As we enter September, back-to-school shopping is in full swing all over the nation. It is the second-largest spending period for consumers outside of the holiday season, and there’s more and more proof that these dollars are being spent on mobile devices. The current prediction for 2014 is that mobile commerce will hit over $80 billion. As you tackle the stores, you see parents, children, and relatives with their devices in hand, prepared to make the most out of back-to-school shopping.
Tapjoy ran a survey on our network of over 450 million consumers to hone in on the different types of consumers that are engaging with their mobile device this season and identify which types of activities they are focusing on. Here’s what we found:
- Moms tend to do most of the family’s back-to-school shopping, with nearly 60% agreeing that shopping via a mobile device makes the process less stressful.
- When shopping on a mobile phone, the top activity is using GPS to locate a store; on a tablet, it is making an actual purchase.
- Nearly half of consumers begin their back-to-school shopping as early as August and continue shopping through the month September.
Another point worth noting is that these consumers are already primed to use their devices during back-to-school season –- nearly half reported that they regularly shop via mobile at least once a month.
To maximize engagement with consumers during this key back-to-school period, we recommend utilizing a suite of products — such as Rich Media, Video, and Direct Response ad units — to highlight sales and in-store deals. Targeted, engaging mobile campaigns will play directly into the consumer’s propensity for mobile and set the stage for a successful back-to-school shopping season.