电通（Dentsu）：2025美国返校季购物洞察报告（英文版）（40页）.pdf

1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESBACK-TO-SCHOOL SHOPPING 2025JUNE 2025US EDITION2PART OF THE DENTSU CONSUMER NAVIGATOR SERIESABOUT THIS STUDYSurvey MethodologySurvey Methodology The survey was conducted by dentsu via Toluna,an online research panel.Administered on June 12,2025.Distributed

2、 among a random sample of 1,000 U.S.respondents 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers)M E T H O D O L O G Y3PART OF THE DENTSU CONSUMER NAVIGATOR SERIESOUR REPORT FO

3、CUSES ON PARENTS OF SCHOOL-AGED CHILDRENM E T H O D O L O G Y33%30%38%PARENTAL STATUSParents of school-aged kidsParents but NOT of school-aged kidsNot a parent37%50%40%29%13%Pre-KElementary schoolMiddle schoolHigh schoolCollegeGRADE OF SCHOOL-AGED CHILDREN4PART OF THE DENTSU CONSUMER NAVIGATOR SERIE

4、SCONTENTSA G E N D A01TOP CONSUMER INSIGHTS02PARENTS ARE CUTTING COSTS,NOT CORNERS03NAVIGATING SCHOOL SHOPPING LISTS04SHIFTING INFLUENCES ON BACK-TO-SCHOOL DECISIONS5PART OF THE DENTSU CONSUMER NAVIGATOR SERIESTOP CONSUMER INSIGHTSKIDS ARE THE REAL DECISION MAKERS 79%of children influence purchase d

5、ecisions at least occasionally,with 43%of parents saying their kids are their primary influence.And todays students arent just askingtheyre presenting research-backed arguments on features,specs,and quality that may only become easier with the rise of AI/LLMs.ECONOMIC ANXIETY IS RESHAPING SHOPPING B

6、EHAVIOR And turning parents into pragmatic hackers:55%will switch to a trusted alternative if required brand is too expensive.Thats in the context of 41%of parents being highly concerned about back-to-school budgets given the economic environment,with 71%worried about tariff-driven price increases.T