back-to-college survey 2016 - deloitte united states · 2020. 9. 6. · college supplies and...

Back-to-College Survey 2016Two sides of the shopping story

Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 2

Key Insights & Findings

Deloitte’s 2016 Back-to-College Survey

Spend is likely to remain robust this year with parents and students differing slightly in

their spending and expectations

Shoppers expect to spend most in physical stores, but the influence of digital is pervasive

Students are budget conscious, and expected spending varies over the course of the

college experience

• Parents forecast average spend of $1,345, whereas students forecast $1,082

• While college supplies and clothing still dominate the lists for both college parents and students, students are more likely to predict spending on technology products—the most expensive category

• While 57% of students say they will contribute over half of the Back-to-College funds, only 16% of parents agree

• In-store prevails over online for most shopping categories, but students expect to purchase the majority of their college supplies and tech products online

• 82% of students and 74% of parents will do research online before purchasing products in-store

• 65% of parents and 50% of students are buying fewer traditional college supplies in light of digital technologies

• 45% of students will look to social media, mostly to find the best deals

• 83% of students will buy used books and seek free shipping options to stretch their back-to-college funds

• Spending trends downward over the college lifecycle, peaking with freshman and reaching a low point with seniors


Parent vs. student shoppers


College supplies and clothes/shoes top the list of products that parents and students plan to buy

“Please select the products you plan to purchase for your student”

2%

3%

7%

14%

15%

17%

23%

8%

8%

13%

14%

27%

32%

34%

44%

50%

75%

80%

44%

of parents plan

to spend on

tech products

Source: Deloitte in-house surveyNote: Parent survey sample size (N) = 750; Student survey sample size (N) = 1,200; Multiple select question

Technology products

Other products10%

9%

12%

21%

17%

20%

25%

20%

9%

13%

21%

31%

30%

46%

36%

44%

78%

89%

55%

of students plan

to spend on

tech products

Parents Students

“Please select the products you plan to purchase for yourself”

College supplies

Clothes/shoes

Shower and bathing items

Dorm accessories and supplies

Backpack or book bag

Kitchen and dining supplies

College-branded gear or supplies

Dorm furniture

Television

Luggage

Jewelry/handbag/personal accessories

Computer

Printer or other computer hardware

Cell phone/smart phone

Computer software/small accessories

Tablet, e-reader

Wearable device

Game console


While college supplies and clothing & accessories top most parents’ shopping lists, computer shoppers spend the most

Average spend planned by parents: $1,345

Source: Deloitte in-house surveyNote: Parent survey sample size (N) = 750; Spending on Voice and mobile data plans (Avg. $124) is not shown on this slideAvg. category spend is calculated only for the respondents who plan to purchase the above mentioned category

By category

36% plan to buy

Computers & Hardware

Avg. spend $673

21% plan to buy

Electronic Gadgets

Avg. spend $392

86% plan to buy

College Supplies

Avg. spend $521

75% plan to buy

Clothing & Accessories

Avg. spend $312

61% plan to buy

Household Appliances & Supplies

Avg. spend $253

47% plan to buy

Dorm Furniture & Supplies

Avg. spend $321

Parents


Students are also most likely to seek basic supplies but they spend most on computers when they shop the category

Average spend planned by students: $1,082

Source: Deloitte in-house surveyNote: Student survey sample size (N) = 1,200; Spending on Voice and mobile data plans (Avg. $84) is not shown on this slideAvg. category spend is calculated only for the respondents who plan to purchase the above mentioned category

44% plan to buy

Computers & Hardware

Avg. spend $473

32% plan to buy

Electronic Gadgets

Avg. spend $378

94% plan to buy

College Supplies

Avg. spend $388

55% plan to buy

Household Appliances & Supplies

Avg. spend $196

79% plan to buy

Clothing & Accessories

Avg. spend $202

By category

40% plan to buy

Dorm furniture & Supplies

Avg. spend $279

Students


Students claim they will contribute more to the back-to-college budget than parents expect they will cover

Source: Deloitte in-house surveyNote: Students survey sample size (N) = 1,200; Parents survey sample size (N) = 750

2%

6%

12%

19%

16%

16%

25%

12%

24%

25%

21%

8%

6%

2%

0%

1-10%

11-25%

26-50%

51-75%

76- 99%

100%

Parent vs. student opinion: “Student contribution to total back-to-college shopping budget”

57% of students plan to contribute

more than half of budget

16%of parents expect their kids to

contribute more than half of

budget

Parents Students


In-store remains the preferred shopping channel, particularly among parents

*Undecided (In-store/Online)

Source: Deloitte in-house surveyParents sample (N) = 750; Students sample (N) = 1,200

Parents

21%

$284

Undecided*

?

25%

$341

Online

54%

$720

In-store

Students

24%

$266

Undecided*

?

35%

$377

Online

41%

$440

In-store

Spending by channel


Students shop online more than parents, but preferred channel varies by category

Source: Deloitte in-house survey

13%

17%

20%

25%

31%

34%

70%

63%

61%

51%

44%

43%

17%

20%

18%

24%

24%

23%

Parents Students

17%

27%

26%

38%

38%

43%

61%

52%

49%

32%

34%

34%

23%

21%

25%

30%

28%

22%

Household appliances & supplies

Clothing & accessories

Dorm furniture & supplies

Electronic gadgets

College supplies

Computers & hardware

In-StoreOnline Undecided (Online/In-store)

Category

Category spend by channel (%)


Parents favor traditional venues, whereas students are more likely to purchase online

“In what types of retail environments do you plan to do your back-to-college shopping?”

Source: Deloitte in-house surveyNote:; Parents survey sample size (N) = 750; Students survey sample size (N) = 1,200; Multiple select question

6%

11%

12%

17%

19%

21%

21%

23%

23%

24%

30%

39%

46%

51%

53%

63%

Catalogs

Off-price stores

Consignment shops/thrift stores

Drug stores

Fast fashion apparel retailers

Specialty clothing stores

Supermarkets

Home electronics stores

Dollar stores

Home furnishings and housewaresstores

Warehouse membership clubs

Office supply/technology stores

Online sites

Traditional department stores

Discount/value department stores

Bookstores/college bookstores

7%

11%

13%

15%

22%

22%

23%

23%

25%

30%

31%

41%

41%

43%

64%

71%

Catalogs

Off-price stores

Warehouse membership clubs

Drug stores

Home furnishings and housewaresstores

Consignment shops/thrift stores

Fast fashion apparel retailers

Specialty clothing stores

Home electronics stores

Dollar stores

Supermarkets

Traditional department stores

Office supply/technology stores

Discount/value department stores

Online sites

Bookstores/college bookstores

Parents Students


With the rise of digital, parents and students are researching in-store purchases online and buying fewer traditional college supplies

“Please indicate your level of agreement with the following statements (% who agree or somewhat agree)”*

Source: Deloitte in-house surveyNote: Parents sample size (N) = 750; Students survey sample size (N) = 1,200; * Percent represents respondent who agreed or somewhat agreed with statements.

50%

79%

82%

69%

65%

71%

74%

87%

I'm buying fewer traditional college supplies because of

digital technologies in and out of the classroom

I am more likely to purchase from online retailers who

offer free shipping during the B2C shopping season

Do research online first before purchasing B2C products

in a store

Shop at different points throughout the summer to take

advantage of deals

Parents Students


“Which of the following payment methods will you likely use for your back-to-college purchases?”

Source: Deloitte in-house surveyNote: Parents survey sample size (N) = 750; Students survey sample size (N) = 1,200

Parents Students

50%

67%

44%

7%

5%

1%

67%

57%

57%

12%

8%

2%

Debit Card

Credit Card

Cash/Check

Gift Card

Digital Payment

Other

Parents most often shop with credit cards, whereas students favor debit cards


A deeper dive on students


Seniors are likely to spend the least compared to shoppers from other grades

“How will your spending this year on back-to-college items compare with what you spent last year?”

Source: Deloitte in-house surveyNote: Freshmen (n) = 165; Sophomore (n) = 291; Junior (n) = 317; Senior (n) = 281; Graduate (n) = 146

66%

27% 30%19%

31%

25%

32%42%

43%36%

9%

41%28%

38% 34%

Freshmen Sophomore Junior Senior Graduate

Expect to spend

less

Expect to spend

the same

Expect to spend

more

1. Need more items

2. Need more expensive items

3. Prices are generally higher

1. Need fewer items

2. Need less expensive items

3. My household has less money

Why do you plan to spend “more”? Why do you plan to spend “less”?

Avg.

Spend$1,352 $1,096 $845$1,120 $1,129


Most students plan to shop during the traditional back-to-college season, with early shoppers spending more

Source: Deloitte in-house surveyNote: Sample size (N) = 1,200

“When are you likely to begin your back-to-college shopping?”

July

0%

September OctoberAugustEarlier than July

6%

Earl

y in J

uly

18%

Late

r in

July

30%

Earl

y in A

ugust

32%

Late

r in

August

11% 2%

~86%

$349 $323 $309 $293 $270 $259Avg.

Spend


Male students will spend considerably more on tech products compared to female students

Source: Deloitte in-house surveyNote: Male Students (n) = 526; Female Students (n) = 674Avg. category spend is calculated only for the respondents who plan to purchase that category

$ 517 Computer & Hardware $ 428

$ 434 Electronic Gadgets $ 308

$ 397 College Supplies $ 381

$ 265 Dorm Furniture & Supplies $ 290

$ 216Households Appliances &

Supplies$ 182

$ 205 Clothing & Accessories $ 199

Male Avg. spend: $1,196 Female Avg. spend: $994Category


Most students will use their smartphones during the shopping journey, but they will look for information rather than inspiration

“Device you use or plan to use for back-to-college shopping: smartphone/tablet*”

60%

61%

63%

68%

69%

Access a retailer's website

Get product information

Access a mobile shopping app

Get price information

Find a store location

“With regard to your back-to-college shopping, for what purposes would you be using/would you likely use a

smartphone?#”

71%

Source: Deloitte in-house survey* Who own a smartphone (n = 1,163) or a tablet (n = 675)# Multiple select question

Sm

artp

hon

eTab

let

49%

53%

57%

59%

60%

Make a purchase

Shop online

Get product information

Get price information

Access a retailer's website

41%


45%

Use of social media is high among students and helps them to navigate the best deals

“Do you plan to use social media sites to assist in your back-to-college

shopping?”

32%

64%

64%

66%

71%

To visit retailers' pages on social

networking sites

To read reviews/recommendations

To browse products

To receive a coupon

To find out about promotions/view ads

“With regard to your back-to-college shopping, how do you plan to use social media sites?#”

Source: Deloitte in-house surveyNote: Sample size (N) = 1,200; # Multiple select question


Budget-conscious students will buy used books or rent to stretch their back-to-college funds

83%

67%

55%

Will buy more used textbooks to help stretch my budget

Will rent more textbooks to help stretch my budget

Prefer to purchase from retailers that offer an option to BOPUS**or buy online/return to store this B2C season

“Please indicate your level of agreement with the following statements (% who agree or somewhat agree)*”

Source: Deloitte in-house surveyNote: Sample size (N) = 1,200. * Percent represents respondents who agreed or somewhat agreed with statements.** Buy online pick Up in store


About the survey

The surveys were commissioned by Deloitte and conducted online by an independent research company from June 22 – 27, 2016. The study involved two surveys, which polled a sample of 750 parents with college-going children and 1,200 college-going students, and has a margin of error for the entire sample of plus or minus three percentage points.

As used in this document, “Deloitte” means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its

subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

http://www.deloitte.com/us/about

back-to-college survey 2016 - deloitte united states · 2020. 9. 6. · college supplies and...

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