Ah, summer. The days are longer, the weather is welcoming, and people are more apt to open their wallets. It’s also a time of year when a particularly attractive consumer segment has the time and attention to spend on making purchases: teachers.
MDR has been 100% focused on the education market for nearly 50 years and we regularly conduct studies that tease out insights on what teachers buy and why. Our finding: teachers are ideal consumers.
In their demographics, values, spending habits, and interests teachers—and educators in general—are a better audience than the general population for consumer-focused brands. This predominantly female segment is responsible for most of the purchase decisions in a household. And, there are over seven million female educators in the U.S.
Teachers Are Educated Consumers
Teachers are sophisticated consumers who do their homework before making a purchase, for example:
- 64% report that they like to know as much as possible about a financial service or investment before committing to it.
- 63% ask people for advice before buying new things.
- 62% like to get as much information as possible about an electronic item before buying it.
- 61% find out about a car’s safety rating before buying it.
This preference to know more makes teachers responsive to marketing that is strong on supporting facts and independent research. And, the summer months are the perfect time to capture the attention they have so little to spare during the school year.
The Teacher Twist
Teachers are like average shoppers in many ways, but with important distinctions in key consumer categories:
Apparel. Teachers tend to be conservative and traditional in their attitude about clothing—and they hold comfort, traditional styles, and function as important factors when deciding what to buy.
Arts and Cultural Activities. Teachers are twice as likely as others to visit museums and are also more likely to attend concerts, dance performances, and live theater.
Books, Newspapers, and Magazines. Teachers are avid readers. More than four out of five bought books in the past year; they read books, newspapers, and magazines in a variety of media at higher rates than the overall population.
Financial Services. Most teachers have credit cards (89%) and nearly two-thirds own investments. They are also more likely to have health insurance, automobile insurance, and home owner’s insurance than others.
Health and Wellness. Teachers are more likely to take the initiative about their health than the general population—with higher percentages eating healthy foods, exercising regularly, and getting vaccinations. They are also more likely to believe that vitamins/minerals are good for long-term health.
Automotive. Teachers are predominantly female and research shows that women play a leading role in 85 percent of auto purchases.
Sports and Fitness. More than two-thirds of teachers do some sort of sport or exercise on a regular basis, and they take part in a wide range of recreational activities. Consequently, they are good customers for sporting equipment for themselves and their families.
Restaurants. “Eating out” is one of teachers’ favorite activities. They tend to frequent popular family-oriented chains.
Travel. Nearly nine out of ten educators traveled domestically—for business and personal reasons—over the past year, and more than a third traveled internationally. Most (70%) use the Internet to help them plan and book travel, considerably more than the general population. As far as vacations are concerned, teachers travel more—both domestically and internationally.
Teachers are Accessible to Brands
As avid consumers of media, and active members of social media communities, teachers are a segment that marketers can reach and engage with online. Eight out of ten teachers report having made purchases through the Internet and more than three-fourths report that the Internet is the first place they look for information. In addition, 61% of teachers report they have shown their support for a product, service, company, etc. by becoming a “fan,” “friend,” or “follower” on a social networking site.
As you can see, the summer is the perfect time for brands to connect with teachers, when they spend time online planning for the next school year.
Contact us today to see how we can get your brand in front of this engaged audience!