Times are certainly changing. In elementary school, we used typewriters. We didn’t have Wikipedia or Google. We had library cards, not an Amazon Prime account. I was nearly graduating high school when I got my first flip phone. Nowadays, the average American child gets their first cell phone when they are just six years old.
The Age of Technology
According to our 2015 Back to School Study results, 69% of those shopping for pre-school and 75% of those shopping for elementary school are willing to spend over $200 on computers and technology.
This high spending on pre-school and elementary school technology was also seen in 2014, suggesting that shoppers are placing a greater focus on technology and are willing to pay for it.
Pins, Tweets, Likes & Shares
Forget magazines and catalogs. In a technology era where social media is all the rage, it’s not surprising to find that 57% of consumers plan to consult social media before making purchases for their back to school shopping. Facebook took the lead in all categories (92% of those shopping for computer tech listed recommendations from family and friends as influential), followed by Pinterest. When shopping for computers and technology, the majority of respondents plan to consult Facebook (70%) rather than Pinterest (8%), Twitter (6%) and Instagram (3%).
With social media playing such a large role in consumer purchasing behavior, advertisements on social media sites, like SnapChat, will likely affect the online buyer’s journey in the future.
Brick & Mortar vs. Online Checkout
Even with the world at our fingertips, in-store still plays a large role over the digital marketplace for back to school shopping intentions.
Big-box stores (Costco, Target, Walmart, etc.) are the most likely destination for many shoppers making fashion/apparel purchases and school supplies. When shoppers do participate in online shopping, they are primarily using desktop computers for fashion/apparel and school supplies purchases, but tablets and mobile devices are more likely for shoppers purchasing computers/technology.
With the rising number of mobile users and mobile apps, one might expect this buying behavior to change in the not-too-distant future.
For more detailed results, click the button below to download the full consumer insights study.
