What Parents Care About Most: Family Activities Survey Results
We asked Hoop parents what mattered to them when choosing a family event or activity.
The aim of our survey is to help give family organisers a clearer picture of the things that matter when parents are choosing a class or activity for their child, and offer some ideas on how to attract more families to your next activity or class.
The Results: What Matters To Families Most
- Parents want easy access to up to date information about activities and classes.
- Difficult or complicated booking systems will prevent parents from booking an activity or class.
- Parents look for local activities that fit their schedule and budget
- Positive word of mouth from other parents via testimonials and reviews influence parents most when choosing a provider.
- Above all else parents want their kids to have fun.
- Cleanliness of the venue is something parents value most when considering the space that the activity or class takes place.
- Mornings are the most convenient time for families to take their kids to an activity or class during the week or at the weekend.
Choosing an Activity
What matters most when choosing a class or activity?
We asked parents what mattered most to them when choosing a class or activity for their children, and found that the biggest factor was distance (71.7%) followed by cost (62.8%) and and whether it fits with their schedule (56.6%).
💡 How much their child is likely to interested in the class or activity ranked below convenience factors such as proximity, cost and time of the activity.
What do parents look for when comparing a class or activity?
Parents resoundingly want to hear what other families have got to say! Over 80% said they look at testimonials & reviews to help them make the decision.
The other top factors were photos of the class (42.1%), and qualifications & awards of the teacher/leader (40%). Good news for new activities — only just over a quarter of parents cared about how long an activity has been running for.
💡 Parents value positive word of mouth from other parents when assessing activity providers.
What do you look for most in the venue for a class or activity?
Thinking about venues, parents rate hygiene. Clean venues came out on top, with 70% of parents saying it’s a top consideration. Parents want the environment to be pleasant valuing ‘nice spaces’ (56.6%). Surprisingly, more practical considerations such as baby change and secure buggy parking came out bottom, with 27.5% and 14.5% respectively.
What makes a great class or activity?
What do parents value most when picking an activity for their child?
Parents want their kids to have fun! Citing this as a top concern, compared to just 28.3% for educational activities. Alongside this, parents also prize activities that help expand their child’s imagination (44.1%), build their confidence (27.9%), unleash their creativity (33.8%) & get them physically active (33.1%)
💡 Whatever the activity, parents are looking for elements that offer a way for their kids to have fun too.
What do parents value for themselves when picking an activity for their child.
Parents like going to a class or activity because it’s a chance to get out of the house themselves (58.3%) and meet new parents (28.3%). But reassuringly, the best bit for almost all the parents we spoke to (91%) was that their child enjoyed the class or activity.
💡 Parents consider the sociable aspects of an activity for themselves, but above all else making sure their kids enjoy it is why they’ll pick an activity.
Planning & Booking
The best time of day for your child to do an activity?
Mornings were the clear winner, between 9am and midday with afternoons being half as popular. Unsurprisingly, lunchtimes (0.7%) and early evenings (1.4%) proved to be highly unpopular.
💡 To fit most parents schedules, running your activities in the morning will prove to be most popular.
What could put you off once you’ve decided to book an activity?
When it comes down to actually booking, the biggest turn off for parents is a lack of information about the activity, with about 80% of parents telling us this would put them off booking. The other big no-nos were unclear pricing and complicated booking systems with over two thirds of parents rejecting difficult ways to book online.
💡 Make sure you provide plenty of up-to-date information about your activities within your Hoop listing. 80% of parents are likely to not book an activity if there’s insufficient information online. Parents also resoundingly value convenient ways to book classes online. Speak to our team to learn more about how we make your activities bookable within the Hoop app for parents in just two taps.
Research notes Results are based upon the response of 145 parents questioned in June 2017.
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