As a brand marketer, many questions need answering before you plan your mobile marketing spend. The report answers some key questions on the shifting trends of back-to-school shopping, consumer behaviour on smartphones while shopping and the mobile media impact on their buying decision.

1. The Role Of Mobile & Its Influence On Back To School
Shopping | August, 2015

2. 1. Research Objectives & Methodology
2. Key Findings
3. Current State of Back To School Shopping Behavior
4. Mobile Media In The Back To School Shopping Mix
5. Moms’ Back To School Shopping Behavior
6. Implications for Advertisers
CONTENTS

3. ABOUT THE RESEARCH
As summer vacations come to an end and consumers begin to dish out dollars for Back to School
shopping, brands and retailers have a significant opportunity to influence purchase decisions and
learn from this consumer behavior.
However, Brand marketers need answers to several questions before they can plan where to spend
their mobile marketing dollars. What are the shifting trends in back-to-school shopping? How will
consumers use their smartphones while shopping? Does mobile media impact their buying
decisions? What role does mobile advertising play during shopping?
In April 2015, InMobi surveyed over 220 mobile users in the UK to find out how they plan to shop for
Back To School clothes and supplies this year. This research report details those findings.
The Role Of Mobile & Its Influence On Back To School Shopping

4. InMobi conducted research to understand the role of mobile
devices and its’ influence on Back to School Shopping among UK
consumers
The main objectives of this study were to:
• Look at how consumers currently engage with their mobile
devices and how this is changing
• Gain an in-depth understanding of consumer behavior when
browsing and shopping for Back to School purchases
• Identify mobile activities that could engage consumers and
drive the trial and purchase of BTS items
• Understand the impact of mobile advertising on the Back to
School Shopping
RESEARCH OBJECTIVE

5. Respondents recruited via InMobi
mobile ad network in the UK
between April 23 - 14 June 2015
Results targeted and weighted
to be representative of the UK
mobile population
Sample of n=220 UK mobile usersOn-device survey conducted
over Kinesis Survey Platform
RESEARCH METHODOLOGY

6. KEY TAKEAWAYS

7. • Back to School spending is relatively strong this year and outpaces holiday shopping
o 22% of UK consumers plan to spend significantly more on Back to School shopping then on holiday shopping this year
o Retailers can expect healthy spending on Back to School shopping this year, as 44% plan to increase their spend between
$100 and $499 more compared to last year
• Back to School is not a last minute shopping season
o Nearly 58% of UK consumers begin shopping 3+ weeks before school starts
• Department Stores rule Back to School shopping
o Department Stores are the number-one shopping destination by far for Back to School shopping (20%), followed by
Supermarkets (14%) and Office Supply stores (13%)
• The Back to School shopping list
o The top items on back-to-school shopping lists this year are: Clothing & Shoes (64%) , General School Supplies (58%), and
Sporting and Fitness Goods (45%)
Key Takeaways (1/2)

8. • Mobile devices rules over PCs this Back to School shopping
o 31% of respondents in the survey indicated that they plan to use their mobile devices to assist in Back to school browsing
and buying processes and only 18% plan to use laptop
• The top 5 activities which consumers use their web-enabled smart phones for in Back to School shopping includes
o Use apps to research and compare price/products
o Compare prices
o Purchase Products
o Research product information/reviews/general tips & info
o Redeem coupons
• 29% of consumers planned to use their smartphone to look for offers & mobile coupons while in a store, underscoring the
continued importance of show-rooming for many retailers across a variety of retail categories
• Ads with special deals and promotions, Ads that are targeted to recent back to school searches and Video Ads are the
preferred ad types that consumers find useful during Back to School shopping
Key Takeaways (2/2)

9. BACK TO SCHOOL SHOPPING TRENDS - 2015

10. 1 in 2 UK Consumers Will Shop for Back to School
Q. Are you planning to go shopping for back-to school items this year?
n = 220 respondents
75% of UK consumers plan
on shopping for Back to School
items this year
41%
34%
25%
Definitely will Probably will Might or might not
Planning to Shop for BTS Items

11. Clothing & Shoes Tops Back To School Shopping Lists
Q. What type of back-to-school items are on your shopping list this year? (Select all that apply)
n = 220 respondents
Types of back-to-school items on shopping list this year
22%
24%
29%
35%
37%
45%
58%
64%
Dorm supplies, appliances or furnishings
Toys
Media & Entertainment Items (CD’s, Videos, iPod etc.)
Consumer Electronics (Smartphone, Tablet, PC, Laptop,
Smart watches etc.)
Computer related equipment (USB flash drives, external
hard drive, etc.)
Sporting or Fitness Goods
School supplies (books, paper, pens, backpacks etc.)
Clothing and shoes
• The top items on back-to-school shopping
lists this year are: Clothing and Shoes (64%),
School supplies (58%) and Sporting and
Fitness Goods (45%)

12. INFLUCENCE OF MOBILE MEDIA IN BACK TO
SCHOOL SHOPPING

13. Mobile Devices Will be the Preferred Shopping Companion For
Back-to-School
Q. How much of your back-to-school shopping (research/purchase) are you planning to do on mobile?
n= 220 respondents
% of Back To School Shopping Planning to Do On Mobile Device
• 55% of consumers plan to do 25-74%
of their back to school shopping using
mobile device
3%
4%
6%
13%
19%
26%
29%
100%
I will not be doing any back-to-
school shopping on MOBILE this…
75%- 99%
Less than 10%
10-24%
25-49%
50- 74%

14. InMobi conducted research to
understand the role of mobile among
moviegoers in Australia
Research Objectives
44%
General tips &
information
38%
Official retailer
apps
44%
Product reviews &
recommendations
50%
Special Deals &
Promotions for
products
47%
Local store hours &
directions
39%
Product information,
photos, videos, and
product availability
Type of Information Found Useful When Researching For Back
To School Shopping On A Mobile Devices
Special deals & promotions, Local Store Hours & Directions are the important call to actions preferred in
an mobile ad that aids in Back to School Shopping
Q.What information would you find useful when researching a back to school item on your mobile device? Please select all that apply.
n= 220 respondents
42%
Customer support

15. BACK TO SCHOOL MOBILE PATH TO PURCHASE
– UK MOMS

16. Clothing, School Supplies & Consumer Electronics Tops UK
Moms Back To School Shopping Lists
Q. What type of back-to-school items are on your shopping list this year? (Select all that apply)
N = 36 respondents (UK Moms)
Types of Back to School items on UK Moms shopping list
28%
31%
39%
42%
42%
42%
50%
53%
Media & Entertainment Items (CD’s, Videos, iPod etc.)
Dorm supplies, appliances or furnishings
Toys
Sporting or Fitness Goods
Computer related equipment (USB flash drives, external hard
drive, etc.)
Consumer Electronics (Smartphone, Tablet, PC, Laptop, Smart
watches etc.)
School supplies (books, paper, pens, backpacks etc.)
Clothing and shoes

17. Insights: How do moviegoers in Korea use their smartphones for movies
Preferred Mobile Ad Types
50%
UK moms indicated that they
plan to use their mobile
devices to assist in BTS
browsing and buying
processes
28%
UK moms plan do to
25-49% of their back-to-school
shopping (research/purchase)
on mobile
69%
UK moms plan to use their
mobile device while
shopping in stores
Smartphones Are Favorite Choice For UK Moms For Back To School
Shopping
Q. How will you shop for back-to-school items?
Q. How much of your back-to-school shopping (research/purchase) are you planning to do on mobile?
Q. How will you use your smartphone in stores while back-to-school shopping?
N = 36 respondents (UK Moms)

18. Want More?
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consumers through mobile advertising.
InMobi platforms leverage advances in big
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architectures to simplify mobile advertising for
its customers.
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of the 50 Disruptive Companies, InMobi is the
world's most powerful advertising platform,
engaging more than 1 billion active uniques
across 200 countries
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