Things to do With Kids Reader Survey: Here’s What They Had to Say
The Things to do With Kids reader survey was conducted both online and in print. This was done as we expect the online reader to have a different profile as opposed to the print reader. Two thirds were online survey responses and one third was print based responses. This again shows that meeting the reader on the device used to complete the survey does convert better. Even though print readers only had two weeks to respond, it was made easy by allowing them to enter via WhatsApp. Integrating Print with mobile.
Thank you
We want to thank our readers, as their dedication to giving us feedback and helping us grow is so appreciated and thank you all the businesses who have collaborated with us to connect families with the brands that serve them. We are all for niche marketing and as a bootstrapped company we take pride in using our time and effort wisely. With our reader’s feedback, we can give our advertisers the edge and, in the process, help readers to find fun “things” to do together with their kids, be it travel, shows or parenting advise.
Online Survey Responses
Print Survey Responses
Based on the feedback received on most loved content, we have identified our three top priorities in order as:
- Shows and Activities
- Travel and Holiday Inspiration
- Party Ideas
We aim to make sure that every decision we make, every post we publish, and every project we take on serves at least one of these priorities and makes the reader want to come back for more. 2019’s Things to do With Kids Reader Survey will help us finetune our work in an effort to deliver what consumers, that is parents with kids under 13, need.
Who is completing the Reader Survey?
88.5% of people who filled out the online survey are moms and 87.3% who filled out the print ones are also moms. This is followed by 9.2% and 7.6% of dads respectively. 65.6% of the online survey moms are Millennials (1981-1995) and of the print survey 59.5% are also Millennials. Generation X (1965-1980) hold 30.5% and 34.5%.
Online Survey responses
Print Survey responses
The majority of people who responded to the survey have children/grandchildren between the ages of 2 – 5 years old followed by the 6-9 year olds. This shows that we are likely to journey and establish relationship with these parents for another 4 to 10 years. Things to do With kids prides itself in catering for all things child-friendly.
“Travel local!”, they say.
We asked a number of questions to get readers’ guidance on where they will travel next. This survey was done just before December holidays…. Here’s what they had to say:
44.3% of our online readers go on one holiday annually followed closely by 39.4% who go on holiday 2 – 4 times per year. Of our print readers the results were pretty similar having 46.8% go on holiday once annually and 35.4% go on holiday 2-4 times per year.
Online Survey responses
Print Survey responses
Even though the survey was targeted to parents residing in the Western Cape, Cape Metro, the Western Cape came up as the most likely destination to visit off of both online and print respondents . This may indicate that families like to travel local, not too far from home.
Millennials DO plan!
A deeper analysis of the data shows that not only do the majority (70%) of all readers like to plan their holiday activities and excursions before they go on holiday, but contrary to the belief that millennials prefer to be impulsive, we found that 71% of millennials actually prefer to plan ahead, which shows that this age group prefer planning even more than the overall average. Our guides and activities assist them in these plans. More profiling can be done when we look at comparing millennials who are parents to those who are not.
How do readers prefer to consume travel and entertainment information?
As mentioned above, we conducted this survey both online and in print. To our absolute delight, even within the online surveys, the most preferred way of reading Things to do With Kids is in print. A hard copy is enjoyed as 87% of people feel they can refer back to it when the need arises. This correlates well with the popular belief that millennials are experience driven and thus like the tactile feedback when holding a magazine and paging through it. It could also show that they prefer the low noise and ease of access once they have received a copy. Further studies can be done to verify this.
92.6% of online readers find value in reading in print followed by only a 7.4% of people who don’t care for print magazines. These were followed by requests to receive a copy in print too. A staggering 96.2% of our print readers find value in the printed magazine and only 3.8 % don’t care for print with comments on rather saving the trees indicating that the main driving factor may be an environmental choice. Things to do With Kids values environmental care too and makes use of PEFC certified paper, this is sourced from well-managed, sustainable resources.
Online Survey responses
Print Survey responses
Readers are inspired by Things to do With Kids
48.9% of our online readers have visited advertisers and members mentioned within the Things to do With Kids Magazine and a close 34.4% intend to. As with the print readers we have similar results having 60.8% having already visited members and advertisers and 30.4% who intend to. In summary, Things to do With Kids has helped most of its readers find things to do with their kids for all occasions and inspired them to add it to their Wishlist. Without a doubt the answer to the above question is yes!
Online Survey responses
Print Survey responses
And lastly …
The most common comment that was received from the Reader Survey:
- Readers would specifically like to receive more budget friendly lists and activities for children of all ages. Coupons, vouchers and tried and tested suggestions.
As it is a free magazine, distributed free of charge we will create an opportunity for a sponsor who values family time and thus wishes to be seen by this audience of millennial and Gen X Parents, and perhaps making good financial decisions. This way we can certainly look at including free and budget friendly editorial suggestions. In the meantime, we have a large amount of content on suggestions from readers within our websites and our blogs. Feel free to have a look online or like our social media pages to receive our latest blogs and guides.
From all of us at Things to do With Kids - Thank you for joining us on this journey
