Key stats and intelligence from our topical surveys
What’s influencing consumer habits? What do parents want from brands and retailers? Find out below.
The power of reviews
How do ratings and reviews impact buyer behaviour in the baby market? Whose opinion do mums care about most?
We polled over 3,500 to find out.
- Nearly a quarter of mums (24%) have left a review on a baby product
- Product categories in which mums rely on reviews most to help with purchases: Baby electronics (monitors, pumps…etc) (43%), Car seats (27%), Pushchairs/travel systems (27%), Cots (3%)
Mums and mental health
Mental Health Awareness Month encourages the sharing of personal stories and having an impact to #breakthestigma.
We polled over 1,000 mums about the challenges of new parenthood, whether the support they received during pregnancy was enough and speaking out about the negative aspects of the journey.
- 62% of mums polled said they enjoyed pregnancy
- However, 79% said they weren’t prepared for everything they went through during pregnancy
- 37% said they didn’t receive enough support during pregnancy from friends, family or their medical team
- 76% feel there needs to be more support or information online that could prevent mental health issues post-partum
We surveyed over 5000 Your Baby Club members to discover how demand driven by attitudes to travel during the pandemic and buying habits among new parents will impact the motoring market heading into 2021.
Our survey got the perspectives of over 5,000 parents in the UK and US on everything from what they like to see in Christmas ads and where they watch them, to which ads they’re most looking forward to seeing this year.
- 37% of UK parents believe Christmas ads have lost their appeal in recent years
- Only 42% of parents in the States think the ads officially mark the start of Christmas
- Parents on both sides of the Atlantic are agreed on what makes the best Christmas ads: lots of festive scenes and snow,
traditions and strong reflections of childhood
We surveyed over 4,000 mums in the Your Baby Club network to find out more about the impact of the pandemic on attitudes towards early child development, the role of ‘play’ and educational toys.
- 70% of expectant mums hope to spend 3+ hours playing with their child each day, and 66% of mums with young children manage this daily
- 30% of mums said they are ‘really nervous’ about interaction, with 2/3 expressing a change in their attitudes towards play dates
- Both expectant mums and those with young children consider educational and developmental potential the most important feature of a toy
We surveyed over 2,000 mums in the Your Baby Club network to discover more about their travel plans, this year and beyond.
The data tells the story of how the pandemic has shifted perspectives on family holidays, from location, right through to accommodation and transport.
- ¾ of mums surveyed aren’t considering booking a holiday abroad
- Over 50% are considering a UK holiday instead
- Self-catering is viewed as the most appealing type of holiday package
- More than 2/3 of mums are expecting to take the same amount of holidays as they did before the pandemic
Mums & Moms
With lockdown restrictions being eased at different rates around the globe, brands and their marketing teams are having to adjust rapidly to evolving consumer behaviours and shifting priorities.
Our Mums & Moms survey was designed to compare the lives and purchasing habits of mums in the UK and United States since the pandemic started.
- U.S. mums are 71% more likely to purchase products from second hand online marketplaces
- UK mums consider recommendations the most important influencer, while U.S. mums rate online reviews highest
- Toys ranked as more important than TV/entertainment by U.S. mums
Our COVID-19 survey paints a picture of exactly how the pandemic has been shaping consumer habits and the evolving day-to-day lives of mums in the UK.
- Clothes/baby clothes and home improvement seen as highest priority items after food shopping
- 95% of mums consider recommendations and online reviews the biggest influences on purchasing
- 35% of mums also admit to bulk buying food during the pandemic
Download our '21 Insights' report
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