school's out - sca insights into school holidays
DESCRIPTION
School holidays are a time of year when parents are planning in advance and exhausting all options for activities to do! This presentation details key insights into school holidays - from how expectations differ from reality, and what sparks ideas for what to do over this time.TRANSCRIPT
School’s Out! Insights into what school holidays mean for media habits
My favourite thing to do in the school holidays with my family is
to create new, exciting, educational and memorable
experiences together. Because there is nothing more precious
than magic moments and memories with the ones you love.
Summary of Key Insights
E x p e c t at i o n V s R e a l i t y
R a d i o u s a ge d o e s n ’ t de c l i n e , i t
j u st c h a nge s
T h e r i s e o f t h e P AN K / P UN K
Whilst parents expect school
holidays to be a time of relaxation,
quality time with kids and doing fun
activities, the reality is quite different.
Parents are wanting ideas on what to
get up to so direct them where to go.
For 67% of parents, over school
holidays they are either consuming
the same or more amounts of radio!
However, without the school run it
means that radio usage has changed
slightly to be consumed more when
they are out and about.
It’s not only mums and dads that are
purchasing more on holidays – aunts
and uncles are ready to spend freely
before they hand the kids back.
Make the most of this cashed up
segment but including them in
your messaging.
- Advertising influences purchase decisions for 55%
- 85% spend more on their kids during school holidays with the spending
primarily going to entertainment, groceries and eating out.
- Word of Mouth sparks activity ideas but media sparks WOM
General School Holiday Habits School holidays is always about pre-planning and juggling care arrangements. Whilst it’s a chance to spend
quality time with the kids, many things need to be thought out first. It is also an expensive time of year so we
will look at where they are spending their money and what media influences their decision to purchase.
6AM 7AM 8AM 9AM 10AM 11AM 12MD 1PM 2PM 3PM 4PM 5PM 6PM
70% Wake up a bit later on
school holidays
78% Leave the house later in the
day compared to a school day
57% Stay out later at night
Source: SCA School Holidays 2014. N= 1301
A Typical day consists of… mixing up the routine!
Plus, almost half say their routine changes dramatically on school holidays! 70% Of SCA pa ren ts re l ax t he i r da i l y r ou t i nes on schoo l ho l i days .
“Bit of a sleep in with the kids,
relaxing morning making breakfast
and the kids watching kids tv…”
“…listening to them fight with each
other and annoy the heck out of me,
me yelling at them, them eating all day,
dinner time and eventually bed.”
“…do an physical activity together,
cycling, walking swimming playing
ball sports etc, lunch…”
School holidays are about…
Source: SCA School Holidays 2014. N= 1301
9%
23%
23%
26%
27%
32%
59%
66%
74%
76%
Travel overseas
Exhibitions (Royal Easter Show, EKKAetc.)
Museum
Theme parks
Day trip to another city
Travel domestically
Beach
Park
Take the kids shopping
Cinema
Now, which of the following activities do you usually do when on school holidays?
Source: SCA School Holidays 2014. “Now, which of the following activities do you usually do when on school holidays?” N= 1301
Cheap thrills are what school holidays are about
School holidays are an expensive time of
year. So, it’s not surprising to see free or low
cost activities top the list of things to do.
Businesses could benefit from offering deals
during the school holiday periods to entice
families.
With 74% of parents (77% of mums) taking
the kids shopping, school holidays are the
time of year whereby parents spend more on
groceries -don’t forget the purchasing power
kids have!
Did you know??
Parents in regional markets are 43% more
likely than their metro counterparts to take a
day trip!
Entertainment
Now thinking about your spending habits on school holidays in comparison to other times, which of the following products do you spend MORE on when school holidays occur?
Source: SCA School Holidays 2014. “Now thinking about your spending habits on school holidays in comparison to other times, which of the following
products do you spend MORE on when school holidays occur?” N= 1301
Entertainment is where they are spending more
Are
spending
more on…
Groceries
57%
Are
spending
more on…
Eating Out
53%
Are
spending
more on…
Fast Food
51%
Are
spending
more on…
82%
Attractions
Are
spending
more on…
Confectionary
32%
Are
spending
more on…
Clothes
18%
Are
spending
more on…
Toys
11%
Are
spending
more on…
49%
85% Spend more on their kids during school holidays and 69% make more spontaneous purchases.
But what are they spending more on?
Advertising inf luences purchase decisions...
55% Say advertising for local businesses and attractions can influence their purchase decisions when on school holidays.
Source: SCA School Holidays 2014. N= 1301
Advertise to leverage awareness and purchases
So, what media helps spark ideas on what to do on school holidays and how
can these media platforms drive purchases?
What sparks ideas on what to get up to on holidays?
Source: SCA School Holidays 2014. “What sparks ideas on what to get up to on holidays?” N= 1301
Parents ask around for inspiration, whether it be friends or their kids.
“Ask the children and depends on budget. I
have a list of 'reward' activities that we can do if
they are well behaved and these come in to
play more during holidays”
“Facebook discussions with friends, talking to
other school mums, ads on radio or TV, online
sites (e.g. drive ins or movies), googling ideas”
17%
25%
29%
34%
43%
55%
56%
63%
74%
Magazines
School
Flyers/mailouts
Shopping centres/stores
Newspapers
Radio
TV
Internet
Word of mouth
Narrowing it down... which of the following inspires ideas and activities to do on the school holidays?
Source: SCA School Holidays 2014. “Narrowing it down... which of the following inspires ideas and activities to do on the school holidays?” N= 1301
WOM is what inspires ideas but people need to get these ideas from somewhere!
Whilst word of mouth is the key platform to determine
what to do on school holidays, mass media can be the
driver behind WOM.
Over half of parents use radio to spark ideas on what to
do on school holidays- this is considerably higher than
any print media.
Did you know??
Parents in regional markets are 32% more likely than their
metro counterparts to use radio to discover activities!
I N S I G H T # 1 …
Expectat ion Vs Real it y
In looking at what parents feel is the best part of school holidays is and comparing it with the worst, it can be said there is some
juxtapositions which suggests the expectations of school holidays with the reality is quite different!
W H A T Y O U C A N D O :
With radio listening staying prevalent across the school holiday period and parents wanting inspiration on ideas, radio is the perfect
environment for brands to communicate their products or services to these parents.
EXPECTATIONS (BEST) REALITY (WORST)
Spending time with the kids The kids drive them crazy with ‘I’m bored’ & ‘I’m hungry’.
Having new adventures The expense of school holidays limits the activities that can be done
Sleeping in Most still have to work
Relax the daily routine Getting them back into the school routine is a nightmare
Spending time with family Shuffling the kids between family members
What is the best thing about school holidays?
Source: SCA School Holidays 2014. “What is the best thing about school holidays?” N= 1301
The BEST thing about school holidays was having extra time to do things
“Not having to wake up and quickly throw together lunches and uniforms and
bags and shoes. Instead we wake up and the kids lay in bed with me and we
decide what adventures we are going go take for the day.” B E S T K E Y P O I N T S
- Being able to spend quality
time with the kids
- Have a sleep in together
- Relaxing the routine for a few
weeks and not having to rush
around
- No school lunches to pack or
uniforms to iron
What is the worst/hardest thing about school holidays?
Source: SCA School Holidays 2014. “What is the worst/hardest thing about school holidays?” N= 1301
The WORST thing about school holidays is keeping kids entertained
“Finding cheap, affordable things we can do as a family. And that's when the
boredom sets in. We'd probably best to go picnicking or hiking but we're fairly
new to the area so not too sure where we can go & what there is to do that
doesn't involve spending a great deal of money.”
“Having to work full time, the hardest thing about school holidays is the kids
needing get shuffled around between family members helping out in looking
after them. And not being able to spend the time with them myself.”
W O R S T K E Y P O I N T S
- Still having to work
- It is an expensive time of year
to keep kids entertained
- Boredom sets in and tempers
flare- fights amongst siblings
- Finding activities to keep them
occupied
I N S I G H T # 2 …
Rad io usage doesn ’t dec l i ne , it just changes
Whilst there may be an assumption that radio usage declines over the holidays, this couldn’t be further from the truth. In fact, 20%
actually listen to MORE!
Even though the school run takes a break for a couple of weeks, radio listenership between Breakfast and 3pm remains high.
However, radio listening also increases across the WHOLE day.
67% of SCA parents
consume more or the same
amount of radio on holidays
Aside from the internet,
radio is the top media
platform for parents before
3pm. It remains number one
in Breakfast.
Leaving the house later
means people are more
likely to be listening to the
radio when they are out
and about across the day.
Source: SCA School Holidays 2014. “Now thinking about your media usage during school holidays, what media do you consume during these time
periods?” N= 1301
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5am-9am 9am-12pm 12pm-3pm 3pm-4pm 4pm-7pm 7pm-9pm
Radio TV Internet Magazines Newspapers Catalogues Cinema
Despite not having to do the school run, radio is still the number one media before 9am demonstrating
that Breakfast is still a key daypart to advertise to reach parents. Whilst people do increase their trips to
the cinema over the holidays, radio still remains one of the top media platforms.
How they consume media changes
“I do listen to a lot more radio as I am always running around after them- My internet usage is minimized to
later in the evening as the kids are up later. I watch more TV/Movies than I would on a school day. I read
more woman's magazines well on outing waiting for rides to finish or playing in the park”
67% O F S C A PA R E N T S C O N S U M E
MORE OR THE SAME A M O U N T O F R A D I O O N H O L I D AY S .
In fact, 20% listen of these parents are listening to more
radio! Therefore it’s not only key to advertise prior to school
holidays to catch those forward planners but also on holidays so people can make spontaneous decisions.
Source: SCA School Holidays 2014. “Do you consume MORE, THE SAME OR LESS of the following media platforms when on school holidays
compared to an average day?” N= 1301
1 in 5 are listening to more radio!
6AM 7AM 8AM 9AM 10AM 11AM 12MD 1PM 2PM 3PM 4PM 5PM 6PM
Later starts… “6.00 get up, gym breakfast read
paper, 10.00 drag kids out of bed…”
Out and about… “… usually go out for lunch or go to
the shops to fill in some time , the
kids play on the computer or ps4 ,
walk the dogs and have a kick of the footy …”
Down time… “…chilling out a bit, listening to them
fight with each other and annoy the heck out of me…”
Later nights… “…come home curl up on
lounge watch telly till late then
do it allover again”
A typical day changes on holidays and so does their media habits
“My internet usage is
minimized to later in the
evening as the kids are
up later. “
“I listen to the Radio a lot more as I
am driving around in the car for
longer.” “Don't tend to listen to radio early
morning… listen to radio in the
car travelling so use more radio
during day time.”
Radio later… Driving… Down time…
“With no afternoon activites more
television is watched, will hire dvd's
to have a movie and popcorn day
at home”
Personal use…
Radio is all about information when on holidays!
Source: SCA School Holidays 2014. “Now, how do you feel about the following statements in relation to school holidays?” N= 1301
51% Feel the local radio station is a great source of information when on school holidays
But what about those without kids? 44% of people (no kids) feel school holidays have an effect on their day to day habits! The following
section will take a look at how school holidays effect those without children.
Take my nephew somewhere that he'll
enjoy that I secretly want to go too as well.
Source: SCA School Holidays 2014. “Holiday habits change?” N= 1710
Day to day habits also change for those without kids
Do your habits change during school holidays?
Leave for work later… “I can get up a bit later as the morning
traffic to work is lighter during school
holiday weeks”
Less traffic on the road… “Less traffic means a bit more time to do
other stuff, particularly catching up on
paperwork, and an opportunity to catch
up with mates.”
Tel l them where to go… “Don't go to the shops as much over
the holidays and do not go anywhere
near the theme parks!”
Catch ups & babysitting… “I look after my nephew who
goes to kindy so when he is on
holidays I look after him an
extra day per week.”
I N S I G H T # 3 …
The r i se of t he P ANK/P UNK School holidays usually mean that parents are purchasing more for their children. But, a new trend has emerged that means it’s
no longer just the parents purchasing and entertaining children.
T R E N D :
A PANK (Professional Aunt/Uncle, No Kids) are a segment of younger women with high disposable incomes who are ready to
be engaged by brands. They have the time, income and passion for purchasing the best for kids in their life (not their own kids).
Check out the below to see how this falls into place.
Source: SCA School Holidays 2014. “Holiday habits change?” N= 1710 Source: PANK Power. Pankpower.com
W h at o u r l i s t e n e r s s a y t h e i r f a v o u r i t e p a r t o f s c h o o l h o l i d a y s i s…
“Taking nephews and
niece to movies. Hype
them up on fun and sugar,
then take them home!”
“I love spending time with my
nephew, going places and
exploring Melbourne and
surrounding areas, I go back
to being a kid :)”
“Watching late night movies with
my nephews and we all sleep in the
lounge room together! They gently
wake you with a kiss and say
morning and it's still dark lol.”
Source: SCA School Holidays 2014. “Holiday habits change?” N= 1710
Many offer to help out with the kids- the rise of the PANK and PUNK
Source: PANK Power. Pankpower.com
With so many people helping with child minding over the holidays, it is important not to disregard the power of
the PANK and PUNK in spending money on kids. Particularly because their media habits will essentially
remain the same so you can talk to them with messages you may use to target parents.
28% Of fe r t o he lp ou t f r i ends / f am i l y w i t h k i ds when schoo l ho l i days a re on
With a new trend occurring in the rise of the P ANK/P UNK,
it’s no surprise that…
Prepared by Southern Cross Austereo Research
For more information contact:
SCA Resea rch [email protected]
M E T H O D O L O G Y
The results of this survey are “INDICATIVE” ONLY.
The survey was conducted by Southern Cross Austereo using its
online panel nationally.
The panel is obtained from our radio networks database under the
labels of ‘VIP’ on the TODAY Network and ‘Music Jury’ on the MMM
Network. All members of these databases would be considered
listeners to these stations.
The database contains about 246,000 members. Of these,
approximately 20,000 are a part of our online community.
The is split between the Today VIP database and the Triple M
database. Members of both databases were asked to take part in the
study, and over 3011 did so.
Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR
brands/words that first came to mind.
A keyword search was used to sort and rank the responses to these
questions.
The results are an un-weighted sample, but are reflective of the Southern
Cross Austereo Austereo audience. SCA brands reach approximately 40% of
the 10+ population and approximately 46% of the 25-54 population in the five
metropolitan markets in Australia, suggesting it would be reasonable to
consider these results to be a fair if not fully balanced representation of the
opinions in these marketplaces.
Furthermore, as it is an online survey, the respondents would also be skewed
towards being ‘early adopters’ for technology, ‘trend setters’ in general and
likely to be a good early indication of brand leaders, trend setters and early
adopters in general.
These research surveys conducted by Austereo are done so to provide a
general understanding of the opinions, interests and attitudes of the
metropolitan marketplaces only.