Source: Internet Retailer
Internet Retailer featured findings from Branding Brand's 2017 Back-to-School Shopper Survey. Read the full story here.
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More back-to-school college shoppers plan to check out at Target Corp. and Wal-Mart Stores Inc. this year over Amazon.com Inc., according to a new study “Back to School 2017.”
Mobile platform provider Branding Brand conducted the study of 1,000 U.S. shoppers ages 18-24 between June 21-23.
The study found that 64% of shoppers plan to buy back-to-school products from Target (No. 20 in the Internet Retailer 2017 Top 500), a 51% increase from the 2016 study; 64% plan to buy from Walmart (No. 3) this year, up from 42% last year, and 50% will buy from Amazon (No. 1), a decrease from the 74% who said they would buy from the web giant last year.
“Investments by Walmart and Target in apps and multichannel commerce are paying off with consumers who might have looked to the convenience of Amazon,” says Chris Mason, Branding Brand co-founder and CEO. “Retailers making a conscientious effort to bridge their digital strategies with how their customers want to shop can gain market share of what will continue to be a thriving e-commerce industry.”
Overall, 79% of shoppers plan to buy back-to-school products online, and 62% of all respondents expect to make those purchases on their smartphones, according to the Branding Brand study. It’s no surprise that this college-age group is buying more on their smartphones, Mason says.
“Mobile’s influence on shopping continues to grow, with two in three shoppers planning to make transactions from their smartphone, and people are purchasing in mobile shopping apps more often than other digital channels,” Mason says.