2017-2018返校季消费者洞察研究报告（英文版）.pptx

,Back to School 2017,Consumer Insights Study,Table of contents,Background and MethodologyKey InsightsThe DataDemographic Information,34518,BackgroundandMethodologyThefollowinginformationwasgatheredbetweenJune26thandJuly7th,2017.Thedatarepresents995NorthAmericanrespondents,18yearsorolder,whoparticipatedinthe2017BacktoSchoolConsumerInsightsSurvey.Surveyresultswereanalyzedtoidentifytrendsinthefollowing:vs.,DemographicDataGrade(s)Purchasingfor,BudgetaryInformationIntendedPurchaseItems,PurchaseLocationsAdvertisingInfluencers,Numberof PeoplePurchasingforMobileUsage,KeyInsights,Themostlikelycategoriesrespondentsareshoppingfor,&,Elementary42%,College37%,Twomostpopularcategoriesforbacktoschoolshopping:,School Supplies Fashion/Apparel92% 76%,In-store vs. OnlineIn-storeshoppingisthepreferredchoice,butonlineshoppingwashighestwhenpurchasingelectronics77%statedthatlocalretailersprovidealistof schoolsuppliesneededfortheirspecificschoolordistrict,However,thehigheronesbudget,orthemore,peoplebeingshoppedfor,themorelikelytheyweretopurchase,Electronics/ ExtracurricularTechnology Items43% 76%Saidtheirchildisrequired Areplanningtoshopfortohavealaptop/tablet Sports Gear/Apparelforschool,Respondentsaremostlikelyplanningtopurchasesuppliesfor2-3People49% of respondentsplantospend$0-$500,TheData,32%,27%,22%,$0-$250,$251-$500,$501-$750,$751-$1,000,$1,000+,Whatisyouroverallbudget?22%17%12%,89%,8%,2%,1%,Ishopwithmychild/childrenIgivemychild/childrenanallowanceandtheyshopbythemselves,Igivemychild/childrenanallowanceandIgoshoppingwiththemMychild/childrenmaketheirownmoneyandshopbythemselves,Average Budget,Shopping For Myself: $863,Shopping for My Children: $847Shopping for Classroom: $371,25%,Whatgradesareyoushoppingfor?42%37%29%,Pre-school/,Kindergarten,Elementary,School,Middle,School,High,School,College/,University,ConsumerProfilesRespondentsmostfrequentlystatedthattheywereplanningtoshopforelementaryschool(1st-5thgrade)orcollege/university,andwereshoppingforanaverageof 2.4people.97%of respondentsgoshoppingwiththeirchildrenforBacktoSchool,and49%overallareplanningtospend$500orlessthisyear(agreateroverallbudgetfromlastyears58%spending$500orless).,n=995n=995,n=687,67%,26%,3% 2%,2%,Iamshoppingformychildren,Iamshoppingformyself,Iamateachershoppingformyclassroom,Iamshoppingformygrandchildren/relatives,Iamshoppingforschoolitemstodonate,n=995,n=995,Whichof thefollowingdoyouplantopurchase?92%,76%,76%,41%,36%,SchoolSupplies,SchoolSupplyAccessories,Fashion/Apparel,Extracurricularitems,Electronics/Technology,PurchasingIntentionsNearlyeveryrespondentstatedthattheyplantopurchaseschoolsupplies(e.g.,pens,pencils,etc.),andmorethanthree-quartersplantopurchasefashion/apparel.Whileallsegments,bothintermsof budgetandnumberof persons,arealmostequallylikelytopurchaseschoolsupplies,themoretherespondentintendedtospendoverallandthemorepeopletheywereshoppingfor,thegreatertheirintenttopurchaseextracurricularitemsandelectronics.Byoverallbudget,55%,52%,14%,8%,87% 92%,31%,18%,50%,39%,81% 81% 85%,59%,52%,95% 96% 95%,90%,83% 85% 85% 86%,66%,77%,SchoolSupplies,Electronics/Technology,SchoolSupplyAccessories$250orless,$250-500,Fashion/Apparel$500-750,Extracurricularitems$750-1000$1000+,n=270 n=217 n=165 n=124 n=219Bynumberof peoplebeingpurchasedfor,61%,69%,28%,88% 94%,82%,44%,33% 33%,79% 84% 85%,96% 98% 93%,90% 93% 90%,69%,54% 57% 49%,44% 43% 43%,SchoolSupplies,SchoolSupplyAccessories,Extracurricularitems,Electronics/Technology,1n=388,2n=312,Fashion/Apparel3n=174,4n=60,5+n=61,76% intendtopurchaseFashion/ApparelAveragemaximumbudget:,$302.07,82%Yes,No,Doesyourchildhavetowearauniformtoschool?18%,Whatformsofadvertisingwereinfluential?,Category:Fashion/ApparelThe18%thatstatedtheirchildisrequired towearauniformplannedtospend$180onthisalone.Respondentsconsideredrecommendationsfromfriendsandfamilyandretaileremailstothebemost,influential.Additionally,streamingadvertisingistheleastinfluentialformof advertising.TheFashionandApparelaveragemaximumbudgetfallsin2ndbehindElectronicsandTech($463),andaboveschoolsupplies($176).,n=756,n=756,Whatisyourbudgetforschooluniforms?$179.18n=134,43%36%,52%,65%,85%80%79%77%74%69%,SocialMediaRadioAdvertisingStreamingVideoAdvertisingStreamingAudio/PodcastAdvertising,Recommendationsfromfriends/familyRetailerEmailPrintormailadvertisingOnlineAdvertisingOnlineReviewsTVAdvertising,n=756,Wheredoyouplantopurchasethemajorityofyourfashion/apparelitems?,17%,83%,Online,In-Store,Whatdevicedoyouuse?55%Desktop,28%,16%,Doyouuseabrowseroranapp?,Category:Fashion/Apparel,Overthree-quartersof respondentsplantopurchasetheirback-to-schoolfashionandapparelin-store.Further,lessthanone-thirdof thoseshoppingonlineareplanningtouseamobiledevicetocompletetheirpurchases.BrowsersarefarmorepopulartoshoponthanMobileAppswhenpurchasingonamobiledevice.,76% intendtopurchaseFashion/Apparel,Averagemaximumbudget:$302.07,n=756,Mobile,Tablet,n=756,n=128,n=36,61%,39%,Browser,MobileApp,22%,Areyouwillingtopurchasewithoutadiscount?28%50%,Unwilling,Neutral,Willing,77%,Yes,No,Category:SchoolSuppliesThemajorityof respondentsstatedthattheywereunwillingtopurchaseschoolsupplieswithoutadiscount,andonly28%werewillingtodoso.Morethanthree-quartersof therespondentsreportedthattheirlocalstoresprovideschoolsupplieslistsforlocalschoolsanddistricts,andoverhalf of thosestatedthattheynotonlybuyeverythingonthatlist,butalsobuyadditionalschoolsuppliesaswell.,92% intendtopurchaseSchoolSuppliesAveragemaximumbudget:$176.81n=918,n=918,Doesyourlocalstoreprovidealistof requiredschoolsupplies?23%n=918,11%,9%,Doyoubuyonlylisteditems,orextraschoolsupplies,too?54%26%,Purchasesome,ofthelistandnothingmore,Purchasesome,ofthelistandotherthings,Everything,onlist,nothingmore,Everything,onlistandotherthings,n=708,Wheredoyouplantopurchasethemajorityof your,schoolsupplies?9%,91%,Online,In-Store,Category:SchoolSuppliesNotsurprisingly,almostallrespondentssaidtheywouldbepurchasingschoolsuppliesin-store,whileonly,9%of respondentssaidtheywouldbepurchasingonline.Further,whenpurchasingonline,onlyaquarteroftherespondentsstatedtheywouldbeusingtheirmobiledevice.Respondentsmostfrequentlysaidthatrecommendationsfromfriendsandfamily,printormailadvertising,andretaileremailswereinfluentialindeterminingtheirschoolsuppliespurchases.,92% intendtopurchaseSchoolSupplies,Averagemaximumbudget:$176.81,n=918,n=80,25%,13%,Whatdevicedoyouuse?,63%,Desktop,MobileDevice,Tablet,36%,47%,55%,63%62%,70%68%,81%80%,StreamingAudio/PodcastAdvertising,RadioAdvertisingStreamingVideoAdvertising,TVAdvertisingOnlineReviewsSocialMedia,RetailerEmailOnlineAdvertising,Recommendationsfromfriends/familyPrintorMailAdvertisement,32%,36%,47%,63%62%55%,70%68%,81%80%,StreamingAudio/PodcastAdvertising 32%,RadioAdvertisingStreamingVideoAdvertising,TVAdvertisingOnlineReviewsSocialMedia,RetailerEmailOnlineAdvertising,Recommendationsfromfriends/familyPrintorMailAdvertisement,n=918,n=918,37% intendtopurchaseElectronics/TechnologyAveragemaximumbudget:,Isyourchildrequiredto,Didyoupurchaseit,Category: Electronics/ TechMorethan40%of respondentsstatedthattheirchildwasrequired tohavealaptoportabletforschool,whichmostintendtopurchase(70%)becauseonly30%stateditwillbeprovidedbytheschool.Respondentsmostfrequentlysaidthatrecommendationsfromfriendsandfamily,onlinereviews,and,onlineadvertisingwereinfluentialindeterminingtheirelectronicspurchases.Streamingformsof advertisingarethemostinfluentialforthecategoryof Electronics/Tech.,onyourown,ordidtheschoolprovideit?30%70%,Ipurchasedalaptop/tablet,Thelaptop/tabletwasprovidedbytheschool,n=357,havealaptoportabletforschool?43% saidYESn=357,n=155,50%45%,80%79%77%70%64%57%,85%,86%,StreamingVideoAdvertisingStreamingAudio/PodcastAdvertising,OnlineAdvertisingPrintorMailAdvertisementRetailerEmailTVAdvertisingSocialMediaRadioAdvertising,OnlineReviews,$463.31Recommendationsfromfriends/family,n=357,34%,Doyouuseabrowseroranapp?,Wheredoyouplantopurchasethemajorityof yourelectronics/tech?38%,62%Online,In-Store,n=357,Whatdevicedoyouuse?38%Desktop29%MobileDevice,Tablet,Category: Electronics/ Tech38%of respondentssaidtheyintendtobuyElectronics/Tech online,whichisthehighestoutof allothercategories.Aboutaquarterof therespondentssaidtheywillpurchasetheirelectronicsusingamobiledevice.Forthoseusingamobiledevice,28%saidtheyuseaMobileAppoveraBrowser,whichis,significantlylessthanthe39%of FashionandApparelMobileAppshoppers.Foroverallelectronicspurchases,electronicsstoreslikeBestBuyandonlineretailerslikeAmazonwerethemostfrequentdestinationsforthesepurchases.,37% intendtopurchaseElectronics/TechnologyAveragemaximumbudget:,$463.31,n=357,n=136,28%Browser,72%MobileApp,n=39,stores,Store,Whatsyourprimarydestinationforelectronicspurchases?39%32%24%n=3575%BigboxElectronicsOnlineOther,0-25%,36-50%,51-75%,76-99%,100%,n=326,Category:ExtracurricularItemsWhilenearlyhalf of therespondentsplantobuyextracurricularitems,mostrespondentsstatedthatspendinginthiscategorymadeup0-25%of theiroverallback-to-schoolbudget. Sportsapparel/gearandartsupplieswerethemostfrequentlyciteditemstobepurchasedthisyear,andmostrespondentsstatedtheywillbepurchasingtheseitemsfromaspecialtystorethatcarriestheintendeditems.,Whatdoyouplantopurchase?76%53%24%,6%,Sportsapparel,&gear,Artsupplies,Musicalinstruments,Somethingelse,Whatpercentof youroverallbudgetisallocatedforextracurricularitems?86%,12%,2%,1%,0%,1,2,3,4,5,Wheredoyouplantopurchasetheseitems?73%55%39%25%,Specialtystore,BigBoxRetailer,Online,Directlyfromtheschool,n=404,41% intendtopurchaseextracurricularitemsMost-frequentlycitedextracurricularitemtopurchase:75%Sportsapparelandgearn=404,n=404,55%,7%,27%,62%,4%,28%,11%6%,21%,14%,39%,25%,43%,9%,33%,14%,Reviewitemsinthestoreandbuyinthestore,Reviewitemsinthestore,thenbuyonline,Reviewitemsonlineandbuyinthestore,Reviewonlineandbuyonline,PathtoPurchasesRespondentsweremostlikelytoreviewitemsandbuythemin-storewhenconsideringfashion/apparel,schoolsupplies,andextracurricularactivities.Contrastingly,respondentsweremostlikelytoreviewonlineandthenbuyinstorewhenshoppingforelectronics,andbothreviewingandpurchasingonlinewashighestforthiscategory.Extracurricularitemsalsosawahigherrateof respondentssayingtheyreviewonlineandthenbuyin-store.,Fashion/ApparelSchoolSupplies,Electronics/TechExtracurricularActivities,n=357n=404,n=755n=917,Categoriestobepurchased,CollegestudentsaretheleastlikelytoshopforFashion/Apparel,SchoolSupplies,SchoolSupplyAccessories,andExtracurricularitems.However,theyaremostlikelytoshopforElectronics/Technology.MiddleandHighschoolersaremostlikelytoshopforextracurricularitems.,27% 28%,44% 44%,34%,83% 79% 80% 84%,94% 96% 96% 95%,86% 85% 85% 84%,39%,54% 51%,67%,89%,67%,56%,37%,Fashion/Apparel,SchoolSupplies,SchoolSupply,Accessories,Electronics/Tech,Extracurricular,items,Preschooln=253,Elementaryn=420,MiddleSchooln=293,HighSchooln=321,Collegen=364,Trends,2016PurchaseLocations,2017PurchaseLocations,$341,$176,$556,$192,$302,$177,$463,$179,Fashion/Apparel,SchoolSupplies,Electronics/Tech,Uniforms,2016,2017,BudgetTrendsperCategory,83%,91%,62%,38%,17%Fashion/Apparel,9%SchoolSupplies,Electronics/Tech,In-store,Online,87%,93%,57%,43%,13%Fashion/Apparel,7%SchoolSupplies,Electronics/Tech,In-store,Online,*Removed2016“In-StoreANDOnline”responses,Demographics,70%,16%,6%,3%,1%,4%,White(notHispanic),BlackorAfricanAmerican,HispanicorLatino,Asian/PacificIslander,AmericanIndianor PrefernottoanswerAlaskanNative,Ethnicity,Gender,85%,14%,1%,Female,Male,Noncis-gender/Donotgenderidentify,n=995,n=995,Demographics,Household,Income,Education,Level,12%,32%,13%,19%,11%,4%,4%,6%,Lessthan$25,000,$25,001-$50,000,$75,001-$100,000,$50,001-$75,000,$100,001-$125,000,$125,001-$150,000,Morethan$150,000,Prefernottoanswer,21%,26%,29%,16%,1%DidnotcompleteHighSchool,HighSchoolDiploma/GED,Associate/TechnicalDegree,BachelorsDegree,GraduateDegree,4%Post-Graduate/Ph.D.,3%Prefernottoanswer,n=995,n=995,thanks,