Back-to-School Shopping Goes Digital

Vancouver, BC - Where are British Columbians looking to shop for back-to-school items this year and what are they looking to buy? According to Ipsos Reid's third annual 2011 Back-to-School Study, it appears many are preferring to shop from the comfort of their own home as BC shoppers are using the Internet more often to search the web for their back-to-school shopping needs. As well, many are looking to purchase high tech digital devices, and taking greater notice of online resources such as product reviews and websites.

Purchase intentions demonstrate that BC shoppers are buying more digital devices than ever, to the extent to which higher tech gadgets are high on the list of back-to-school items. While conventional items such as traditional school supplies (71% have purchased or plan to purchase), everyday clothing (67%) shoes (57%) and accessories such as backpacks/lunch bags (49%) continue to be most popular on shopping lists, data this year also demonstrate there is interest in purchasing high tech devices (29%). Among BC residents with kids in Grade 8 or higher, this increases to 36% of shoppers purchasing high tech devices and includes not only computers or printers (22% plan to buy or have already bought for back-to- school), computer software (14%) and regular cellular telephones (10%), but also the most up- to-date technology like smartphones (5%), tablet computers (3%) and E-readers (1%).

Over time, results show that more back to school shoppers prefer to shop online for back to school items (13% preferred online shopping in 2009, 16% in 2010, and 20% in 2011). Over the same period, preference for department stores for back-to-school shopping in particular has fallen (59% preferred department stores in 2009, 58% in 2010, and 53% in 2011).

In addition to shopping online, the Internet is becoming a key tool in determining which brands consumers choose when buying back-to-school items. Though personal experience (influence on 89% of shoppers) and in-store promotions (74%) are still the most influential as to which brands of products back-to-school shoppers choose to buy, online tools are carrying weight too. Four-in-ten (43%) of the province's shoppers claim that online reviews by other consumers on retailers' websites influence the brands they choose to buy (8% a lot of influence and 35% some influence). As well, retailer websites (41% with 4% a lot of influence and 37% some influence) and product websites (39% with 3% a lot of influence and 36% some influence) are also influencing many shoppers' decisions. Social networking sites, such as Facebook and Twitter, appear to have a smaller, but growing impact on consumers, with 13% (2% a lot of influence and 11% some influence) of shoppers turning to these sources for advice.

"Increases like this suggest that the back to school season has become increasingly important for electronics retailers such as Best Buy, and has changed the nature of 'back-to- school' shopping" says Steve Mossop, President of the Western Region for Ipsos. "The digital influence in the purchasing decisions and the expansion of the back-to-school category shows that this season has expanded significantly even from a few short years ago."

These are the findings of an Ipsos Reid study fielded from August 8 to 14, 2011. This online survey of 311 adult British Columbians who have done or plan to do back-to-school shopping for the 2011-2012 school year was conducted using Ipsos Reid's proprietary "Voice of the West Interactive Forum" - an online panel of more than 6,000 British Columbians who have been randomly recruited to match the overall characteristics of the adult residents of the province. Statistical margins of error are not applicable to online studies of this nature, however, an unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 5.6 percentage points, 19 times out of 20.

For more details on this release, please contact:

Steve Mossop
President
Ipsos Reid
(778) 373-5001
[email protected]

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Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey- based market research group.

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