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National Consumer Agency Market Research Findings: Back to School Costs July 20 12

Explore the key findings on back-to-school costs in 2012, including average spend per child, concerns of parents, and how costs are being met.

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National Consumer Agency Market Research Findings: Back to School Costs July 20 12

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  1. National Consumer Agency Market Research Findings: Back to School Costs July 2012 Research Conducted by

  2. Main Findings: Back to School costs Research Methodology and Sample Profile Table of Contents

  3. Main Findings

  4. Number of Children Attending School in 2012/2013 (Base: All aged 15-74 – 1,002) Primary Secondary % % One Two Three+ 1 in 5 respondents have a chid of primary school age – equivalent figure for secondary school pupils is 1 in 8. None 1.6 (1.5) 1.5 (1.5) Average:

  5. Overlap of Primary & Secondary School Children (Base: All with children in school 2012/2013 N = 251) 25% Primary Only Secondary Only 51% 24% Overlap between primary/secondary school children is 25%.

  6. Average Back to School Spend Per Child (Base: All with children in school in 2012/2013) Back to School Primary (Base: 186) ************************************* € SCHOOL UNIFORMS (INCL SHOES) 190.60 SCHOOL BOOKS & STATIONERY 154.00 GYM GEAR 71.49 SCHOOL ACCESSORIES (lunch boxes/school bags etc.) 70.70 --------- TOTAL SPEND ON CHILD 486.79 Back to School Secondary (Base: 120) ************************************* € SCHOOL UNIFORMS (INCL SHOES) 206.90 SCHOOL BOOKS & STATIONERY 250.50 GYM GEAR 85.83 SCHOOL ACCESSORIES (lunch boxes/school bags etc.) 76.59 --------- TOTAL SPEND ON CHILD 619.82 Average primary spend per child = €486.79 Average secondary spend per child = €619.82

  7. Degree to which Back to School Costs are of Concern (Base: All with children in school in 2012/2013) N=251 % A lot more of a concern 78% A little more of a concern A high proportion of parents, 8 in 10(78%), will find back to school costs more of a concern this year. The same A little less of a concern A lot less of a concern

  8. How will Back to School Costs be Met? (Base: All with children in school in 2012/2013) 2012/2013 % 59% of parents will largely try to make their regular income stretch to cover back to school expenses but nearly 3 in 10 will put money aside for this outlay.

  9. Research Methodologyand Sample Profile

  10. A. Research Background and Methodology Nov/Dec 2007 Aug 2008 Nov/Dec 2008 May/June 2009 Benchmark Wave 1 Wave 2 Wave 3 Nov/Dec 2009 June 2010 Nov/December 2010 May/June 2011 Wave 4 Wave 5 Wave 6 Wave 7 Nov 2011 June 2012 Wave 8 Wave 9 • The research was conducted face-to-face using a combination of CAPI and P&P interviewing with 1,002 people between the ages of 15-74. • To ensure that the data is nationally representative, quotas were applied on the basis of age, gender and social class. • Interviewing was conducted over a four week period in June 2012.

  11. B. Profile of Sample (Base: All aged 15-74 – 1,002) Sex Age Region Social Class % % % % 15-24 Dublin ABC1 F50+ Male 25-34 Rest of Leinster 35-44 45-54 Munster Female C2DE F50- Conn/ Ulster 55+ Quotas were set on age, gender, region and social class to ensure that the sample was representative of the population.

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