Moms and back to school shopping, 8 10-11, jc
Transcript of Moms and back to school shopping, 8 10-11, jc
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Back To School Survey
Jane CollinsDirector of Market Research8/08/2011
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Methodology
• Identical survey fielded to two individual audiences
• BlogHer publishing group
• LATISM blog network
• Sample Size
• BlogHer Network total: 647 women
• BlogHer Latina women: 19 women
• LATISM Network total: 62 women
• Combined survey total: 709 women
• Combined Latina Total: 81 women
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School Budget Cuts are the #1 Concern for Moms
Total Moms Latina Moms
#1: Budget Cuts X X
#2: Lack of nutrition in school lunches
X X
#3: Rising cost of school supplies
X X
#4: Zero tolerance programs
X X
#5: Demanding homework load
X X
Source: Total moms: N = 636 (Combined samples), Latina Moms: N = 50; Q. “Rank
parental concerns where 1 is greatest concern”
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Shoes Are the Big Ticket Back to School Item this Year
Source: Total moms: N = 631, Latina Moms: N = 50; Q: “Which back to school item will
you spend more on this year?”
Which back to school item will you spend more on this year?
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Both Samples Agree: 2-4 trips to get Back to School Shopping Done
Source: Total moms: N = 627, Latina Moms: N = 49; Q: “How many trips to the store will
you make to complete back-to-school shopping?”
How many trips to the store will you make?
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Newspaper Ads Biggest Influence for BTS Shopping
Source: Total moms: N = 626, Latina Moms: N = 50; Q: “Which plays a role in helping
you decide where to shop? Select all that apply”
Which of following plays a role in helping you decide where to shop?
“Other” comments
included blogs, online ads,
convenience and coupons
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Most Moms Won’t Give in to Kid’s BTS Demands
Source: Total moms: N = 621, Latina Moms: N = 48; Q: “Which plays a role in helping
you decide where to shop? Select all that apply”
What if your kid wants something that “everyone has”, but you’re on a budget?
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Jeans are Important, But Most Moms Want Affordable Denim
Source: Total moms: N = 620, Latina Moms: N = 49; Q: “How much do you spend on
jeans for BTS shopping?”; How many jeans purchased per year?”
$ Spent on Jeans for BTS Shopping # of Pairs of Jeans Bought Per Year
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Credit Takes a Back Seat to Cash for BTS Shopping
Source: Total moms: N = 623, Latina Moms: N = 49; Q: “How will you pay for back to
school shopping this year?”
How will you pay for Back to School Shopping this year?
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Moms will make In-Store Visits for BTS Shopping
Source: Total moms: N = 619, Latina Moms: N = 47; Q: “Where will you do back to
school shopping this year?”
Mobile Phone is not a BTS shopping factor yet at all
“Where do you plan to do BTS shopping this year?”
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Half the Moms are Shopping Through the Summer for BTS
Source: Total moms: N = 617, Latina Moms: N = 49; Q: “When will you do your back to
school shopping this year?”
“When will you do BTS Shopping this year?”
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The Majority of BTS Shopping is Done by Moms
Source: Total moms: N = 620, Latina Moms: N = 48; Q: “When will you do your back to
school shopping this year?”
“Who does the back to school shopping in your house?”
Spouse shopping alone was less
than 1%