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Mom Study 2013: Family Vacation

Date post:05-Sep-2014
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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 FamilyVacation 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 elded 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 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
  • Childrens 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 nd online My previous visit(s) to this locaSon Family/friend's recommendaSons Price/incenSves oered 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 inuenced by these reviews? Do you search? Are you inuenced? 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 inuence over their decision. 68% of Moms said that prices inuenced 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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