Rubicon Project Consumer Pulse Survey Finds More than Half of Parents
Plan to Spend More Than Last Year and Nearly a Quarter of K-12 Parents
Have Already Begun Shopping
Company Website:
http://www.rubiconproject.com
LOS ANGELES -- (Business Wire)
Although summer vacations seem to have just begun, parents already have
back-to-school shopping on their minds, the new Consumer Pulse survey
from Rubicon
Project (NYSE: RUBI), a leader in the automation of advertising, has
found. The survey explored the purchasing intent and behavior of parents
with students in grades K-12 and in college.
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More than half of the parents surveyed (56 percent) said they plan to
spend more money per child than they did last year to prepare the
students for the upcoming school year. K-12 parents plan to spend on
average $873 per student, while parents who also have college students
are planning to spend more than $1,100 per student. Parents have also
started their back-to-school shopping early. Nearly one-quarter of K-12
parents (23 percent) have already begun and will continue to spread
their purchases throughout the summer.
As signs of the improving economy and the growing student use of
technology in the classroom, the Rubicon Project survey found that
nearly two in five parents (38 percent) intend to purchase technology
products such as laptops, tablets and mobile phones specifically to meet
students’ in-class needs and requirements. Mobile phone plans are also
commonly re-evaluated during the back-to-school shopping season. More
than one-third of parents with college students (35 percent) and nearly
one-quarter of K-12 parents (24 percent) said they plan to shop for a
new mobile plan this summer.
On average, elementary and secondary school parents expect to spend
nearly $400 on technology products, compared to $278 on apparel.
“Back to school is big business and Americans will spend billions of
dollars getting their children ready for school in the fall,” said Chris
Sukornyk, Head of Buyer Cloud at Rubicon Project. “Parents are spending
earlier, spending more and going online in ever greater numbers to
research products and to make purchases. Agencies and brands hoping to
shape back-to-school shopping plans need to begin reaching out now with
customized and engaging advertising that targets both parents and
students with the right messages at the right time.”
Parents Choose Where and When to Shop, But Kids Influence What They
Buy
Four out of five parents surveyed (83 percent) claim to decide where to
go back-to-school shopping. Across all product categories, moms
overwhelmingly lead these outings, even among college students. While 75
percent of parents say their college student has a paying job either
during the summer or the school year, a whopping 72 percent of their
parents expect to foot the bill for all or most of their college
student’s back-to-school items.
However, across all age groups, moms don’t shop alone. Their children
come along most of the time (73 percent) and heavily influence what
their parent’s purchase, especially when it comes to clothes, food and
school supplies.
Discounts and Deals Drive Back-to-School Purchases
Saving money and finding great deals still lie at the heart of
back-to-school shopping for many parents. Nearly two-thirds of parents
surveyed (61 percent) said store sales and promotions are the top
determinant of when they conduct their back-to-school shopping.
Nearly three in four parents (74 percent) said they prefer to shop at a
big box retailer or large chain store if it meant getting a better deal.
Digital Media Consumption Changes How and Where to Reach
Back-to-School Shoppers
While the majority of parents continue to purchase most of their
back-to-school items in-store, online shopping and even mobile shopping
are becoming increasingly popular alternatives.
“One of the important trends our survey identified for advertisers is
that back-to-school shopping decisions are increasingly influenced
online rather than on TV,” said Mari Kim Novak, Chief Marketing Officer
of Rubicon Project. “Brands with a narrow focus on television
advertising are missing a big opportunity to reach consumers online and
on their mobile devices, where they are spending more of their time.”
Nearly half of all parents surveyed (47 percent) indicated they now
spend more time online than in front of the television. More than half
of all parents (51 percent) watch multiple online videos through other
channels/websites every week, while nearly one-third of all parents (29
percent) watch streaming video (e.g. Netflix) and online video (e.g.
YouTube) every day.
This change in media consumption has affected how and when parents
research products, respond to promotions and make their purchases. For
instance, half of parents with college students clicked on an online ad
in the past seven days (50 percent) and nearly half of them (48 percent)
also clicked on a mobile ad. About two in five parents of college
students reported making a purchase within the past week based on a
mobile ad (41 percent) or an online ad (42 percent) they saw.
“The concept of ‘prime time’ is a thing of the past,” Novak said.
“Parents are now researching products and shopping from the moment they
wake up until they power down and go to sleep at night.”
Half of parents surveyed (50 percent) said they typically spend the most
time shopping or researching products online during the regular business
hours of 9am – 5pm. Two in five parents (39 percent) reserve their
shopping until evening hours from 5pm – midnight, while 11 percent are
night owls or early birds who shop online from midnight – 9am.
For more information on this study or insight into additional data
please visit http://rubiconproject.com/consumerpulse/.
About Rubicon Project
Rubicon Project (NYSE: RUBI)
has engineered the Advertising Automation Cloud, one of the largest
real-time cloud and Big Data computing systems. The Company's mission is
to automate the buying and selling of advertising by offering technology
solutions to connect buyers and sellers globally. www.RubiconProject.com
Survey Methodology
Rubicon Project engaged global polling firm Penn Schoen Berland to
conduct 1000 online interviews (MOE ±3.1%) among parents of children in
grades K-12 and in college in the US between June 12 and 15, 2015.
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Contacts:
Rubicon Project
Dallas Lawrence, 424-230-7947
press@rubiconproject.com
Source: Rubicon Project
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