2013 Back-to-School Survey Making the grade · 2020-05-09 · 2013 Back-to-School Survey Making the grade Conducted July 5-10, 2013 1,074 responses. ... online takes over ‘traditional’

2013 Back-to-School SurveyMaking the gradeConducted July 5-10, 2013

1,074 responses

Copyright © 2013 Deloitte Development LLC. All rights reserved.1 Source: Deloitte’s 2013 Back-to-School Survey

About the survey

The survey was commissioned by Deloitte and conducted online by an independent research company between July 5 and 10, 2013. The survey polled a sample of 1,074 parents of school-aged children and has a margin of error for the entire sample of plus or minus three percentage points.

All respondents had at least one child attending school in grades K – 12 this fall.


Majority (90%) of respondents indicated they expect to spend more or the same on back-to-school items when compared to last year

10%

56%

34%

12%

54%

34%

14%

55%

31%

17%

55%

28%

0%

10%

20%

30%

40%

50%

60%

Spend lessSpend the sameSpend more


Survey respondents’ top 5 reasons for spending more

*Data not available for 2010 and 2011

34%

26%

21%

12%

28%

32%

19%

10%

58%

34%

26%

21%

10%

57%

42%

25%

20%

16%

0% 20% 40% 60% 80%

I am finding that prices are generally higher*

One or more of my children now need moreexpensive items (computers, etc.) than they

did last year

School budget cuts mean that I will need topay more for my children's back-to-school

items

More children going to school this year thanlast year

My household has more money to spend thisyear than it had last year

2010

2011

2012

2013


Items most in demand, according to survey respondents

% who expect to purchase

96%

91%

82%

66%

9%

School supplies: Paper, pencils, books, etc.

Clothes

Shoes

Backpack/book bag/lunch box

Computer software/small accessories


Retail environments where respondents plan to do their back-to-school shopping

Most significant changes from 2009 are for “office supply/technology stores,” “dollar stores,” “specialty clothing stores” and “online sites.”

All others had similar percentages in all four years.

*No 2009 data available for the “Office supply/technology stores” category

90%

40%

26%

17%

28% 27%

17%

89%

36%33% 31%

23% 25% 26%

17%

92%

44%

32%28%

19% 21%24%

19%

91%

45%

33%31%

22% 22% 22% 20%

90%

43%

28% 28% 30% 28%25%

36%

0%

20%

40%

60%

80%

100%

Dis

coun

t/val

uede

partm

ent s

tore

s

Offi

cesu

pply

/tech

nolo

gyst

ores

Dol

lar s

tore

s

Trad

ition

alde

partm

ent s

tore

s

Spe

cial

ty c

loth

ing

stor

es

Off-

pric

e st

ores

Dru

g st

ores

Onl

ine

site

s

20092010201120122013


Top 5 sources of information on back-to-school items; online takes over ‘traditional’ sources among parents

Parent Child

“Where are you and your children most likely to hear about the items that you intend to purchase this back-to-school shopping season?”

55%

42%

41%

38%

37%

Online (i.e., retailerwebsites, blogs)

Family members

Other friends

Television

Newspapers

51%

36%

26%

21%

18%

Other friends

Television

Social media

Online (i.e., retailerwebsites, blogs)

Family members

18% in 2012

33% in 2012

16% in 2012


Nearly 1 in 3 respondents (31%) expect to spend $500+ on back-to-school items

15%

37%

32%

9%

2%4%

15%

39%

30%

9%

4%3%

18%

39%

28%

8%

4%3%

9%

34%

28%

18%

2%

8%

4%

33%32%

20%

2%

9%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

$1 - $99 $100 - $249 $250 - $499 $500 - $749 $750 - $999 $1000+

2009

2010

2011

2012

2013

Respondents expect to spend on average $428 this back-to-school season


Nearly 1 in 3 respondents (31%) indicated that their children plan to spend $201+ on back-to-school items

“What is the estimated total amount you expect your children will spend on back-to-school items for grades K - 12 this season?”58%

14%11% 10%

3%5%

52%

14%

10% 9%7% 8%

23%

11%

17%19%

15% 16%19%

6%8%

14%16%

38%

30%

5%8%

12%

15%

31%

0%

10%

20%

30%

40%

50%

60%

$0 $1 - $25 $26 - $50 $51 - $100 $101 - $200 $201+

2009

2010

2011

2012

2013


1 in 3 respondents (34%) think the U.S. economy is recovering from a recession and will continue to improve

“How do you think the U.S. economy is performing today?”

52%

18%

22%

8%

50%

19%

24%

7%

48%

27%

19%

6%

31%

34%

30%

5%

0% 10% 20% 30% 40% 50% 60%

It still is in a recession

It recently has been recoveringfrom a recession, and will

probably continue to improve

It recently has been recoveringfrom a recession, but it remains

weak and may fall back intorecession

Don't know/no opinion

2010201120122013


Respondents are more optimistic about the U.S. economy in 2013 than in the previous years.

“Are you more confident about the U.S. economy’s prospects now (July 2013), than you were at the end of 2012?”

27%

57%

16%

22%

65%

13%

26%

56%

18%

37%

50%

13%

0% 10% 20% 30% 40% 50% 60% 70%

Yes

No

Don't know/noopinion

2010201120122013


Top 5 concerns respondents have about the U.S. economy or their household’s finances that could impact their back-to-school shopping

*No 2011 or 2012 data available for the “Higher taxes” category

72%

70%

46%

51%

68%

63%

46%

47%

65%

60%

54%

53%

40%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Higher food prices

Higher energy prices

Higher medical bills and/or premiums

Higher taxes*

Lack of improvement in the job market

201120122013


Ways that respondents think their shopping behavior will change as compared with last year

“How are you likely to change the way you shop for back-to-school items this season, as compared with last year because of concerns about the U.S. economy?”

* Only top 8 behavioral responses are shown in the chart

74%

65%

64%

55%

28%

45%

70%

57%

60%

53%

29%

36%

64%

55%

47%

26%

40%

21%

28%

22%

66%

52%

42%

20%

40%

20%

24%

21%

61%

57%

45%

35%

32%

31%

25%

23%

0% 20% 40% 60% 80%

I'll buy more back-to-school items "on sale"

I'll buy only what my family needs

I'll buy more lower-priced back-to-school items

Our household will reuse last year's school itemsrather than buying new

I'll use more store coupons

I'll research more back-to-school items online, to findthe best price

I'll consolidate shopping trips to save on gas

I'll buy fewer high-priced back-to-school items

20092010201120122013


84% of respondents earning $100,000+ say their financial situation is the same or better than last year at this time

“Thinking about your household's assets (home, cash, car, etc.) and your liabilities (credit card bills, mortgage, etc.), would you say your

household's financial situation today is:”

28%

40%

32%

42% 42%

16%

Better than it was a year ago The same as it was a year ago Worse than it was a year ago

< $100,000

$100,000+


Respondents indicate that early August is when back-to-school shopping is most likely to start and when most of it is likely to get done

“When will you likely begin your back-to-school shopping?”

“When are you likely to do the majorityof your back-to-school shopping?”

21%

25%

36 %

16%

2%

0.1%

Have alreadystarted

Later in July

Early August

Late August

September

October

24%

50%

24%

3%

0.1%

July

EarlyAugust

Late August

September

October


1 in 5 (21%) respondents plans to use social media sites in their back-to-school shopping. Among those respondents, they’ll use them to …

*New answer choice in 2012; no data available for prior years

64%

26%

42%

20%

14%

17%

69%

28%

44%

28%

9%

12%

70%

39%

49%

36%

18%

17%

16%

83%

67%

47%

31%

26%

14%

10%

0% 20% 40% 60% 80% 100%

To find out about promotions

To read reviews/recommendations

To browse products

To visit retailers' pages on social networking sites

To post comments, reviews or feedback to retailers orother consumers

To post to or view virtual image boards*

To watch a retail/product video

2010201120122013


Among smartphone owners, nearly 4 in 5 respondents (78%) plan to use their device to assist with back-to-school shopping

% who plan to use Web-enabled smart phonesto assist in back-to-school shopping

Base: Only those who own Web-enabled smart phones

64% 65%78%

0%

20%

40%

60%

80%

2011 2012 2013


Of those respondents planning to use Web-enabled smart phones to assist in their back-to-school shopping, they’ll use them to:

61%

43%

40%

37%

29%

33%

25%

16%

18%

13%

14%

62%

45%

44%

38%

35%

33%

29%

25%

18%

18%

14%

66%

60%

41%

55%

43%

50%

44%

31%

15%

27%

24%

0% 10% 20% 30% 40% 50% 60% 70%

Get price information

Get/download discounts, coupons, sale information

View a retailer's ad

Get a store location

Get product information

Locate a store that carries a particular product

Access a retailer's website

Shop online

Receive a text message from a retailer

Read product/retailer reviews

Make a purchase

2011

2012

2013

2013 Back-to-College SurveyConducted July 5-10, 2013

450 responses

Copyright © 2013 Deloitte Development LLC. All rights reserved.19

About the survey

The survey was commissioned by Deloitte and conducted online by an independent research company between July 5 and 10, 2013. The survey polled a sample of 450 parents of college children and has a margin of error for the entire sample of plus or minus five percentage points.

All respondents had at least one child attending college this fall.

Source: Deloitte’s 2013 Back-to-College Survey


3 in 4 respondents (75%) indicated they expect to spend more or the same on back-to-college items when compared to last year


43%

32%

25%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Spend more Spend the same Spend less


Nearly 2 in 5 respondents (37%) expect to spend $1,000+ on back-to-college items

1%

15% 16%

26%

5%

37%

0%

5%

10%

15%

20%

25%

30%

35%

40%

$1-$99 $100-$249 $250-$499 $500-$749 $750-$999 $1000+

“What is the total amount you expect to spend on back-to-college items this season?”


Parents expect to spend on average $907 on back-to-college items this season


Nearly 3 in 5 respondents (57%) indicated that their children plan to spend $201+ on back-to-college items

“What is the total amount you expect your children will spend on back-to-college items this season?”

8%

1%4%

11%

19%

57%

0%

10%

20%

30%

40%

50%

60%

$0 $1-$25 $26-$50 $51-$100 $101-$200 $201+


Parents expect their children to spend on average $453on back-to-college items this season


Top items most in demand and top shopping destinations this back-to-college season

94%

82%

64%

50%

48%

College supplies: Textbooks,calculator, etc.

Clothes

Shoes

Shower and bathing items

Backpack or book bag

% who expect to purchase

Top retail shopping environments

84%

58%

51%

42%

41%

Discount/value department stores

Book stores/university stores

Internet, excluding auction sites

Warehouse membership clubs

Office supply/technology stores


* Top 5 rankings are listed for both charts


Top 5 sources of back-to-college shopping advice

Parent Child

Where are you and your children most likely to get back-to-college shopping advice?

56%

53%

50%

45%

17%

Online

Friends

From the college/universityitself

Family members

Newspapers

80%

49%

45%

43%

40%

Friends

Social media

Online

Family members

From thecollege/university itself



Computers, smart phones, and MP3 players rank as the most popular electronic devices owned by college students

82%

80%

52%

47%

18%

14%

Computer – Desktop/laptop

Smart phone

MP3 player

Digital camera

Tablet

e-reader

Electronic device ownership by college students



Nearly 2 in 5 respondents (37%) indicated that their college student owns at least 1 or more credit cards

63%

32%

4%

1%

0

1

2

3 or more



Respondents intend to do most of their shopping in early August; more than two-thirds (68%) have only completed 25% or less of their shopping

19%

60%

19 %

2%

0.2%

July

Early August

Late August

September

October

68%

18%

11%

3%

25% orless

26-50%

51-75%

76-100%

“When are you likely to do the majority of your back-to-college shopping?”

“How much of your back-to-college shopping have you completed?”



More than 2 in 5 (43%) households plan to use social media sites in their back-to-college shopping. Among those respondents, they’ll use them to …


76%

67%

61%

34%

24%

21%

14 %

To read reviews/recommendations

To find out about promotions

To browse products

To visit retailers' pages on socialnetworking sites

To post comments, reviews or feedbackto retailers or other consumers

To watch a retail/product video

To post to or view virtual image boards


Survey respondents are using many different strategies to save money when back-to-college shopping

I will seek more discounts, coupons, and deals when back-to-college shopping this season

I will purchase more items online to find the best prices this back-to-college shopping season73%

81%

52% I prefer to purchase from those retailers that offer an option to buy online/pick-up in-store or buy online/return to store this back to college season

47% I will use my mobile or smart phone device while in the store to comparison shop and find the best prices this back-to-college season

88% My college student will buy more used textbooks or textbook rentals to help stretch his/her back-to-college spending budget


* Percentages indicate respondents that selected both “agree” and “somewhat agree” to the statements provided

As used in this document, "Deloitte" means Deloitte Consulting LLP, a subsidiary of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

Copyright © 2013 Deloitte Development LLC. All rights reserved.Member of Deloitte Touche Tohmatsu Limited

The statements in this report reflect our analysis of survey respondents and are not intended to reflect facts or opinions of any other entities. All survey data and statistics referenced and presented, as well as the representations made and opinions expressed, unless specifically described otherwise, pertain only to participants and their responses to the Deloitte survey.

This publication contains general information only and is based on the experiences and research of Deloitte practitioners. Deloitte is not, by means of this publication, rendering business, financial, investment, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte, its affiliates, and related entities shall not be responsible for any loss sustained by any person who relies on this publication.

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2013 Back-to-School Survey Making the grade · 2020-05-09 · 2013 Back-to-School Survey Making the grade Conducted July 5-10, 2013 1,074 responses. ... online takes over ‘traditional’