2017返校季消费者洞察研究（英文版）_20页-5mb

Back to School 2017 Consumer Insights Study Summary

Core Content

This document presents the findings of the 2017 Back to School Consumer Insights Study, which collected data from 995 North American respondents aged 18 or older between June 26th and July 7th, 2017. The study focuses on understanding consumer behavior, preferences, and trends related to back-to-school shopping, particularly in terms of purchase categories, locations, budgeting, and advertising influences.

Main Insights

Most Likely Categories for Shopping

• School Supplies: 92% of respondents intend to purchase school supplies.
• Fashion/Apparel: 76% of respondents plan to buy fashion and apparel items.
• Electronics/Technology: 37% of respondents intend to purchase electronics.
• Extracurricular Items: 41% of respondents plan to buy extracurricular items.

Budget Trends

• Average Maximum Budget:
  • Shopping for oneself: $863
  • Shopping for children: $847
  • Shopping for classroom: $371
• Overall Budget:
  • 49% of respondents are planning to spend $500 or less this year (up from 58% in 2016).

Preferred Purchase Locations

• In-store shopping is the preferred choice for most categories.
• Online shopping is most common for electronics, with 38% of respondents intending to buy electronics online.
• For school supplies, only 9% of respondents plan to purchase online.

Device Usage for Purchases

• Desktop is the most popular device for shopping, especially for fashion/apparel and school supplies.
• Mobile devices are less commonly used for shopping, with only 25% of respondents planning to use them for school supplies.
• Tablets are used by 13% of respondents for school supplies and 34% for electronics.

Advertising Influencers

• Recommendations from friends and family are the most influential for most categories.
• Retailer emails and print/mail advertising are also highly influential.
• Streaming advertising is the least influential, especially for school supplies and fashion/apparel.

Key Information

Purchase Intentions

• School Supplies: Most respondents are willing to buy school supplies in-store, with only 28% open to purchasing without a discount.
• Fashion/Apparel: Over three-quarters of respondents plan to buy fashion and apparel in-store, and they are more likely to be influenced by recommendations and retailer emails.
• Electronics/Technology: 43% of respondents said their child is required to have a laptop or tablet, and 70% intend to purchase it themselves. Streaming advertising is the most influential for this category.
• Extracurricular Items: Most respondents allocate 0–25% of their budget to this category, with sports apparel/gear and art supplies being the most frequently cited items.

Shopping Behavior

• In-store review and purchase is common for fashion/apparel and school supplies.
• Online review and in-store purchase is more prevalent for electronics and extracurricular items.
• In-store purchase after online review is also a notable trend for extracurricular items.

Consumer Profiles

• 97% of respondents plan to shop with their children for back-to-school items.
• 49% are planning to spend $500 or less, an increase from 58% in 2016.
• The average number of people being shopped for is 2.4.

Demographics

• Gender: The study includes gender-related data, though specific breakdowns are not detailed.
• Ethnicity: Ethnicity data is also included but not fully elaborated.
• Education Level: Respondents with varying education levels are surveyed, showing different shopping behaviors.
• Household Income: Income data is collected, indicating different budgeting tendencies across income brackets.

Summary of Trends

• In-store shopping is the dominant choice across all categories, with a slight preference for online shopping when purchasing electronics.
• Mobile usage is less common for school supplies and fashion/apparel compared to electronics.
• Budget and number of people being shopped for influence the likelihood of purchasing electronics and extracurricular items.
• Recommendations from friends and family and retailer emails are the most influential in purchasing decisions, especially for school supplies and fashion/apparel.
• Streaming advertising is the least influential, particularly for school supplies and fashion/apparel.
• College students are the least likely to purchase fashion/apparel, school supplies, and extracurricular items, but they are the most likely to purchase electronics/technology.

Additional Notes

• The study highlights the shift in consumer behavior towards online shopping for electronics, with a notable percentage of respondents using mobile apps for these purchases.
• Sports apparel and gear are the most frequently cited extracurricular items.
• The document includes visual data representations such as charts and graphs to illustrate these trends, though the exact details of the visual content are not described here.

For more detailed consumer insights, visit www.trendsource.com.