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Buzz Marketing Group's EIGHTH WAVE of our annual report profiling 20somethings. This month, we talk to Millennials about going back to school.
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Th e E ig h th wa ve o f a n e w a n n ua l r e p o r t p r o f ili n g th e s e u p a nd c o m i ng Mille n n ia ls.
Buzz on Back-to-School
Study 8.0
9000 buzzSpotters®
male 47%
female 53% 27
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Who was Involved?
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278 members of our buzzSpotter® network participated in th is survey.
This network is used as a resource for ethnographies, focus groups, personal
interviews, immersion experiences, surveys, and polls.
Overall, this panel is composed of trend influencers, and represent all of the “tribes” we have identified, which
include: independents, preppies, techies and alternatives.
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The majority of participants are from these states.
STATS BY STATE AND PERCENTAGE >>>
location
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The respondents ranged in age from 15 – 30 years old.
AGE
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ethnicity
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Relationship Status
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Education
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employment
buzzmg.com
25% of our students are working full-
time or part-time wh ile studying at the
same time.
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Household income
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30% of our students fall between
the national average h ouseho ld
income of $33,000 and $82,000
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Who do you shop with?
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When will you begin back-to-
school shopping?
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36% of our students wait to start their
back-
to-sch oo l sh opping until at least two weeks
before sch oo l starts.
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How many times will You go shopping?
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58% of our students will go sh opping as many
times as they need to in order to get everyth ing
they need for sch oo l.
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How will the economy impact your spending?
buzzmg.com
As a result of the economic climate, 75% of our
students will be looking for the best sales.
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How much do you plan to spend on
your back to school supplies
this year?
buzzmg.com
Do you plan to spend more or less this year?
buzzmg.com
There will be an even number of students
spending more, less, and the same amount of
money as last year.
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Did you use coupons last
year?
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There is an 18% increase in the amount of
students who will use coupons in comparison to
th ose who used last year.
Are you using coupons this year?
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Where will you purchase your
items this year?
buzzmg.com
Office supply stores, department stores, and
retail stores are among the top ch oices o
f where
our students will sh op for their merchandise.
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How much do you plane to spend on
clothes?
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How much do you plane to spend on
basic school supplies?
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How much do you plane to spend on
electronics?
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Which electronics do you plan to
buy?
buzzmg.com
27% of our students plan to buy a laptop making
it the most popular back to sch oo l electronic th is
year followed by a smart ph one.
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If you plan to buy a laptop, which
brand?
buzzmg.com
More than half of our students plan to buy an
Apple laptop and 13% plan to buy a Dell laptop.
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Where are you most likely to
purchase electronics?
buzzmg.com
Our students are looking to retailers like B
est
Buy, Amazon, Target, and Walmart for their
electronics in 2012.
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What is most important when
purchasing a laptop?
buzzmg.com
Quality is far more important than anyth ing
else for our students when purchasing a lap
top.
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Where do you spend most of
your time other than school?
buzzmg.com
If our students are not with their friends
during their free time, you will probably find
them online.
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buzzmg.com
Interestingly, 71% of our students plan to spend up to $200 on basic back to sch oo l supplies, 34% plan to spend up to $200 on clothes and a little under half of them will spend up to $200 on electronics th is season.*
A majority of our Millennial students, 61%, will begin their back to sch oo l sh opping one month to two weeks prior to the start of the new sch oo l season. More than half, 58%, also admitted they will sh op until they have everyth ing they need with out putting a limit on the amount of trips they will take.*
When it comes to purchasing electronics, Millennial students are decisive as to what they want and who they prefer to buy from. The top purchases include: laptops and smart ph ones. The top three retailers of th is back to sch oo l season include: Best Buy, Target and Walmart.*
KEY FINDINGS
Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com
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