When it comes to back-to-school shopping, mobile is the teacher’s pet

According to Internet Retailer’s 2016 Mobile 500 study, almost one-third of online sales happen on mobile devices.

For consumers mobile devices are a must-have when it comes to shopping, and this preference holds true during the back-to-school season. Back-to-school related searches on mobile devices increased 34% from 2015 to 2016. This uptick reveals a prime opportunity for marketers trying to capture the attention of on-the-go back-to-school shoppers.

Here are some additional insights we uncovered from our mobile search data:

Consumers choose mobile search in August

  • The share of back-to-school searches on mobile across school apparel, school supplies, and electronics increases by 33% from July to August while desktop searches on the same topics decrease 6% for the same period.

Based on our data, shoppers shift to mobile devices to search for products in August—right in the middle of the back-to-school frenzy. Marketers can better allocate media dollars by knowing when to double down on mobile in back-to-school season.

Bargain hunters love mobile

  • From January to December, the percentage of back to school deal searches conducted on mobile increases by 500%.

Marketers have a huge opportunity to use value-driven messaging within this channel given the significant surges of consumers using mobile to search specifically for back-to-school deals.

School apparel is the favorite on mobile

Of three back-to-school categories—electronics, school supplies, and school apparel, consumers are most likely to search for school apparel on their mobile devices.

Not all product categories are created equal when it comes to back to-school searches on mobile devices. It’s important for marketers to know how mobile search varies based on back-to-school products and take this into account when determining the most relevant messaging for mobile.

Mobile plays a key role in the back-to-school shopping journey and it’s poised to play an even greater role in the future. It’s important for marketers to work with partners who can offer native ad experiences using relevant data and targeting so that marketers can deliver their ideal experiences to back-to-school shoppers on mobile devices this year.

To partner with Yahoo to reach back-to-school shoppers on mobile and beyond, please contact your sales representative or contact us here.

Source: Yahoo Internal Data, 2016