Back-to-School Shoppers Market + Media Consumption [Infographic]

Back-to-school consumers, typically 39-year-old Millennial/Gen X parents, are predominantly White females with significant Black and Hispanic representation. Residing in mid-sized Southern/Midwestern cities, they value tradition, achievement, and family safety. Their lifestyle revolves around family activities and maintaining an active household. They prefer family-friendly, fun products and are influenced by brand and convenience. Tech-savvy, they heavily consume internet, streaming TV, and social media, with a notable interest in podcasts. This audience balances modern technology use with traditional family values in their daily lives.