2017返校季消费者洞察研究（英文版）_18页_5mb

Back to School 2017 Consumer Insights Summary

Core Content Overview

This document presents findings from the 2017 Back to School Consumer Insights Survey, which collected data from 995 North American respondents aged 18 or older. The survey aimed to identify shopping trends, budget allocations, and the influence of various advertising channels across different categories such as school supplies, fashion/apparel, electronics/tech, and extracurricular items.

Key Insights

Preferred Purchase Locations

• In-store shopping is the preferred choice for most respondents, especially for school supplies and fashion/apparel.
• Online shopping is more common for electronics, with 77% of respondents purchasing electronics online.
• Less than one-third of those shopping online for school supplies or fashion/apparel use a mobile device.

Advertising Influence

• Recommendations from friends and family are the most influential form of advertising across all categories.
• Retailer emails, print/mail advertising, and online reviews are also significant for school supplies.
• Streaming video advertising is the least influential for fashion/apparel, while online advertising is most influential for electronics/tech.

Budget Trends

• Average budget for back-to-school shopping:
  • Shopping for myself: $863
  • Shopping for children: $847
  • Shopping for classroom: $371
• Budget allocation:
  • School Supplies: 28% of respondents are willing to purchase without a discount, with an average budget of $176.81.
  • Fashion/Apparel: 76% intend to purchase, with an average budget of $302.07.
  • Electronics/Technology: 37% intend to purchase, with an average budget of $463.31.
  • Extracurricular Items: 41% intend to purchase, with an average budget of $302.07, though they typically make up 0–25% of the overall budget.

Purchase Intentions

• School Supplies and Fashion/Apparel are the two most popular categories, with 92% and 76% of respondents planning to purchase them, respectively.
• Extracurricular items are more likely to be purchased by respondents with higher budgets or those shopping for multiple people.
• Electronics/Technology are most commonly influenced by online reviews and online advertising, with streaming video advertising being the most influential for this category.

Device Usage

• Desktop is the most common device used for shopping (55% for fashion/apparel, 63% for school supplies).
• Mobile device usage is less common, with only 25% of respondents using it for school supplies and 28% for electronics.
• Mobile apps are less popular than browsers for mobile shopping, with 28% using apps for electronics versus 39% for fashion/apparel.

Path to Purchase

• For fashion/apparel and school supplies, respondents tend to review items in-store and purchase in-store.
• For electronics, most respondents review online and then buy in-store.
• For extracurricular items, a higher percentage of respondents review online and then buy in-store.

Consumer Profiles

• Shopping for elementary school and college/university are the most common.
• Average number of people shopped for: 2.4
• 97% of respondents shop with their children.
• 49% plan to spend $500 or less this year, up from 58% in 2016.

Budgetary Information

• Higher budgets and more people being shopped for correlate with a higher intent to purchase electronics and extracurricular items.

Demographics

• Gender and ethnicity data were collected, though specific breakdowns were not detailed in the summary.
• Education level and household income were also part of the demographic analysis, but no detailed statistics were provided.

Summary of Key Statistics

• School Supplies: 92% intend to purchase, average budget $176.81.
• Fashion/Apparel: 76% intend to purchase, average budget $302.07.
• Electronics/Technology: 37% intend to purchase, average budget $463.31.
• Extracurricular Items: 41% intend to purchase, average budget $302.07.
• In-store preference: Dominates for school supplies and fashion/apparel.
• Online preference: Most common for electronics, with 38% of respondents planning to buy online.
• Mobile usage: Less common than desktop, with 28% of electronics shoppers using apps over browsers.

Conclusion

The survey highlights a clear trend toward in-store shopping for school supplies and fashion, while online shopping is more prevalent for electronics. Recommendations from friends and family are the most influential in decision-making, and budget and number of people being shopped for significantly impact the likelihood of purchasing electronics and extracurricular items. The data also shows that college students are the least likely to purchase fashion, school supplies, and extracurricular items, but the most likely to buy electronics.