Back-to-College 2015 Trends: Reading, Writing, and Retail

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Back-to-College 2015 Reading, writing, and retail College students are getting ready to head back to campus. Parents are arming them with supplies and increasingly using digital to influence their shopping decisions this season. Deloitte surveyed 450 U.S. parents of college children to determine the latest consumer shopping trends. Learn more. Digital adoption Top shopping destinations Among college families, device ownership is growing exponentially. Here is the breakdown: Percentage point increase vs. 2014 % of parents who own a: Smart phone 88% Tablet 62% Wearable device* 74% Book stores/university stores of parents with children in college will shop discount/value department stores— making it the #1 destination +8 20% +10 were #2 with 62% Internet (excluding auction sites) came in at #3 with 43% Shopping plans (including $1,313 the average spend by familiesseason— children) this back-to-college % of college students who own a: an increase of $90 over last year Smart phone 90% +1 54% prefer to purchase from retailers that offer an option to “buy online/pick up in-store” Tablet 37% +5 51% Wearable device* 10% of parents will complete their college shopping less than a month before the college year starts Shopping advice of parents will use a smart phone, and 12% will use a tablet, before or during a shopping trip to help with back-to-college shopping 74% of college students are consulting their friends most often for shopping suggestions 55% of parents will rely on the college/university itself for shopping recommendations 54% 30% of parents list online sources (i.e., blogs, review sites, etc.) as a go-to resource for shopping advice *Wearable device data not available for 2014 Share on Facebook Post on LinkedIn Follow @DeloitteCB #Back2School15 Deloitte commissioned its third annual Back-to-College survey of 450 U.S. parents of college students from July 5–13, 2015. The survey has a margin of error for the entire sample of plus or minus five percentage points. This publication contains general information only and is based on the experiences and research of Deloitte practitioners. Deloitte is not, by means of this publication, rendering business, financial, investment, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte, its affiliates, and related entities shall not be held responsible for any loss sustained by any person who relies on this publication. As used in this document, “Deloitte” means Deloitte LLP and its subsidiaries. Please see for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright © 2015 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited.

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