Mom Study 2013
FamilyVacation	

07.24.13
Who was Involved?
The “Mom Study 2013” is based on
qualitative and quantitative research and
was conducted with more than ...
Location
CA	
  
10%	
  
TX	
  
4%	
  
NY	
  
12%	
  
FL	
  
4%	
  
IL	
  
12%	
  
PA	
  
7%	
  
OH	
  
GA	
  
6%	
  MI	
  ...
Mom Study 2013: Family Vacation	

Community
City	
  
35%	
  
Suburbs	
  
53%	
  
Rural	
  
12%	
  
Ethnicity
African	
  
American	
  
14%	
   Asian	
  
American	
  
4%	
  
Caucasian	
  
70%	
  
Hispanic	
  
10%	
  
Mixed	...
Marital Status
Single	
  
9%	
  
DaSng	
  
1%	
   In	
  a	
  
relaSonship	
  
12%	
  
Married	
  
69%	
  
Divorced	
  
9%	...
Education
High	
  school	
  
Diploma	
  
31%	
  
Associates	
  
Degree	
  
20%	
  
Bachelors	
  
Degree	
  
36%	
  
Master...
Employment
employed	
  
full-­‐Sme	
  
employed	
  
part-­‐Sme	
  
unemployed	
   employed	
  
part-­‐Sme	
  
from	
  home...
Household Income
Less	
  than	
  
$8,000	
  
$8,000	
  -­‐	
  
$33,000	
  
$33,000-­‐	
  
$82,000	
  
$82,000	
  -­‐	
  
$...
Number of Children
One	
   Two	
   Three	
   Four	
   Five	
   Six	
  
25%	
  
37%	
  
22%	
  
9%	
  
3%	
   3%	
  
Mom St...
Infant:	
  0-­‐12	
  
Months	
  
Toddler:	
  1-­‐2	
  
yrs	
  
Child:	
  3-­‐7	
   Tween:8-­‐12	
   Teen:13-­‐19	
   Young...
Children’s Residence
With	
  me	
  full	
  Sme	
   With	
  me	
  the	
  
majority	
  of	
  the	
  
Sme	
  
With	
  me	
  p...
How many vacations does
your family take each year?	

Mom Study 2013: Family Vacation	

zero	
  
11%	
  
one	
  
38%	
  tw...
How far in advance do you
plan your vacations?	

Mom Study 2013: Family Vacation	

Less	
  than	
  3	
  
months	
  
3-­‐6	...
Which online communities
do you use to plan your
vacations?	

Mom Study 2013: Family Vacation	

1.	

2.	

3.	

4.	

5.	

6...
How do you choose a
destination?	

Mom Study 2013: Family Vacation	

Reviews	
  I	
  find	
  online	
  
My	
  previous	
  v...
Do you plan around the
school calendar?	

Mom Study 2013: Family Vacation	

Yes	
   No	
  
71%	
  
29%	
  
Which are your prefered
airline carriers?	

Mom Study 2013: Family Vacation	

1.	

2.	

3.	

4.	

5.	

6.	

7.	

8.
What factors are important
to you when choosing an
airline for your family
vacation?	

Mom Study 2013: Family Vacation	

P...
Which are your prefered
hotel chains?	

Mom Study 2013: Family Vacation	

1.	

 2.	

 3.	

4.	

 5.	

 6.
What factors are important
to you when choosing a hotel
for your family vacation?	

Mom Study 2013: Family Vacation	

Pric...
How often do you rent a car
on vacation?	

Mom Study 2013: Family Vacation	

Every	
  Sme	
  
14%	
  
SomeSmes	
  
57%	
  ...
Which are your prefered
rental car companies?	

Mom Study 2013: Family Vacation	

1.	

 2.	

 3.	

4.	

 5.	

 6.
Do you search for video
reviews before planning a
trip, and if so are you
influenced by these reviews?	

Do you search?	

A...
Key Findings
Family vacations are still very important to Moms.
89% of Moms said they take at least one vacation
per year ...
Buzz Marketing Group 	

1515 Market St. 	

Suite 1810	

Philadelphia, PA 19102	

215.399.5679	

www.buzzmg.com	

Contact Us
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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...

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Mom Study 2013: Family Vacation

  1. 1. Mom Study 2013 FamilyVacation 07.24.13
  2. 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. 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. 4. Mom Study 2013: Family Vacation Community City   35%   Suburbs   53%   Rural   12%  
  5. 5. Ethnicity African   American   14%   Asian   American   4%   Caucasian   70%   Hispanic   10%   Mixed  2%   Mom Study 2013: Family Vacation
  6. 6. Marital Status Single   9%   DaSng   1%   In  a   relaSonship   12%   Married   69%   Divorced   9%   Mom Study 2013: Family Vacation
  7. 7. Education High  school   Diploma   31%   Associates   Degree   20%   Bachelors   Degree   36%   Masters   Degree   12%   Doctorate   1%   Mom Study 2013: Family Vacation
  8. 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. 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. 10. Number of Children One   Two   Three   Four   Five   Six   25%   37%   22%   9%   3%   3%   Mom Study 2013: Family Vacation
  11. 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. 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. 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. 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. 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. 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. 17. Do you plan around the school calendar? Mom Study 2013: Family Vacation Yes   No   71%   29%  
  18. 18. Which are your prefered airline carriers? Mom Study 2013: Family Vacation 1. 2. 3. 4. 5. 6. 7. 8.
  19. 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. 20. Which are your prefered hotel chains? Mom Study 2013: Family Vacation 1. 2. 3. 4. 5. 6.
  21. 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. 22. How often do you rent a car on vacation? Mom Study 2013: Family Vacation Every  Sme   14%   SomeSmes   57%   Never   29%  
  23. 23. Which are your prefered rental car companies? Mom Study 2013: Family Vacation 1. 2. 3. 4. 5. 6.
  24. 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. 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. 26. Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com Contact Us
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