An equal percentage of males and females will be buying school or college supplies either for themselves or a child. However, differences exist in when that shopping will take place. Females will be shopping earlier, with 52% doing so more than three weeks in advance. This compares to 33% among males.
When it comes to where purchases will be made, 81% prefer a physical shop, with 19% preferring to make their buys online. Supermarkets are by far the most popular destination for school/college supplies, with 43% intending to buy uniforms, stationery, bags etc..from retailers such as Dunnes Stores and Tesco. 11% will look to department stores such as Arnotts and Marks & Spencer. The online option is most popular among 16-34s, at 25%. The physical shop visit is most popular among the 35+ age group, key decision makers for young children.
We have the location of almost 4,000 schools pinpointed on our MAPS platform, along with more than 4,000 creches. More than 8,000 OOH advertising panels are located within 500 metres of a primary school. Separate research via the Outdoor Consumer Survey, indicates that more than 50% of main shoppers notice OOH advertising while on the school run.
This return to school period will be a key time for so many brands and an opportunity for advertisers to harness OOH’s ability to engage families and key decision makers as they organise themselves for the new term ahead. Outdoor is the ultimate path to purchase medium and uniquely placed to influence these important purchase decisions.