Back-to-School Shoppers: A Digital Behavior Report

Back-to-school is the second biggest shopping season after the winter holidays. With approximately 50 million kids going back to school, and spending to reach $75.8 billion, it’s time to make sure your website is ready to capture and convert. If you are like most marketers, you plan your back-to-school campaigns long before the first ads start to run. But have you analyzed the online behaviors of the back-to-school crowd to maximize their online experience? And do you know how to leverage the behavior of the “late shoppers” to increase conversions? E-commerce sales are projected to increase by 14.8% this year — that’s triple the amount expected for retail stores, estimated at 4%. In fact, back-to-school shoppers spend 67% more time and see 5% more pages than average shoppers the rest of the year. Why such a big difference? Consumers increasingly choose their smartphones over computers and tablets to browse online. Especially during this season, when 33% of visits are on desktop, 58% on mobile devices and 9% on tablets. But mobile users behave completely differently from desktop users.