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Mom Study 2013: Family Vacation

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BuzzMG reached out to thousands of mothers from across the country to ask about their family vacation planning practices and attitudes. We learned many interesting things...

BuzzMG reached out to thousands of mothers from across the country to ask about their family vacation planning practices and attitudes. We learned many interesting things...

Published in: Business, Self Improvement

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  • 1. Mom Study 2013 FamilyVacation 07.24.13
  • 2. Who was Involved? The “Mom Study 2013” is based on qualitative and quantitative research and was conducted with more than 900 momSpotters® throughout the United States during the months of January, February, and March of 2013.This report is available for download at www.buzzmg.com/reports. Composed based on data from 01.01.2013 – 03.08.2013 943 Participants 7,000 Panelists 100% Female Survey fielded online Ages 21-55 21-30 13% 31-39 33% 40-49 42% 50-55 12% Mom Study 2013: Family Vacation
  • 3. Location CA   10%   TX   4%   NY   12%   FL   4%   IL   12%   PA   7%   OH   GA   6%  MI   5%   NC   4%   NJ   5%   Rest  of  the   USA   27%   Mom Study 2013: Family Vacation
  • 4. Mom Study 2013: Family Vacation Community City   35%   Suburbs   53%   Rural   12%  
  • 5. Ethnicity African   American   14%   Asian   American   4%   Caucasian   70%   Hispanic   10%   Mixed  2%   Mom Study 2013: Family Vacation
  • 6. Marital Status Single   9%   DaSng   1%   In  a   relaSonship   12%   Married   69%   Divorced   9%   Mom Study 2013: Family Vacation
  • 7. Education High  school   Diploma   31%   Associates   Degree   20%   Bachelors   Degree   36%   Masters   Degree   12%   Doctorate   1%   Mom Study 2013: Family Vacation
  • 8. Employment employed   full-­‐Sme   employed   part-­‐Sme   unemployed   employed   part-­‐Sme   from  home   employed   full-­‐Sme   from  home   a  fullSme   homemaker   50%   16%   4%   4%   2%   24%   Mom Study 2013: Family Vacation
  • 9. Household Income Less  than   $8,000   $8,000  -­‐   $33,000   $33,000-­‐   $82,000   $82,000  -­‐   $170,000   $170,000  -­‐   $370,000   More  than   $370,000   I  don't   want  to   specify   1%   15%   45%   30%   5%   1%   3%   Mom Study 2013: Family Vacation
  • 10. Number of Children One   Two   Three   Four   Five   Six   25%   37%   22%   9%   3%   3%   Mom Study 2013: Family Vacation
  • 11. Infant:  0-­‐12   Months   Toddler:  1-­‐2   yrs   Child:  3-­‐7   Tween:8-­‐12   Teen:13-­‐19   Young   Adults:   20-­‐30   11%   23%   54%   57%   43%   21%   Age of Children Mom Study 2013: Family Vacation
  • 12. Children’s Residence With  me  full  Sme   With  me  the   majority  of  the   Sme   With  me  part  of   the  Sme   Outside  of  my   home,   independently   90%   4%   2%   4%   Mom Study 2013: Family Vacation
  • 13. How many vacations does your family take each year? Mom Study 2013: Family Vacation zero   11%   one   38%  two   33%   three   11%   four   3%   more  than   four   4%  
  • 14. How far in advance do you plan your vacations? Mom Study 2013: Family Vacation Less  than  3   months   3-­‐6  months   6-­‐9  months   9-­‐12  months   Over  a  year   28%   45%   17%   7%   3%  
  • 15. Which online communities do you use to plan your vacations? Mom Study 2013: Family Vacation 1. 2. 3. 4. 5. 6. 7. 8.
  • 16. How do you choose a destination? Mom Study 2013: Family Vacation Reviews  I  find  online   My  previous  visit(s)  to  this  locaSon   Family/friend's  recommendaSons   Price/incenSves  offered   44%   53%   58%   68%  
  • 17. Do you plan around the school calendar? Mom Study 2013: Family Vacation Yes   No   71%   29%  
  • 18. Which are your prefered airline carriers? Mom Study 2013: Family Vacation 1. 2. 3. 4. 5. 6. 7. 8.
  • 19. What factors are important to you when choosing an airline for your family vacation? Mom Study 2013: Family Vacation Price  point   Loyalty   program   Route   Boarding   pracSces   CancelaSon   policy   60%   29%   29%   20%   20%  
  • 20. Which are your prefered hotel chains? Mom Study 2013: Family Vacation 1. 2. 3. 4. 5. 6.
  • 21. What factors are important to you when choosing a hotel for your family vacation? Mom Study 2013: Family Vacation Price  point   Family   suites   AmeniSes   for  kids   Loyalty   program   Kitchen   included   Kids  menu   53%   42%   38%   35%   22%   17%  
  • 22. How often do you rent a car on vacation? Mom Study 2013: Family Vacation Every  Sme   14%   SomeSmes   57%   Never   29%  
  • 23. Which are your prefered rental car companies? Mom Study 2013: Family Vacation 1. 2. 3. 4. 5. 6.
  • 24. Do you search for video reviews before planning a trip, and if so are you influenced by these reviews? Do you search? Are you influenced? Mom Study 2013: Family Vacation Yes   No   44%   56%   Yes   No   47%   53%  
  • 25. Key Findings Family vacations are still very important to Moms. 89% of Moms said they take at least one vacation per year while 51% said they take two or more. 18% of Moms manage to take three vacations a year. Although friends and family recommendations are important for Moms when choosing a destination for vacation, price incentives have the most influence over their decision. 68% of Moms said that prices influenced their vacation the most, followed by 58% who said friends and family and only 44% for online reviews. Mom Study 2013: Family Vacation The theme of economic practicality continues as 68% of Moms said price incentives were the most important factor in choosing a destination. Also, 60% of Moms said they consider price to be the most important factor when choosing an airline, and 53% when choosing a hotel.
  • 26. Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com Contact Us