Pinterest Emerges as Top Back-to-School Platform for U.S. Shoppers; Blogs & Social Media Rival Traditional Formats for Purchase Influence

Crowdtap Study Reveals Consumer Behavior Ahead of Back-to-School
Shopping Season

NEW YORK–(BUSINESS WIRE)–While families around the country are readying their summer plans and
waiting for that final bell, marketers are already ramping up their
back-to-school marketing efforts – and with good reason. Per new
research from Crowdtap,
a social engagement and insights platform, many U.S. adults are already
starting their back-to-school shopping.

Crowdtap’s study polled 300 U.S. adults* who said they planned on
leading their families’ back-to-school shopping efforts this year. The
survey specifically explored shopping behaviors around three key
categories: clothing, school supplies and food/snacks. The study was
fielded within Crowdtap’s member community and utilized the platform’s
agile research tools.

Respondents said blogs and social media conversations rival traditional
advertising formats (e.g. magazine circulars and TV ads) when it comes
to what drives back-to-school purchases. When asked what influences
back-to-school shopping decisions most, 37 percent of shoppers cited
blogs and social media; 36 percent cited traditional media and 27
percent cited online ratings and reviews.

The study also revealed that one-in-four U.S. adults said they would
utilize Pinterest for back-to-school shopping planning – proving that
Pinterest’s 100 million+ users plan to lean on pins and boards to
discover and organize their back-to-school purchases


  • Pinterest is BIG for back-to-school. Crowdtap’s research found
    that 27 percent of back-to-school shoppers plan to organize their
    shopping lists via Pinterest boards. Pinterest is also an important
    destination for lunchtime and/or snack inspiration in particular:
    twenty-five percent of shoppers said they will lean on Pinterest to
    unearth creative recipe ideas for back-to-school lunches and snacks.
  • Despite ecommerce growth, shopping in physical stores reigns
    Most shoppers polled said they favor shopping in physical
    stores over both retailer websites and destinations like
    for clothing (64 percent) and school supplies (70 percent).
  • Purchase decisions for back-to-school vary by category. When it
    comes to clothing purchases, shoppers value sales & promotions above
    factors such as value (quality for the cost) brand loyalty,
    convenience and sustainability. For school supplies and snacks, value
    is the most important determinant, above sales & promotions.

“Back-to-school shopping is one of the most time-honored traditions for
American families – and the process is increasingly starting in the
places where U.S. consumers are spending their media time: with social
media content that’s created by expert creators and their peers,” said
Claudia Page, VP of Platform and Creator Partnerships at Crowdtap.
“While families still favor the in-store shopping experience for
back-to-school, digital is playing a material role in the discovery

For more information on this study, click here.

*Crowdtap fielded this research over two days in April 2016.
Respondents reflected a 50-50 male-female split, with an average age of

About Crowdtap

Crowdtap connects brands with people to make marketing more effective.
Our People-Powered Marketing Platform combines community and technology
to generate agile brand research, authentic peer recommendations and
influential brand storytelling at-scale. We do this by building
passionate crowds of people to share their ideas, opinions and stories
with brands in social media.

In 2016, Crowdtap was named Best Social Media Tool by the Shorty Awards,
recognizing the best brands, technologies and personalities in social
media. Crowdtap has also been honored as one of the 100 Most Promising
Companies in America by Forbes, the No. 54 fastest-growing private
company in the Inc. 500 List, and was listed among the Top 10 Places to
Work in Marketing & Advertising by Fortune.

With a growing community of passionate members, Crowdtap works with
leading brands including General Mills, Heineken, Kraft Foods, P&G,
Verizon, Walmart and Yum Brands.

Headquartered in New York, Crowdtap has raised $15 million through the
Foundry Group, Tribeca Venture Partners, Alta Communications and The
Mustang Group.

for more information.


For Crowdtap
Dana Casalino, 646-760-2038