Shoppers Are Using Smartphones and Tablets for Back-to-School Shopping

Data from the National Retail Federation (NRF) and BIGresearch show that a significant number of shoppers are using smartphones and tablets to research products, redeem coupons, look up store information and make purchases for back-to-school items this year.

According to the NRF, 24.1 percent of K-12 shoppers plan to use their smartphones to look up retailer information (location, store hours, etc.), while 25.1 percent of college shoppers plan to do the same.

Meanwhile, 17.8 percent of K-12 shopper plan to use their smartphones to redeem coupons, while 15.8 percent of college shoppers plan to do the same.

When it comes to actually buying back-to-school items, 18.8 percent of K-12 shoppers and 16.8 percent of college shoppers plan to actually purchase products with their smartphones.

NRF also found that 33.7 percent of K-12 shoppers and 30.9 percent of college shoppers plan to use smartphones to research products and compare prices.

The survey also looked at how back-to-school shoppers plan on using tablets. According to the findings, 23.7 percent of K-12 shoppers and 22.9 percent of college shoppers plan to use their tablets to research products and compare prices.

Meanwhile, 30.2 percent of K-12 shoppers and 39.6 percent of college shoppers plan to use their tablets to purchase products.

More than half, or 50.6 percent, of K-12 shoppers and 45.4 percent college shoppers plan to use their tablet apps to research or purchase products.

According to NRF, 47.5 percent of college juniors, 47.4 percent of graduate students and 47.2 percent of freshmen say they plan to purchase school products with their tablet devices this year.

“Retailers are using everything in their arsenal to attract customers whenever and wherever they want to shop – and mobile retailing is a big part of that strategy,” said Matthew Shay, president and CEO of NRF. “Consumers looking to save time and money while shopping for school items will be able to find their favorite brands in an instant, complete their checklists, and purchase what they need all with a swipe of their finger.”

According to NRF, families with children going back to K-12 will spend an average of $603.63 on apparel, school supplies and electronics this year, slightly below last year’s $606.40 average.

Families with children going back to college will spend an average of $808.71 for back-to-college shopping this year, down from the $835.73 average in 2010.

According to The Retail Email Blog, back-to-school season for retail email messages has been stretched out a bit, thanks to the uncertainty caused by the avoidance of debt default and the subsequent credit downgrade of the U.S. government.

“Messaging remained strong last week instead of beginning to decline as it typically does at this point,” Chad White wrote.

Sources:

http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1175

http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1157

http://www.retailemailblog.com/2011/08/week-end-trends-back-to-school-season_20.html