Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Beyond Marketing
BizReport : Ecommerce archives : August 31, 2012
Rocket Fuel: Dads pushing more BTS buys
When it comes to back to school, retailers might want to spend a little time on Dad. While moms still make the bulk of back to school (BTS) buys, data from Rocket Fuel shows dads are taking on some of these responsibilities.
A lot of back to school buying is going on across the US, but it isn't just moms and kids hitting stores this year - data from Rocket Fuel indicates dads are making more BTS purchases in 2012. And, there is still time to target dad since some shoppers won't buy a thing for school until the first day bell has rung.
According to the Rocket Fuel report:
• Just over half of moms and dads will "only shop" in-store in 2012
• About 15% of dads and 29% of moms will shop in-store and online
• 24% of dads will use a mobile device to assist shopping in-store, 9% of moms will do the same
• Less than 20% of moms and dads use a mobile device to buy items online
One interesting finding from the report is that dads are most likely to ask a friend or rely on friends' recommendations when buying products for back to school. Researchers found Dad is almost twice as likely to weight purchases according to a friend recommendation than Teen. Moms are least likely to rely on a friend recommendation about a purchase.
Back to school households, both college-aged and with younger children, are expected to spend nearly $84 billion on supplies, clothing and electronics in 2012.
Tags: back to school, ecommerce, online shopping, retail trends, Rocket Fuel
Tweet
Subscribe to BizReport
Please enter your e-mail here:
Latest Headlines
- Reports: App spending skyrockets
- How YouTube's new direct-selling feature may impact merchants
- Forecast: Look for media usage to slow post-pandemic
- Top 4 ad trends to watch in 2021
- Report: 1/3 of people don't want to return to the office full-time
- Top 3 tips to use performance data to improve campaign optimization
- 5 Awesome Tools That Help You to Become a Top Online Marketer
- Top tips for brands 'going wide' with email