On average, consumers say 64% of their back-to-school shopping will take place in-store, the rest online via computer or mobile device. A new survey of 1,001 U.S. parents with school-age children from
customer experience solutions provider Baynote and The E-tailing Group also shows that 40% of consumers say that paper catalogs influence their in-store purchases, more than any other channel. A close
second is Amazon, with 36% saying the e-commerce site influences their in-store buying habits. Thirty-four percent of respondents said they will be using smartphones more to research products as
compared to 23% who will actually be using those phones to make purchases. While in-store, 49% of consumers will use smartphones to redeem coupons and 40% will use them to compare prices on Amazon.
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