Back-to-School Offline Purchases Influenced by Online Ads

AOL has released data from a Platform-A study examining the influences of online advertising on offline back-to-school purchasing. Here's what you need to know:

  • 83% of consumers indicate that they're somewhat likely to seek information on promotions they see online.
  • Women are typically the primary decision-makers for back-to-school purchases.
  • 40% of consumers who buy early are likely to purchase electronic items vs. later shoppers (17%). This suggests that advertisers may want to promote laptops, cell phones and other electronics during the earlier summer months.

“While back-to-school buying remains primarily an offline activity, the survey reveals plenty of opportunity for online marketing to influence back-to-school purchases,” said Stuart Rodnick, Senior Director of the ADlytics group. “As an example, the usefulness of weekly circulars can be extended online where they can be viewed any day of the week and targeted to in-market back-to-school shoppers.”

Related Reading:
The Offline Benefits of Online Advertising
Assessing the Offline Impact of Online Research