Back-to-School Puts ‘Child/Day Care’ Heading to the Test
September 2, 2009 | Contributed by: Larry Small
More than 12 million children under the age of six in the United States are in some type of child care arrangement every week while their parents work, according to The National Association of Child Care Resource and Referral Agencies (NACCRRA). The organization reports that, on average, children of working mothers spend 36 hours every week in child care.
As the nation heads back to school, parents of newborns, toddlers and younger siblings are learning a valuable lesson: The expense of full-time child care can cost twice the national average for in-state college tuition at a public university, estimated at $6,585 per year by Trends in College Pricing, 2008. And finding the right child care can be well worth the effort, not just the expense.
YPA data indicates, the “Child/Day Care” heading, receives 51 million annual references. The heading receives the most usage in September by 18-to-34 year-old women who have lived at their current address for less than five years and the majority of heading users (71 percent) are “first time purchasers” or new to the facility that they choose.
Sixty-seven percent of parents are in a search mode when they utilize the heading, meaning that they have not yet made up their mind on a child care facility. YPA research also tells us that 92 percent of users with a decision to make, and no name in mind, consider 6.6 ads on average.