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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%
Mom Study 2013: Family Vacation
Mom Study 2013: Family Vacation
Community
City 35%
Suburbs 53%
Rural 12%
Ethnicity African American
14% Asian American
4%
Caucasian 70%
Hispanic 10%
Mixed 2%
Mom Study 2013: Family Vacation
Marital Status
Single 9%
DaSng 1% In a
relaSonship 12%
Married 69%
Divorced 9%
Mom Study 2013: Family Vacation
Education
High school Diploma 31%
Associates Degree 20%
Bachelors Degree 36%
Masters Degree 12%
Doctorate 1%
Mom Study 2013: Family Vacation
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
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
Number of Children
One Two Three Four Five Six
25%
37%
22%
9%
3% 3%
Mom Study 2013: Family Vacation
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
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
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%
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%
Which online communities do you use to plan your vacations?
Mom Study 2013: Family Vacation
1.
2.
3.
4.
5.
6.
7.
8.
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%
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
Price point Loyalty program
Route Boarding pracSces
CancelaSon policy
60%
29% 29%
20% 20%
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
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?
Mom Study 2013: Family Vacation
Every Sme 14%
SomeSmes 57%
Never 29%
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? Are you influenced?
Mom Study 2013: Family Vacation
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.
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.
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