Back-to-School Shoppers Prefer Going Online

It looks like more consumers prefer to do their back-to-school and back-to-college shopping online. According to a study from e-commerce marketing technology provider HookLogic and polling company Qriously, 35 percent of consumers shop for back-to-school supplies online, while 34 percent shop in-store and 33 percent shop both channels. Figures for back-to-college shopping tilt more strongly in the favor of online, with 38 percent of consumers going online to purchase back-to-college items, compared to 30 percent who shop in-store and 32 percent who shop both channels.