Buzz Marketing Group's EIGHTH WAVE of our annual report profiling 20somethings. This month, we talk to Millennials about going back to school.

1. Buzz on Back-to-
School
Study 8.0
Th e E ig h th wa ve o f a n e w a n n ua l r e p o r t p r o f ili n g th e se u p a nd
c o m i n g Mille n n ia ls.

2. Who was
Involved?
9000
This network is used as a resource for
3* ethnographies, focus groups, personal
120 324
- ./*0 interviews, immersion
+",(&
278 members of our experiences, surveys, and polls.
45674*" $$.8'$)* Overall, this panel is composed of
buzzSpotter® trend influencers, and represent all of
the “tribes” we have identified, which
network 9 %. :/./*;
(:%(.*
include: independents, preppies,
techies and alternatives. buzzSpotters®
participated in this <:;)./*0120=243*
survey.
53% /47%
female male
278 !"# $%& %'" ( $) *
buzzmg.com

3. location !"#
$%#
<!# =>?@#AB#@C># &!#
:;#$%# DE!# '(%#
+%# '+%#
)*#
9!# +%#
3%#
78#
The majority of $%# ,!#
participants are 0&# -%#
3%#
from these states.
.*#
05#
'/%#
STATS BY STATE AND PERCENTAGE >>> '6%#
12# .0#
04# 10# 1.# 1!#
$%# $%#
+%# $%# 3%# $%# buzzmg.com

4. AGE
(H%#
'6#F#$$#
The respondents
ranged in age from
15 – 30 years old. '3F'G#
33%#
buzzmg.com

5. ethnicity 8J?SMPJN#
-%# 7@C>R#
3%#
!?JMP#!Q>RJNMP#
6%#
KLMNO#
$/%#
ICJ@>#
(-%#
buzzmg.com

6. Relationship
Status
1MRRJ>V# 7@C>R#
'%# '%#
.P#M#R>LMUAP?CJS#
$'%#
2MUPT#
H%#
EJPTL>#
G'%#
buzzmg.com

7. Education
8JTC#?NCAAL#VJSLAQM#
33%#
EULL#JP#?NCAAL#
3-%#
!??ANJM@>?#2>TR>>#
G%# buzzmg.com

8. full-
s are wo r king
employment 2
de n t
5% o f our stu wh ile studying a t th e
e
time o r par t-tim
same time .
!#?@XV>P@FYARO>R# DP>QSLAW>V#
''%# -%#
IAROJPT#SMR@F
UQ>#
'+%#
IAROJPT#BXLLFUQ>#
'$%#
!#?@XV>P@#
((%#
buzzmg.com

9. Household
income
e twee n
30% o f our s tude n ts fall b
h o ld
th e na tio nal ave rage h ouse
82,000
in c o me o f $33,000 and $
+/%#
$/%#
'-%#
'(%#
''%#
+%#
$%#
*>??#@CMP# Z6[///#F# Z++[///F# Z6$[///#F# Z'G/[///#F# 1AR>#@CMP# .#VAP@#YMP@#
Z6[///# Z++[///# Z6$[///# Z'G/[///# Z+G/[///# Z+G/[///# @A#?S>NJBW#buzzmg.com

10. Who do you
shop with?
7@C>R# -%#
6'%#
1W#)RJ>PV?#
1W#9MR>P@]?^# H3%#
1W#&CJLV]R>P^# /%#
1W?>LB# 6G%#
buzzmg.com

11. bac k- When will you
e n ts wait to star t th e ir
% o f our stud o wee ks begin back-to-
36
pp ing u n til a t least tw
to-sc h oo l sh o school shopping?
star ts.
be fo re sc h oo l
7PN>#?NCAAL#?@MR@?# (%#
'#Y>>O#_>BAR>#?NCAAL#?@MR@?# G%#
$#Y>>O?#_>BAR>#?NCAAL#?@MR@?# $3%#
'#QAP@C#_>BAR>#?NCAAL#?@MR@?# +G%#
$#QAP@C?#_>BAR>#?NCAAL#?@MR@?# '6%#
+#QAP@C?#_>BAR>#?NCAAL#?@MR@?# -%#
buzzmg.com

12. s man y How many times
e n ts will go sh opp ing a
58 % o f our stud e r to ge t e ve
r y th ing will You go
to in o rd
times as th e y need shopping?
sc h oo l.
th e y need fo r
.#SR>B>R#@A#_XW#
>`>RW@CJPT#.#P>>V#JP#
AP>#@RJS#
'$%#
:YJN>#
'/%#
:CR>>#UQ>?#
'+%#
!?#QMPW#UQ>?#M?#.#
P>>V#@A# )AXR#UQ>?#
(6%# )J`>#UQ>?#H%#
'%#
buzzmg.com

13. How will the
f ou r economy impact
c o no mic c lima te, 75% o
As a r esult o f th e e st sales.
be loo k ing fo r th e be your spending?
stude n ts will
'H%#
.#YJLL#PA@#_>#JQSMN@>V#_W#@C>#>NAPAQW#@CJ?#W>MR#
+H%#
.#YJLL#?S>PV#L>??#A`>RMLL#MPV#X?>#QAR>#NAXSAP?#
+$%#
.#YJLL#VA#QAR>#APLJP>#?CASSJPT#
.#YJLL#LAAO#BAR#QAR>#?ML>?# G3%#
.#YJLL#R>X?>#LM?@#W>MR?#?NCAAL#J@>Q?# +'%#
3-%#
.#YJLL#VA#QAR>#NAQSMRMU`>#?CASSJPT#APLJP>#
+'%#
.#YJLL#_XW#QAR>#?@AR>#_RMPVaT>P>RJN#SRAVXN@?#
buzzmg.com

14. How much do you
plan to spend on
your back to
+$%#
school supplies
this year?
$'%#
'(%#
'$%#
'/%# -%#
$%#
Z'//#F#Z$//# Z$//#F#Z+//# Z+//#F#Z3//# Z3//#F#Z(//# Z(//#F#ZH//# ZH//#F#ZG//# 1AR>#@CMP#
ZG//# buzzmg.com

15. tude n ts
Do you plan to
an e ve n numbe r o f s spend more or
Th e re will be ou n t o f
e, less, and th e same am
spe nding m o r less this year?
year.
m o ne y as last
1AR>#
EMQ>#
$6%#
+H%#
*>??#
+H%# buzzmg.com

16. Are you using Did you use
coupons this year? coupons last
am ou n t o f year?
% in c rease in th e o n to
Th e re is an 18 ns in c o mparis
use c oupo
stud e n ts wh o will
year.
th ose wh o used last
0A#
+/%# 0A#
36%# 5>?#
($%#
5>?#
G/%#
buzzmg.com

17. s, and Where will you
o res, de pa r tme n t sto re
Offic e supply st top c h o ic es o f
wh e re purchase your
o ng th e
re tail sto res are am o r th e ir me r c h andise . items this year?
will sh op f
our stude n ts
7@C>R# 3%#
cL>N@RAPJN?#E@AR># ++%#
7bN>#EXSSLW#E@AR># G'%#
2J?NAXP@#E@AR># 3(%#
2RXT#E@AR># +3%#
=>@MJL#LANMUAP?# G$%#
2>SMR@Q>P@#E@AR>?# G'%#
&MQSX?#E@AR># +6%#
EQMR@#9CAP>a:M_L>@# $(%#
7PLJP># HH%#
&M@MLAT# 'G%#
buzzmg.com

18. How much do you
+3%#
plane to spend on
clothes?
$G%#
'G%#
'/%#
H%#
3%#
$%#
Z'//#F#Z$//# Z$//#F#Z+//# Z+//#F#Z3//# Z3//#F#Z(//# Z(//#F#ZH//# ZH//#F#ZG//# 1AR>#@CMP#
ZG//# buzzmg.com

19. How much do you
G'%# plane to spend on
basic school
supplies?
''%#
H%# (%# 3%# +%#
/%#
Z'//#F#Z$//# Z$//#F#Z+//# Z+//#F#Z3//# Z3//#F#Z(//# Z(//#F#ZH//# ZH//#F#ZG//# 1AR>#@CMP#
ZG//# buzzmg.com

20. 36%#
How much do you
plane to spend on
electronics?
'+%# '$%#
-%#
G%#
(%#
$%# '%# $%# '%#
Z'//#F# Z$//#F# Z+//#F# Z3//#F# Z(//#F# ZH//#F# ZG//#F# Z6//#F# Z-//#F# 1AR>#
Z$//# Z+//# Z3//# Z(//# ZH//# ZG//# Z6//# Z-//# Z'[///# @CMP#
Z'[///# buzzmg.com

21. op making Which electronics
e n ts plan to buy a lap t
27 % o f our stud sc h oo l e le c tro
nic th is do you plan to
r bac k to
it th e m ost popula ar t ph o ne . buy?
b y a sm
year fo llo wed
0AP>#AB#@C>#!_A`>#
'G%# *MS@AS#
$G%#
2<2#9LMW>R#
(%#
:<#
6%#
19+#9LMW>R#
-%# EQMR@#9CAP>#
'H%#
dJPVL># :M_L>@#
-%# -%# buzzmg.com

22. If you plan to buy
to buy an
o f ou r s tude n ts plan a laptop, which
o re th an h alf lap top.
M
1 3% plan to buy a De ll brand?
App le lap top and
:A?CJ_M# !EDE#
EMQ?XPT# 3%# $%#
$%#
89#
'H%#
!N>R#a#,M@>YMW#
+%#
!SSL>#
*>PA`A# (H%#
'%# EAPW#
+%#
2>LL#a#!LJ>PYMR>#
'+%#
buzzmg.com

23. Where are you
ke Best most likely to
e loo king to re taile rs li
Ou r stude n ts ar and W lmar t
a fo r th e ir purchase
Targe t,
Buy, Amazo n, 2. electronics?
2 01
e le c tro nics in
7@C>R[#SL>M?>#?S>NJBW#
dFQMR@# 6%#
$%# K>?@#_XW#
$6%#
!QMeAP#
$/%#
c_MW#
H%#
=MVJA?CMNO#
+%# :MRT>@#
IMLQMR@# '-%#
'3%# buzzmg.com

24. What is most
n y th ing important when
m o re imp o r tan t th an a
uality is far lap top. purchasing a
Q
n ts wh e n pur c h asing a
e lse fo r our stude
laptop?
)XPNUAPMLJ@W#<MLX># KRMPV#PMQ>#
6%# '-%#
=>`J>Y?#
'3%#
*AY>?@#9RJN>#
'6%#
fXMLJ@W#
3$%#
buzzmg.com

25. Where do you
frie nds spend most of
ts are no t with th e ir
If our stude n you will p ro ba
bly find your time other
ree time,
during th e ir f than school?
th e m o nline .
)RJ>PV?#h#=>LMUAP?CJS# (-%#
cP@>R@MJPQ>P@# '+%#
(%#
)AAV#h#K>`>RMT>#
ESAR@?# 'G%#
ECASSJPT# '6%#
cg@RMNXRRJNXLMR#MNU`JU>?# +H%#
3G%#
7PLJP>#
buzzmg.com

26. A majority of our Millennial
KEY students, 61%, will begin their back
to school shopping one month to
two weeks prior to the start of the
FINDINGS new school season. More than half,
58%, also admitted they will shop
until they have everything they
need without putting a limit on the
amount of trips they will take.*
Interestingly, 71% of our
When it comes to purchasing students plan to spend up to
electronics, Millennial students are $200 on basic back to school
decisive as to what they want and supplies, 34% plan to spend
who they prefer to buy from. The up to $200 on clothes and a
top purchases include: laptops and
little under half of them will
smart phones. The top three
retailers of this back to school spend up to $200 on
season include: Best Buy, Target electronics this season.*
and W almart.*
buzzmg.com

27. <; ( $"& $*>)!*
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com