Parents are going high-tech—even when it comes to back to school.
This year’s back-to-school shopping seems to have parents spending more on mobile—and more overall.
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According to the results of a survey released today by Rubicon project, more than a third of parents have already begun shopping for the fall, spending an average of $917 per child. Parents of college freshmen are spending even more than that—more than half of those surveyed said they’ve already started shopping for the semester and plan to spend $1,300 per child.
According to the June survey of around 1,500 participants conducted by global polling firm Penn Schoen Berland, mobile or other online shopping is picking up. Around 60 percent of parents are planning to buy at least one thing on a mobile device and 30 percent plan to do at least a fourth of their shopping on mobile. And for the first time, Amazon is ahead of Wal-Mart in overall share of wallet.
“A strategy of just a banner ad does not fully embrace the shift that mom and dad have made to all forms of digital content, whether they be mobile gaming, extensive video consumption and overall the propensity they have for doing mobile shopping,” Rubicon Project’s chief communications officer Dallas Lawrence said in an interview.