shopping for electronics, and both reviewing and purchasing online was highest for this category. Extracurricular items also saw a higher rate of respondents saying they review online and then buy in-store. School SuppliesElectronics/TechExtracurricularActivities n=404n=357n=917n=755Categories to be purchasedCollege students are the least likely to shop for Fashion/Apparel, School Supplies, School Supply Accessories, and Extracurricular items. However, they are most likely to shop for Electronics/Technology. Middle and High schoolers are most likely to shop for extracurricular items.n=253 n=420 n=293 n=321 n=36483%94%86%27%44%79%96%85%28%44%80%96%85%34%54%84%95%84%39%51%67%89%67%56%37%Fashion/Apparel School Supplies School SupplyAccessoriesElectronics/Tech ExtracurricularitemsPreschool Elementary Middle School High School CollegeTrends2016 Purchase Locations 2017 Purchase Locations$341$176$556$192$302$177$463$179Fashion/ApparelSchoolSuppliesElectronics/TechUniforms2016 2017Budget Trends per Category83%91%62%17%9%38%Fashion/ApparelSchoolSuppliesElectronics/TechIn-store Online87% 93%57%13% 7%43%Fashion/ApparelSchoolSuppliesElectronics/TechIn-store Online*Removed 2016 “In-Store AND Online” responses Demographics70%16%6% 3% 1% 4%White (not Hispanic) Black or AfricanAmericanHispanic or Latino Asian / PacificIslanderAmerican Indian orAlaskan NativePrefer not to answerEthnicityGender85%14%1%Female Male Non cis-gender/Do not genderidentifyn=995n=995DemographicsHousehold IncomeEducation Level12%32%13%19%11%4% 4% 6%Less than$25,000$25,001 -$50,000$75,001 -$100,000$50,001 -$75,000$100,001 -$125,000$125,001 -$150,000More than$150,000Prefer not toanswer1%21%26%29%16%4% 3%Did not completeHigh SchoolHigh SchoolDiploma/GEDAssociate/Technical DegreeBachelor&#39;sDegreeGraduateDegreePost-Graduate/Ph.D.Prefer notto answern=995n=995For more consumer insight studies please visit trendsource</p>