AOL: Dads Outspending Moms for Back to School

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A study released yesterday by Time Warner Inc.'s AOL finds that fathers plan to spend nearly 25 percent more money than mothers on back-to-school shopping for their children.


Dads have budgeted $336 compared with the $270 by moms, according to this survey of online shoppers conducted by Digital Marketing Services Inc. for AOL's inStore.com shopping service.


"I think overall dads are getting more involved in the household shopping, particularly when it comes to shopping online," said Kathie Brockman, director of corporate communications at AOL inStore.com, Dulles, VA.


The survey found that dads intend this year to do 68 percent of their children's back-to-school shopping online. Moms are expected to do about 42 percent online. Overall, parents aim to spend 47 percent of their budgets over the Internet, with 53 percent saying shopping online makes back-to-school buying either very or somewhat easier.


Online retailers, however, should keep in mind the increased role of dads in this year's back-to-school online shopping.


"Be more open to different audiences and be more aware that it's not just moms who're doing the shopping," Brockman said.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters
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