Babywearing survey results are in!

In May, a business student at Rice University asked for some insight into the babywearing community.  His survey was interested in the demographics, purchasing behaviors, and lifestyles of babywearers across the US and Canada as well as the rest of the babywearing community.  The results of his survey are in here.

Summary

Although babywearing is practiced throughout the world, 97% of the 1,482 survey respondents were from North America. Consequently, the following findings are representative of babywearers within North America only (i.e., responses from other continents were excluded):

Demographics

Age

  • The average babywearer is 31 years old.

Children

  • The average babywearer has 2 children.
  • The average age of a babywearer’s child(ren) is 3 years old.
  • 5% of babywearers are pregnant.
  • 1% of babywearers have twins.

Education

  • 58% of babywearers have a bachelor’s degree.
  • Babywearers have attained higher levels of education compared to USA citizens.

Occupation

  • 51% of babywearers have an occupation that occurs at home.

Income

  • The average babywearer had a household income of $79K in 2012. 

Purchase behavior

Carrier count

  • The average babywearer has 7 carriers.

First carrier acquisition

  • The average babywearer acquired his/her first carrier 3 years ago.

Carrier cost

  • The average cost of a babywearer’s most expensive carrier is $167.
  • The average cost of a babywearer’s least expensive carrier is $29.
  • 22% of babywearers have received a free carrier.

Carrier purchases

  • 20% of babywearers buy, sell, or trade carriers on a monthly basis.
  • Babywearers search for carriers to buy most often at Facebook, Locally (e.g., friends, groups, stores), Amazon
  • TheBabywearer.com, Online retailers and manufacturers

Activities, interests, and opinions

Babywearing frequency

  • 72% of babywearers use a carrier less than three hours per day.

Babywearing support group

  • 83% of babywearers are a member of a babywearing support group.

Babywearing training

  • 41% of babywearers have attended a babywearing training.

Introduction to babywearing

  • Babywearers were introduced to babywearing most often by Friends, Family, Observation, Online (e.g., blogs, forums)

Difficulties starting babywearing

  • When starting babywearing, babywearers struggle most with Finding a baby carrier that meets their needs, Learning how to use a baby carrier properly

Babywearing resources

  • Babywearers use the following sources to learn about babywearing most often YouTube, Facebook, TheBabywearer.com, Friends

Recommending babywearing

  • 96% of babywearers would be very likely to recommend babywearing to a friend.

Wearing future children

  • 99% of babywearers would be very likely to wear their next baby.

 
Hypothesis testing

Carrier count vs. occupation

  • There is no difference in carrier count between babywearers who have an occupation at home and babywearers who have an occupations outside of the home.

Carrier count vs. household income

  • A babywearer’s household income is unrelated to how many carriers the babywearer has.

Carrier count vs. most expensive carrier

  • The price of a babywearer’s most expensive carrier tends to increase as the babywearer acquires more carriers.

Most expensive carrier vs. household income

  • A babywearer’s household income is unrelated to the price of the most expensive carrier that the babywearer has.

Daily carrier usage vs. carrier count

  • Babywearers who wear their babies more have more carriers.

Daily carrier usage vs. occupation

  • Babywearers who have an occupation at home wear their babies more than babywearers who have an occupation outside of the home.
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