Pandora Listeners Shop Early for Back-to-School
From school supplies and dorm decorations, to the latest clothing and fashion, there is no shortage of retail activity during the final months of summer as consumers prepare for a new school year. Parents and students alike have a vested interest in researching and purchasing items they feel will bring success in all their future educational endeavors.
At Pandora, 46% of our listener base (A18+) falls into what we've deemed the “back-to-school audience,” made up of 33% parents of current students and 16% students enrolled in higher education programs. Directly following the 4th of July holiday, we asked these listeners to tell us whether they had already started the back-to-school shopping process or not. With 4-8 weeks left before class begins (depending on the school district or university), the purchasing trends we collected in this survey definitely quality as early-bird shopping.
What we discovered is that by early July, nearly half of our back-to-school listeners are already in the shopping mindset. And between parents and students, students take the lead for researching and purchasing products early--especially using digital methods. See more of our findings in the infographic below: