How context impacts the back-to-school consumer shopping experience

The back-to-school season is a lucrative time for retail. According to Mintel, Brits spend £1.2 billion sending kids back to school and M&S says it is the third biggest shopping event of the year – eclipsed only by Christmas and Easter.

In fact, nearly 9 in 10 back-to-school consumers plan to do their shopping online, giving marketers the chance to make a huge digital impact. In our latest study, IAS surveyed students and parents of students to understand consumer shopping behaviour and ad experiences leading up to the back-to-school season.

Here’s a sneak peek of what we discovered:

– 93% of back-to-school consumers find it important that ads they see are relevant to the content they are viewing

– 72% of back-to-school consumers typically consume back-to-school content on social media

– 60% of back-to-school consumers find online advertising helpful in making their purchasing decisions

Download Back-to-School Advertising Agenda to explore the consumer behaviors that digital marketers should consider to ensure they’re capitalizing on the start of a new school year.