Mom Study 2013: Family Vacation

Mom Study 2013 Family Vacation

07.24.13

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

Location CA 10%

TX 4%

NY 12%

FL 4%

IL 12%

PA 7%

OH 4%

GA 6% MI

5%

NC 4%

NJ 5%

Rest of the USA 27%



Community

City 35%

Suburbs 53%

Rural 12%

Ethnicity African American

14% Asian American

4%

Caucasian 70%

Hispanic 10%

Mixed 2%


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%

Masters Degree 12%

Doctorate 1%


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%


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%


Number of Children

One Two Three Four Five Six

25%

37%

22%

9%

3% 3%


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


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%


How many vacations does your family take each year?


zero 11%

one 38% two

33%

three 11%

four 3%

more than four 4%

How far in advance do you plan your vacations?


Less than 3 months

3-‐6 months 6-‐9 months 9-‐12 months Over a year

28%

45%

17%

7% 3%

Which online communities do you use to plan your vacations?


1.

2.

3.

4.

5.

6.

7.

8.

How do you choose a destination?


Reviews I find online

My previous visit(s) to this locaSon

Family/friend's recommendaSons

Price/incenSves offered

44%

53%

58%

68%

Do you plan around the school calendar?


Yes No

71%

29%

Which are your prefered airline carriers?


1.

2.

3.

4.

5.

6.

7.

8.

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


Price point Loyalty program

Route Boarding pracSces

CancelaSon policy

60%

29% 29%

20% 20%

Which are your prefered hotel chains?


1. 2. 3.

4. 5. 6.

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


Price point Family suites

AmeniSes for kids

Loyalty program

Kitchen included

Kids menu

53%

42% 38%

35%

22% 17%

How often do you rent a car on vacation?


Every Sme 14%

SomeSmes 57%

Never 29%

Which are your prefered rental car companies?


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? Are you influenced?


Yes No

44%

56%

Yes No

47%

53%

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.


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.

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Mom Study 2013: Family Vacation