电通（Dentsu）：2024返校季购物洞察报告（英文版）（32页）.pdf

1、June 2024Dentsu Consumer Navigator:Back-to-School Shopping 2024|Navigatordentsu Consumer Navigator Back-to-School Shopping 2024About this studyThe survey was conducted by dentsu via Toluna,an online research panel.Administered on June 10th,2024.Distributed among a random sample of 1,000 U.S.responde

2、nts 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).Contents0101Top Consumer Insights02Affordability Is a Driving Factor03Back-to-School Shopping Lists04Changing Dynamics of

3、BTS shopping influence 05Closing Thoughtsdentsu Consumer Navigator Back-to-School Shopping 2024Value,price and quality take center stage this year80%of parents are concerned about the economy and the impact on BTS shopping.Were seeing parents becoming increasingly cost-conscious,focusing on price co

4、mparisons,discounts,and generic brands.Use social good more strategicallyWith the economic crunch,theres a marked shift from parents prioritizing brands that support social causes and sustainability.75%prioritize value and 67%lowest price,whereas social good and sustainability is now the strategic h

5、ook to get a sale over the line.Shopping lists vary based on kids grade.Parents of college students are more likely to focus on upgraded internet,textbooks,and dorm dcor.For younger children,the priority shifts to school supplies,backpacks,food/snacks,personal hygiene items,musical instruments,art s

6、upplies,and sports equipment.01dentsu Consumer Navigator Back-to-School Shopping 2024Parents turn to both online and in-store for back-to-school shopping.While both online and in-store shopping are important,weve observed a shift towards in-store purchases in several categories.Footwear,backpacks/ba