DoveConviene survey: students’ back-to-school kit is becoming increasingly high-tech

According to a new survey conducted by the Shopping Observatory DoveConviene, Italian students’ school kit is becoming increasingly high-tech.

The analysis, ahead of the imminent return to school, explored the purchasing habits, perceptions and behaviours of parents of pupils at schools of all levels and university students.

Technology as part of the curriculum

The data clearly shows that, in 2026, devices are an integral part of the educational journey: for 80% of respondents, they are indispensable (44%) or very important (36%) for learning.

When it comes to essential tools, no single device emerges as dominant: the “winner” is the tablet (29%), followed by the laptop (26%) and internet connection (23%), which are very close in families’ preferences, confirming that studying today is based on an increasingly complex digital ecosystem.

The real cost of digital back-to-school

Alongside the importance of technological equipment, awareness of its economic impact. In the context of the general rise in the cost of living, 83% of respondents believe that spending has increased over the past five years (particularly, for 48% it has increased considerably).

Nevertheless, the amounts invested remain relatively limited: for 71% of families, spending is concentrated below 300 euros, while 16% spend between 300 and 499 euros , and only 13% spend more than 500 euros. Keeping the budget under control therefore appears to be the priority, in the search for a balance between educational needs, quality and sustainable spending.

A necessary investment, but one to be managed carefully

Although high-tech purchases are seen as indispensable, consumers remain mindful of their wallets: for almost the entire sample (96%) promotions and offers influence choices to varying degrees. It is therefore unsurprising that 47% of respondents say they make back-to-school purchases by taking advantage of promotions and discounts, which traditionally characterise the summer period. 34% plan their investment well in advance, while only a minority decide shortly before lessons begin (10%) or based on sudden needs (9%).

Containing costs is therefore a common objective, but the strategies used to achieve it may vary: more than two thirds (67%) say they rely on promotions and discounts as a strategy for managing the budget allocated to digital back-to-school purchases, while almost one family in four (24%) say they have given up other personal or family expenses to fund technology purchases related to education.

At the same time, a long-term perspective emerges: 16% of the sample prefer to spend more on a product considered more reliable and durable, indicating that these purchases are increasingly perceived as an investment in the educational journey.

Consumers research online but buy in-store

When it comes to school, consumers do not want to be caught unprepared. But where do they get their information? Mainly online: digital leaflets are by far the preferred channel (54%), followed at some distance by comparison sites (35%), search engines (32%) and marketplaces (22%). Artificial intelligence tools, such as ChatGPT or Copilot, are also entering this conversation: already 8% of respondents use them during the research phase. This figure is still limited, but it signals the arrival of AI among the sources used to guide spending decisions.

Although they gather information on the web, almost three quarters of families continue to shop in the real world: mostly in specialist electronics stores (67%), with 6% choosing hypermarkets and supermarkets as well. The purchasing journey therefore appears increasingly hybrid: the choice is built online, but the purchase is predominantly completed in a physical shop.

A family decision, rather than a brand decision

Considering the young age and financial dependence of most students, it is unsurprising that purchases are a “family affair”. In 41% of cases, the choice of product is shared, while in 38% the parent has the final say.

By contrast, the marginal role of the brand is striking: only 4% of respondents consider the brand the main purchase driver. Promotions and discounts (30%), price (23%) and technical features (23%) have a much more significant influence. This confirms that value for money and functionality now carry considerably more weight than brand recognition.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.