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BizReport : Ecommerce : August 21, 2014

Retale: 73% of parents to use mobile for back-to-school shopping

Location-based shopping platform Retale has released findings of a back-to-school shopping behavior survey that found mobile plays a significant retail role both in and outside of physical stores.

by Helen Leggatt

In their survey of 1,000 parents with school-aged children (grades K-12), Retale found that almost three-quarters (73%) use mobile devices, such as smartphones and tablets, to shop for back-to-school items.

The majority of parents (76%) plan to spend about the same amount they did last year while just 24% plan to spend less.

More than half (54%) of parents said they use mobile devices to support their shopping experiences both while in-store and when elsewhere. The most common out-of-store back-to-school mobile activities are making shopping lists (28%), making purchases (26%) and finding store locations (25%). The most popular in-store mobile activities are viewing product details (17%), accessing coupons (17%) and comparing prices (16%).

"Mobile has quickly become almost everybody's versatile shopping buddy," says Pat Dermody, president of Retale. "What that means for retailers is that they must continue to move aggressively to develop a meaningful presence at multiple points in mobile all of which might be accessed at any time by a potential customer."

Furthermore, very few parents, just 3%, plan to hold out for Labor Day sales this year. Instead, about one third (36%) will shop throughout the summer and almost half (47%) have already begun their back-to-school shopping.

Image via Shutterstock

Tags: back-to-school, mobile, retail, survey

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