Parents Hit Their Mobile Devices for Back-to-School Shopping
This year, mobile devices are scoring high marks from parents for back-to-school shopping. Nearly 60% of parents plan to purchase at least one back-to-school item on a mobile device, according to a recent survey by the Rubicon project. And almost one-third of parents are planning to do at least 25% of their shopping on their mobile devices. Perhaps most telling of the trend is how Amazon is ahead of Walmart in total share of spending for the very first time. Adweek.com reported on how mobile devices have risen to the head of the class with parents for back-to-school shopping.
More than one-third of parents are already back-to-school shopping for the fall. Analysts estimate that parents will spend an average of $917 per child this year—and that amount rises to $1,300 per child for parents of college freshmen.
When it comes to parents spending on back-to-school items, it’s clear that there’s been a major shift toward embracing digital and mobile content. The convenience of online shopping is a huge factor in this trend.
eMarketer.com reports that U.S. back-to-school sales are predicted to rise 2.6% this year to reach $828.8 billion for the season. And online sales will account for 43.3% of 2016’s U.S. retail sales.
Most back-to-school money is going toward technology. But it’s not only the kids heading to college who are purchasing high-tech devices. Around 50% of parents of students in kindergarten to eighth grade will be shopping for tablets this year.
According to the survey, 40% of parents of college kids and 37% of parents of younger children reported clicking on a mobile ad the week before they were surveyed in June. And more than 30% made a purchase in that same time frame, based on a mobile ad they saw.
While this is an important trend for both online and offline retailers, it’s just as critical for advertisers, who should include mobile marketing in their back-to-school promotions.
Keep up with the latest trends in mobile marketing. Contact MDG.
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