Insights

What's shaping your customer's behavior? We survey our communities regularly and share great insights here.

About

Get the lowdown

We surveyed over 4,000 families across the UK for our most comprehensive survey yet on the 'State of Parenting'.

The parenting landscape shifts every day, so here's an easy way to keep up...

Report

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Sustainable Travel

Travelling sustainably could help reducing global carbon emissions, but how do parents feel about actually choosing a more sustainable holiday?

55%

of families would be willing to pay more to make their trip sustainable

37%

would be willing to pay a 10% increase on the price of their holiday

74%

want to travel more sustainably following the pandemic

80%

would be willing travel to less popular destinations

85%

think that sustainable travel is an important issue

40%

would like to stay in accommodation that is sustainable over the next year

36%

admitted they didn't know that services existed to offset the CO2 from their holidays

About

EV / Hybrid Cars

Electric cars are a crucial part of plans to reduce non-renewable energy consumption. But are families ready to invest in the switch?

55%

Of UK families would be willing to pay more to make their trip sustainable

35%

think their next vehicle will be electric or hybrid

77%

think owning a 'cleaner' vehicle is important to teach children about sustainability

89%

of families would buy an electric or hybrid car if it was the same price as a petrol vehicle

60%

feel the UK government should invest in more charging stations

85%

think they do not earn enough to buy an EV

About

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.

24%

have left a review on a baby product already

68%

of mums would trust a product recommendation over how many awards it has

50%

trust the opinions of other mums the most

83%

said they would stop buying a product based on negative reviews

About

Mums and Mental Health

Maternal mental health is something that is often sidelined or endured without adequate support. It's something we've campaigned about with Your Baby Club.

Here's how thousands of real mums felt.

82%

of UK mums felt there could be more stories and information to prepare them for pregnancy

62%

said they enjoyed their pregnancy journey

35%

suffered from PND or poor mental health following their pregnancy

79%

said they weren't prepared some aspects of their pregnancy

56%

said they felt a pressure to have a 'perfect pregnancy' and couldn't speak about negative aspects.

37%

said they didn't receive enough support from friends, family or medical teams

About

Child's Play

How do mums want their child to develop through play? We asked our network of mums to find out...

70%

of expectant mums hope to spend 3+ hours playing with their child

88%

said they actively encourage 'child-led' play

86%

said they are interested in tracking developmental milestones

30%

of mums said they are 'really nervous' about interaction

About

COVID-19

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.

35%

42%

35%

of mums also admit to bulk buying food during the pandemic

78%

think online connections with other mums are important to stay reassured

30%

of mums are spending more than usual on products like food, clothes, luxuries and toys

40%

are using online resources including learning games, quizzes, tests, videos as teaching aids

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