Much of the recent research around consumer shopping behavior has revolved around ‘moms’ as the CEO of the household, and corresponding research on her habits as a shopper and what influences her shopping behavior, especially word-of-mouth and/or friend recommendations. Curiously though, one of the most interesting findings in our research reveals that dads are 5x more likely than moms to consider a friend’s opinion when making a back-to-school purchase. Further, dads are more likely to use a mobile phone to shop online and in-store than moms or teens.

Less surprisingly, but shockingly from an index average perspective, moms and dads are 153x more likely than the average population to purchase a smartphone during the back-to-school season.

These, and other curious facts about back-to-school shopping, can be plundered from the infographic.

Check it out below or click here (for the 8.5×11 .pdf version) or here(for the 11×17 .pdf version).