Based on mobile data from the devices of the surveyed users of mobile devices and computers and the agency's database, Data Tank specialists at Selectivv conducted an analysis of parents' profiles based on the age of children and their behavior. Thanks to the study, we can determine which of the groups of parents, depending on their child's age, are the most active.
The distinction between parents' behavior was created based on specific characteristics, such as drivers, visiting shopping centers, visiting parks, visiting DIY stores (Castorama, Leroy Merlin, Brico), domestic tourists, staying abroad in the last 12 months, practicing sports, online shoppers, ordering food via a smartphone, and the average distance traveled per day (e.g., to work). Parent groups were divided depending on the age of their children: 1-4 years, 5-10 years, 11-15 years, and 0-15 years
For each of the studied profiles, the shares among parents of children aged 1 to 15 are higher than in the entire population. These parents are people who are primarily active in shopping (visiting shopping centers, DIY, shopping online), digitally educated (shopping online and ordering food via smartphone), and health-conscious (involvement in sports). However, the most significant overrepresentation compared to the general population was recorded for the profile of visiting parks, DIY stores, and ordering food via a smartphone (yellow).
In the case of parents visiting shopping malls, DIY stores, going on tourism in Poland, involved in playing sports, or ordering food via a smartphone, the share of profiles increased with the age of the child (10 pp more were engaged in practicing amateur sports among parents of children in Poland). Age 11-15 than parents of children 1 to 4 years old). Also, the parent's mobility (understood as the average daily distance traveled) increases with the age of the children. The parents of the youngest (1-4 years old) are people who have a lower percentage of activity than the entire population of the country.
The results show interesting trends among parents related to mobility. Parents of children over 11 years of age are the group most willing to travel internationally. Regarding trips abroad, parents of children aged 5-10 are most helpful to go overseas, which is a more significant number compared to the results for Poland.
It can be concluded that the older the children, the more willingly the parents decide to travel in Poland and abroad. It also means that these parents are more active. Additionally, it can be concluded that the group of parents with older and older children is increasingly attractive in marketing.
