The Ypulse Report – What’s In Your Backpack?
Saturday, July 31st, 2010
For students and retailers alike, August marks the official start of Back-to-School season: A time to prep and be prepped for the school year to come. Throwing down the first chunk of the roughly $120 billion that students spend annually in disposable income, high school and college students (with the occasional parent in tow) make the pilgrimage to gear up for the year ahead. We were inspired to conduct the first-ever “netnographic dig” of the vital vessel that also serves as a walking fashion statement (or understatement as the case may be) for teens and twenty-somethings in school. We audited the contents of 1,113 backpacks, carried by current U.S. college and high school students within a nationally representative sample of college students, balanced by gender, class year, state and race. What we learned was enlightening.
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