A recent study of back-to-school buying habits by Rocket Fuel shows it’s not always Mom who buys the backpacks, jeans, lunchboxes, and pencil cases. In fact, dads are making more of the back-to-school purchases – and using mobile, online, and social media to do it. In fact, retailers who splashed out on Mom-centric campaigns this year would do well to explore a new target audience next year: Mr. Mom.
Rocket Fuel has illustrated the results of the study in the infographic below. To view the full-size infographic, click here.