Insights

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

0 %
of mums would trust a product recommendation over how many awards it has
0 %
said they would trust reviews coming from other parents
0 %
trust the opinions of other mums most
0 %
said they would stop buying a product based on negative 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. 

Headlines

  • 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

0 %
of UK mums feel there could be more stories and information out there to better prepare them for pregnancy
0 %
said they had a stressful, complicated or traumatic birth
0 %
suffered from PND or poor mental health following their pregnancy
0 %
said they felt pressure to have a ‘perfect pregnancy’ and couldn’t speak out about the negative aspects

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.

Headlines

  • 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

Family cars

0 %
of UK parents have changed their vehicle to a more ‘family-friendly’ car or are currently in the market for one
0 %
would consider adding further safety features to their vehicle since becoming a parent
0 %
of UK mums are heavily involved in the decision and purchase of the family car
0 %
of parents said their current car isn't suitable for taking family holidays

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.

Get more insights

Christmas ads

0 %
of UK parents would change where they shop based on a Christmas advert
0 %
of respondents from the UK think Christmas ads officially mark the start of Christmas
0 %
of UK parents engage with Christmas ads through social media
0 %
of US parents say they would consider changing where they shop based on the right advert

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.

Headlines

  • 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
Get christmas spending insights

Child's play

0 %
of UK mums will be buying more toys to combat 'lack of social interaction'
0 %
said they are interested in tracking developmental milestones
0 %
said they actively encourage 'child-led' play
0 %
consider playing and toys 'vital' for their child's development

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.

Headlines

  • 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
Get more insights

Family travel

0 %
of UK mums aren't considering booking a holiday abroad
0 %
are considering booking a UK holiday instead
0 %
would upgrade their existing car or buy a new one to take a family holiday
0 %
will be travelling to Europe first

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.

Headlines

  • 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
Get more insights

Mums & Moms

0 %
of mums in the UK and U.S. have made between 4 - 7 online purchases over the past month
0 %
of U.S. mums have been bulk-buying groceries
0 %
of U.S. mums buy gender-specific baby toys, against only a third of UK mums
0 %
of mums in both countries consider price/value the most important purchase factor

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.

Headlines

  • 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
Get more insights

COVID-19

0 %
of mums are using online resources including learning games, quizzes, tests, videos as teaching aids
0 %
of mums are spending more than usual on products like food, clothes, luxuries and toys
0 %
think online connections with other mums are important to stay reassured
0 %
choose online reviews as the first port of call when buying a product

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.

Headlines

  • 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
Get more insights

Download our '21 Insights' report

Sign up below and you can download our 21 Insights report – which looks at how parents’ shopping habits and behaviours have changed a year into the pandemic – for free. 

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