Over 40% of back-to-school shoppers are using mobile devices to optimise their in-store shopping experience, according to research by AdColony.
Over half (55%) said they use mobile devices when shopping in-store to research competitor prices. Discounts and promotions (47%) are also key reasons to use mobile devices in store. Another 41% said they took photos of products whilst 40% check out a product review.
Smartphones are the preferred devices (70%) to shop for school followed by desktops (20%).
The survey also revealed that male back-to-school shoppers were slightly younger than female shoppers with moms the most likely group to shop for their kids returning to school (62%) compared to dads (35%).
It is clear that online shopping still has some way to go if it wants to replace in-store with 38% of respondents choosing to shop both in-store and online. However, 37% prefer to shop in-store compared to 25% online.
Online-only websites were the dominant destination (59%) for digital shoppers, followed by retailer websites (50%) and mobile apps (26%).
Interestingly, 75% said they would make a purchase directly from a mobile ad if the product was relevant to them.
AdColony’s Back to School Shopping Survey examines shopping habits and preferences for school supplies to determine the role of mobile devices in the process.