Students and parents start to research their back-to-school needs long before stores notice an uptick in purchases. Google conducted a study with Ipsos MediaCT during the 2013 season and found that 23% of respondents began back-to-school research before July 4, with nearly two-thirds (65%) starting by the end of July. In contrast, only 35% said they made a purchase by the end of July.
The Google/Ipsos data highlights the general diffusion of the shopping season for students. As mobile natives with near-universal access to the internet, teens and college students are shopping throughout the school year and are less reliant on parents or friends for rides to the mall to do their shopping. Read the rest at eMarketer.