Insights

Key stats and intelligence from our topical surveys

What’s influencing consumer habits? What do parents want from brands and retailers? Find the results from some our surveys below. 

Looking for specific insights? Tell us what you want to know and we’ll ask our community for you, then report back with key findings & data.

Sustainable travel

0 %
of UK families would be willing to pay more to make their trip sustainable
0 %
would be willing up to pay a 10% increase on the price of their holiday
0 %
want to travel more sustainably following the pandemic
0 %
would be willing to travel to less popular destinations

How important is taking environmentally-friendly holidays to UK families?

Our survey of over 3,000 members of Your Baby Club, the UK’s fastest growing community of mums, dads, carers, guardians and foster parents, has revealed that the signs are positive for sustainable travel, but it still comes down to price.

Headlines

  • 85% of families think that sustainable travel is an important issue
  • 40% would like to stay in sustainable accommodation over the next year
  • However, 54% (the majority) would only be willing to pay a price increase of less than 5% to make their trip carbon neutral
  • And 36% admitted they didn’t know services existed to offset the CO2 from their holidays

Electric/hybrid cars

0 %
of UK parents believe that cost is the main reason more people don’t own electric or hybrid cars
0 %
think owning a ‘cleaner’ vehicle is important to teach children about sustainability
0 %
of families would buy an electric or hybrid car if it was the same price as a petrol vehicle
0 %
feel the UK government should invest in more charging stations

We surveyed over 3000 Your Baby Club members to discover more about their attitudes towards owning electric and hybrid cars. It revealed that while there is appetite to switch, UK families still need convincing.

Headlines

  • 59% of families believe the biggest benefit of owning an electric or hybrid vehicle is reducing pollution
  • 35% expect their next vehicle to be electric or hybrid
  • Only 13% of families own an electric or hybrid vehicle and 50% are undecided on whether their next vehicle will be petrol or electric
  • 85% think that household income is the biggest barrier to owning an electric car
  • Over 85% also think that carmakers should provide more types of electric vehicles

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.

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

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

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

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

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

Download our '21 Insights' report

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