The internet is great at connecting people with a wide variety of service providers – and that includes things like child and pet care. Sites like Care.com and SitterCity aim to provide an experience for parents, pet owners and homeowners that they can trust and be happy with. And according to reporting from Forbes, the childcare industry as a whole has experienced growth in recent years. And childcare sites are almost certainly part of that growth. So what do consumers think about these home, pet and childcare sites? And how many are likely to use them going forward? We asked 1,000 respondents on August 24-25 about their thoughts on child care sites and similar services.
In Ask Your Target Market’s latest survey, 49% of respondents said that they currently have kids. 57% have pets that could potentially need pet sitters or care providers. And 75% said that they own or rent a home that might require housesitting services at some point or another. So there are a fair amount of consumers who might need at least some of the services provided by sites like Care.com at least on occasion.
However, just 11% of respondents said that they’ve looked for child, pet or home care services online multiple times. 9% said they’ve looked for those services online at least once. And 80% never have. Care.com was the most popular service listed. But others have just used Google, Amazon or Craigslist to search for those services. Rover, Angie’s List, Petco and SitterCity were also mentioned by respondents.
In general, 50% of those who have searched for home, pet or child care services online said that they’ve been at least somewhat satisfied with the experience overall. And looking forward, 18% of respondents said that they would be at least somewhat likely to use home, pet or childcare sites within the next five years.
Trust can be a key issue for those businesses or services that want consumers to have them look after their kids, pets or home. However, just 22% of parents said they would trust a person or company that they found online to care for their kids. 29% of pet owners said they would trust a person or company they found online to care for their pets. And 24% of homeowners or renters said they would trust a person or company they found online to look after their homes. Additionally, 76% of overall respondents said they would require a background check or some positive reviews in order to trust an online service to look after their kids, pets or home.
Online services like Care.com do provide a few different options for things like child, home and pet care. However, a lot of their marketing efforts tend to focus on childcare over the other options. But consumers are less likely to trust those online services when it comes to childcare than they would for things like pet or home care. For that reason, it could be beneficial for those companies to put a bit more emphasis on those other services they offer in addition to childcare. And if they can gain people’s trust through background checks, positive reviews and social proof enough to get people to try some of those secondary services, some consumers might start to open up to using additional services like childcare as well.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on August 24-25 via AYTM’s online survey panel.