Infographic: Back-to-School Tech Spending

A new laptop: $500. A tablet computer: $200. A printer (plus ink): $150. A point-and-shoot camera: $450. Knowing you have another year to save up for back-to-school supplies: Priceless.

Annual back-to-school spending is a hot market: $26.7 billion for K-12 students, and a whopping $45.8 billion at the college level, according to data from Ceros.

But, like anything else today, much of that shopping is done online, due in part to concerns about the economy. In fact, more people are turning to the Web to pick out a new external hard drive or choose their favorite tech accessories, almost doubling the amount of virtual shopping in one year.

With so many on the Internet hunting for deals and reading reviews, social media quickly becomes a marketer's mecca. In an infographic, Ceros reported that 21 percent of shoppers use social networks to look for sales and promotions (83 percent), find recommendations (67 percent), and post product comments (26 percent).

The number gets a boost at the university level, with 43 percent of back-to-college households using social media sites to shop.

A majority of consumers get their shopping done on the go, turning to their smartphone or tablet for price information, coupons, store locations, and product details. More than 30 percent will shop directly from their smartphone, bypassing the brick-and-mortar store and its excessive lines. Another 24 percent will make a final purchase from a mobile device.

But what can we learn from the depressing news that parents are expected to spend an average of $907 on back-to-college items this year? Mostly that retailers "should understand that pricing/discounts are very much on the mind of shoppers," Ceros said in the graphic.

For a full look at the effects of back-to-school shopping on the country's wallet, check out Ceros' infographic below.

Also check out PCMag's full coverage of back-to-school tech ideas, including a list of the best tech gear and 12 cyber-security tips.