电通：2023年返校购物季消费者洞察报告（中译版）（28页）.pdf

1、May 2023Dentsu Consumer Navigator:Back-to-School Shopping 2023|Navigator|Navigatordentsu Consumer Navigator Back-to-School Shopping 2023About this studyThe survey is administered each month through Toluna,an online research panel.Conducted by dentsu,this survey is distributed among a random sample o

2、f 1,000 respondents,18-years-of age or older and residing in the United States.The survey garners an equal number of male and female respondents and controls for nationally representative weighting across race and ethnicity(using the latest publicly available U.S.Census numbers).The survey that info

3、rms this report was fielded on May 15th,2023.The results in this report are among 500+parents of school-aged(Pre-K through college)children,screened from the overall survey.Contents0101Top Consumer InsightsTop Consumer Insights02BackBack-toto-School Shopping School Shopping ListsLists03Calculating V

4、alue in BackCalculating Value in Back-toto-School ChoicesSchool Choices04Students Hold Sway Over Students Hold Sway Over PurchasesPurchases05Closing ThoughtsClosing Thoughtsdentsu Consumer Navigator-Back-to-School Shopping 2023Many parents are starting their shopping earlier.This year,the percentage

5、 of parents intending to start their shopping by the end of May has increased compared to last year,rising by 11 points to reach 33%.Traditional back-to-school items remain at the top of the list.Clothing&apparel,footwear,and school supplies are the three most mentioned items by parents when asked a

6、bout their shopping plans for the upcoming 2023 school year.Interestingly,several other categories have also seen a surge in interest,including sports equipment,textbooks,software programs,and upgraded internet access.Parents exhibit a combination of online and in-store back-to-school shopping behav