Consumers favor smartphones for back-to-school shopping, study finds

Retail Dive | August 11, 2020

The back-to-school shopping season is the second-most important time of year for retailers and often serves as a preview of what to expect during the holidays months later. As AdColony's survey found, the pandemic is not only affecting how people shop — with a growing emphasis on mobile — but also what they plan to buy for students whose schools offer some form of distance learning. Consumer receptivity to mobile advertising suggests marketers have strategies in place to reach people when they're most ready to buy.

With many students attending virtual classes, the demand for electronics that help them connect with their schools is up. The most popular product categories for distance learning include computers (34%), tablets (30%), smartphones (23%) and web conferencing accessories like webcam, microphones and headsets (19%), AdColony said.

The pandemic is disrupting attendance plans for students, with only 19% planning be at school in-person full time, while 42% say they will have online classes and 39% will have a mix of online and in-person classes, according to AdColony.

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