Not wearing pants and dodging personal interactions are among the reasons young millennials (ages 18-24) are shopping online for their back-to-school needs. Most students gearing up for college this fall say they will only purchase from one to three retailers — and one in four millennial shoppers expect to get everything they need from Amazon, Target, and Walmart. More about the shopping choices and behaviors behind this year’s back-to-school prep is included in the latest consumer survey by Branding Brand, the world’s leading mobile commerce and engagement platform for retailer apps. This survey was conducted online from July 5-7, 2016, with 1,001 respondents ages 18 to 24, who plan to make their back-to-college purchases online. Download the full survey recap at bblnk.com/back-to-school-2016.

1. back to college 2016:
online shopping trends

2. about the survey
We anonymously surveyed 1,001 18-to-24-year-olds to understand why they plan
to shop for and purchase back-to-school necessities online via web or app.
To learn more about our methodology, contact press@brandingbrand.com.
what you'll learn
People going back to college like to shop online because they can view and compare
all products available, and they're more likely to buy if there's free shipping.
WHY MILLENNIALS PREFER TO SHOP ONLINE
Millennials shopping for back-to-school items expect to purchase clothing, electronics,
and school supplies from big-box retailers, like Amazon and Target.
WHERE THEY SHOP & WHAT THEY BUY
Most millennials only plan to purchase up to a third of their back-to-school shopping
online. Shipping fees are the top reason they're deterred from buying online.
WHY MILLENNIALS AVOID PURCHASING ONLINE
01Back to College 2016: Online Shopping TrendsBranding Brand

3. back-to-school shopping
Most millennials will purchase at
least one-third of their back-to-
college items online.
PERCENTAGE OF TOTAL EXPECTED ONLINE PURCHASES
02Back to College 2016: Online Shopping TrendsBranding Brand
34-66% 32%
1-33% 39%
67-99% 19%
100% 10%

4. back-to-school shopping
Comparing pricing and options
is the top reason millennials
shop online.
WHY MILLENNIALS PREFER SHOPPING ONLINE
57%
Compare pricing
and options
36%
Don’t have to deal
with people
10%
Can drink while
shopping
42%
See all available
inventory options
24%
Don't have to
wear pants
03Back to College 2016: Online Shopping TrendsBranding Brand

5. back-to-school shopping
Both online and in store, 86% will
purchase all of their shopping
from no more than six retailers.
HOW MANY RETAILERS MILLENNIALS WILL PURCHASE FROM
04Back to College 2016: Online Shopping TrendsBranding Brand
1-3 retailers 4-6 retailers 7-10 retailers 11 or more retailers
35%
51%
10%
4%

6. 05Branding Brand | Back to College 2016: Online Shopping Trends
about Branding Brand
Branding Brand is the retail industry's largest mobile commerce platform, powering shopping
experiences for over 200 enterprise brands. In addition to being named a Gartner “Cool Vendor”
of apps, the Company was also named a 2016 Forrester Wave Leader in “Mobile Commerce and
Engagement Platforms.”
Visit blog.brandingbrand.com for more consumer behavior trends.
Back to College 2016: Online Shopping Trends 05Branding Brand
get the full report
Download the survey highlights at
bblnk.com/back-to-school-2016.