1. Mom Study 2013
Back-To-School Report!
08.28.13!

2. Who was Involved?
The “Mom Study 2013” is based on
qualitative and quantitative research and
was conducted with more than 900
momSpotters® throughout the United
States during the month of August of 2013.
This report is available for download at
www.buzzmg.com/reports.!
Composed based on data
from 01.01.2013 – 03.08.2013!
943 Participants!
7,000 Panelists!
100% Female!
Survey fielded online!
Ages 21-55!
21-30 ! ! ! !13%!
31-39 ! ! ! !33%!
40-49 ! ! ! !42%!
50-55 ! ! ! !12%!
Mom Study 2013: Back-To-School Report!

3. Location
CA#
10%#
TX#
4%#
NY#
12%#
FL#
4%#
IL#
12%#
PA#
7%#
OH##
4%#
GA#
6%#MI#
5%#
NC#
4%#
NJ#
5%#
Rest#of#the#
USA#
27%#
Mom Study 2013: Back-To-School Report!

4. Community
City#
35%#
Suburbs#
53%#
Rural#
12%#
Mom Study 2013: Back-To-School Report!

5. Ethnicity
African#
American#
14%# Asian#
American#
4%#
Caucasian#
70%#
Hispanic#
10%#
Mixed#2%#
Mom Study 2013: Back-To-School Report!

6. Marital Status
Single#
9%#
DaSng#
1%# In#a#
relaSonship#
12%#
Married#
69%#
Divorced#
9%#
Mom Study 2013: Back-To-School Report!

7. Education
High#school#
Diploma#
31%#
Associates#
Degree#
20%#
Bachelors#
Degree#
36%#
Masters#
Degree#
12%#
Doctorate#
1%#
Mom Study 2013: Back-To-School Report!

8. Employment
employed#
fullVSme#
employed#
partVSme#
unemployed# employed#
partVSme#
from#home#
employed#
fullVSme#
from#home#
a#fullSme#
homemaker#
50%#
16%#
4%# 4%# 2%#
24%#
Mom Study 2013: Back-To-School Report!

9. Household Income
Less#than#
$8,000#
$8,000#V#
$33,000#
$33,000V#
$82,000#
$82,000#V#
$170,000#
$170,000#V#
$370,000#
More#than#
$370,000#
I#don't#
want#to#
specify#
1%#
15%#
45%#
30%#
5%#
1%# 3%#
Mom Study 2013: Back-To-School Report!

10. Number of Children
One# Two# Three# Four# Five# Six#
25%#
37%#
22%#
9%#
3%# 3%#
Mom Study 2013: Back-To-School Report!

11. Infant:#0V12#
Months#
Toddler:#1V2#
yrs#
Child:#3V7# Tween:8V12# Teen:13V19# Young#
Adults:#
20V30#
11%#
23%#
54%# 57%#
43%#
21%#
Age of Children
Mom Study 2013: Back-To-School Report!

12. Children’s Residence
With#me#full#Sme# With#me#the#
majority#of#the#
Sme#
With#me#part#of#
the#Sme#
Outside#of#my#
home,#
independently#
90%#
4%# 2%# 4%#
Mom Study 2013: Back-To-School Report!

13. My child(ren) currently attend(s)
_____:!
Mom Study 2013: Back-To-School Report!
Elementary#
School#
Middle#School# High#School# College# Post#Grad#
48%#
34%#
41%#
26%#
6%#

14. Who do you usually shop
with?!
Mom Study 2013: Back-To-School Report!
Myself# My#Child(ren)# My#Friends# Other#
91%#
84%#
56%#
15%#

15. What percentage of your
back-to-school spending is
influenced by your child?!
Mom Study 2013: Back-To-School Report!
Zero# TwentyVfive# Fiey# SeventyVfive# One#hundred#
5%#
14%#
42%#
29%#
10%#

16. When will you begin back-to-
school shopping?!
Mom Study 2013: Back-To-School Report!
3#months#before#school#starts#
2#months#before#school#starts#
1#month#before#school#starts#
2#weeks#before#school#starts#
1#week#before#school#starts#
Once#school#starts#
4%#
17%#
39%#
30%#
6%#
4%#

17. How many times will you go
shopping?!
Mom Study 2013: Back-To-School Report!
Once# Twice# Three#Smes# Four#Smes# Five#Smes# UnSl#I#am#
saSsfied##
8%#
14%#
22%#
6%#
1%#
49%#

18. How will the economy impact
your back-to-school shopping
this year?!
Mom Study 2013: Back-To-School Report!
I#will#not#be#impacted#by#the#economy#
I#will#buy#more#store#brand/generic#products#
I#will#do#more#online#shopping#
I#will#reuse#last#year's#school#items#
I#will#do#more#comparaSve#shopping#online#
I#will#use#more#coupons##
I#will#look#for#more#sales#
14%#
22%#
28%#
32%#
43%#
51%#
79%#

19. Are you using coupons this
year? Did you use coupons
last year?!
Mom Study 2013: Back-To-School Report!
Yes#
80%#
No#
20%#
Yes#
75%#
No#
25%#
2013# 2012#

20. Do you plan to spend more
or less on your back-to-
school shopping this year?!
Mom Study 2013: Back-To-School Report!
More#
28%#
Less#
19%#
Same#
53%#

21. How much do you plan to
spend on basic school
supplies?!
Mom Study 2013: Back-To-School Report!
$100#V#
$200#
$200#V#
$300#
$300#V#
$400#
$400#V#
$500#
$500#V#
$600#
$600#V#
$700#
More#than#
$700#
83%#
10%#
3%# 2%# 1%# 1%# 0%#

22. How much do you plan to
spend on electronics?!
Mom Study 2013: Back-To-School Report!
$100#V#
$200#
$200#V#
$300#
$300#V#
$400#
$400#V#
$500#
$500#V#
$600#
$600#V#
$700#
More#than#
$700#
59%#
15%#
8%# 7%#
4%#
1%#
6%#

23. How much do you plan to
spend on clothes and shoes?!
Mom Study 2013: Back-To-School Report!
$100#V#
$200#
$200#V#
$300#
$300#V#
$400#
$400#V#
$500#
$500#V#
$600#
$600#V#
$700#
More#than#
$700#
35%#
24%#
16%#
10%#
8%#
0%#
7%#

24. How much do you plan to
spend for all of your back-to-
school purchases?!
Mom Study 2013: Back-To-School Report!
$100#V#
$200#
$200#V#
$300#
$300#V#
$400#
$400#V#
$500#
$500#V#
$600#
$600#V#
$700#
More#than#
$700#
17%#
10%#
13%# 14%#
10%#
9%#
27%#

25. Where will you purchase
back-to-school items this
year?!
Mom Study 2013: Back-To-School Report!
Other#
Catalog#
Campus#Store#
Smart#Phone/Tablet#
Electronics#Store#
Drug#Store#
Online#
Discount#Store#
Office#Supply#Store#
Department#Stores#
Retail#locaSons#
7%#
9%#
11%#
18%#
29%#
37%#
58%#
61%#
62%#
69%#
78%#

26. If you plan to buy electronics
which do you plan to buy?!
Mom Study 2013: Back-To-School Report!
Laptop# None#of#
the#
Above#
Tablet# Smart#
Phone#
TV# MP3#
Player#
Digital#
Camera#
Kindle# DVD#
Player#
41%#
32%#
30%#
17%#
11%#
9%# 9%# 8%#
3%#

27. If you plan to buy a laptop
which brand do you plan to
buy?!
Mom Study 2013: Back-To-School Report!
Apple#
22%#
Dell#/#
Alienware#
18%#
Sony#
7%#
Lenovo#
2%#
Acer#/#
Gateway#
4%#
HP#
37%#
Samsung#
7%#
Toshiba#
2%#
ASUS#
1%#

28. Where do you plan to
purchase your electronics?!
Mom Study 2013: Back-To-School Report!
Best#buy# Walmart# Target# Amazon# Ebay# Other# KVmart# Radioshack#
58%#
54%#
50%#
46%#
12%#
9%# 8%#
6%#

29. What is most important to
you when purchasing a
product? (select two)!
Mom Study 2013: Back-To-School Report!
Quality# Brand#name## FuncSonality#
Value#
Lowest#Price# Reviews#
81%#
28%#
26%#
21%# 20%#

30. Key Findings
Moms are looking for new technology this year. 41%
of Moms said they are looking to buy a laptop while
30% said they are shopping for a tablet this year.
Another 17% are in the market for a new smart
phone.The most popular computer brands this year
are HP (37%), Mac (22%), and Dell (18%). !
Moms want quality more than anything else.
Although over 25% of Moms stated that a “brand
name” and “functionality value” are important to
them when purchasing a product, an
overwhelming majority (81%) selected “quality” as
the most important factor. !
Moms are not waiting until the last moment
to do their back-to-school shopping. 20% of
Moms start shopping two months before
school starts, while 60% start shopping at
least one month before, and 90% at least 2
weeks before school starts. Only 4% of Moms
start their shopping once school begins. !
Mom Study 2013: Back-To-School Report!

31. Buzz Marketing Group !
1515 Market St. !
Suite 1810!
Philadelphia, PA 19102!
215.399.5679!
www.buzzmg.com!
Contact Us