August 9, 2006, 12:00 AM

66% of parents will go online for some back-to-school shopping, study says

66% of parents say they will do up to a quarter of their back-to-school shopping online, according to a Prospectiv Consumer Preference Index survey released today.

66% of parents say they will do up to a quarter of their back-to-school shopping online, according to a Prospectiv Consumer Preference Index survey released today.

The convenience of shopping from home or office was cited by 35% of parents, followed by the ability to avoid crowds (24%), better deals (19%), the variety of products (13%), and free shipping (6%), Prospectiv says.

In addition, while newspapers and circulars remain parents’ primary source of back-to-school coupons, Prospectiv found a growing preference for e-mail and online offers. 51% of those surveyed said they would welcome online promotions through e-mail and web sites tailored to back-to-school shopping needs. 51% also said they would increase their shopping and use of online coupons if they received such targeted offers. 58% of parents say they will use online coupons for in-store purchases of back-to-school merchandise this year.

Prospectiv based its back-to-school survey on response from more than 1,000 consumers across the U.S. the week of July 17. Prospectiv operates Eversave.com, TheKnowledgeStop.com and HealthyIndividual.com.

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