Millennials Mom Pre-School Preference - Survey Report

Education is the most important investment toward us. Besides health, education plays a significant role as well in our entire life. However, as education is one of the best self-investment, choosing the best school as the place to intensively learn becomes a challenging task. Several factors should be considered before enrolling ourselves in particular study, major, even school. The challenge becomes twice when it comes to today’s millennial mom. Living in a flood of information about choosing the perfect pre-school for their toddler could lead them into two conditions. At one point, there is opinion that toddler should be playing, enjoying their childhood, and should not be pushed to learn basic academical things such as reading or counting. In other hand, there is otherwise opinion as well from people who believe that although they do not extremely push their kids to learn, but their kids should be able to at least reading or doing simple counting at school. Besides these opinions, the language used in the class face another challenge as well. Some people believe that kids should be learning only a single primary language, while others believe otherwise. These challenges then lead us to question, how does millennials mom prefer the best pre-school for their toddler children.

We conducted a survey toward 284 respondents in nationwide. Of course we cannot say that this survey is representing the insight over the general Indonesian millennial moms since our respondent size is too small. However, this number is considered as an acceptable size to conduct pre-survey in order to foreshadow the trend of how millennial moms considering any factor on choosing the best pre-school for their toddler. All respondents participated in this survey are female between 20 to 35 years old. Moreover, the geographical composition of our respondents is shown on the image below.

To summarize our overall finding data, almost half of our respondents already have been sending their toddler children to pre-school. Although they start to send their toddler kids in different ages, but most of them were starting to enrol their toddler to school when they turn 2.5-4 years old. Their main reason of sending their toddler to pre-school is to enable their toddler to befriend and socialize with other kids. Moreover, regarding the preferred language instruction used in school, regular bilingual pre-school is considered as the most ideal school for their toddler children.

To be able to comprehensively capture the insight of this consumer segment, we would like to describe the basic finding of our respondents’ profile. 90% of our respondents are millennial moms who have kids in toddler age (less than five years old). Among all the respondents, 41% of them are already enrolling their kids to pre-school.

We would like to discover the reasons of why do these respondent moms enrolling their toddler children to pre-school. Among five options we provide, 46% of them are sending their toddler children to school because they see the pre-school as the place for their kids to befriend and socialize with others. Along with the result, 27% of our respondents are trying to introduce a new environment for their kids. These results are then followed by 17% respondents who want their kids to be able to learn alphabet, reading, or counting in school. Furthermore, the fewer 6% respondents send their toddler to pre-school to keep them company while the parents are going to work, while the last 4% respondents are enrolling their toddler to pre-school to make them prepared for kindergarten.

Pre-school is everywhere. We can easily spot pre-school from the most regular one to the fanciest with significant difference in school’s facilities. We asked our respondents to mention their preferred pre-school and surprisingly 64% of them are more likely to prefer regular pre-school nearby. Moreover, 33% respondents prefer pre-school in religion-based curricula, while the other 3% respondents prefer international pre-school.

We further asked about the time our respondents enrolling their toddler kids to pre-school. 36% of respondents start to enrol their kids when they turn 2.5-3 years old, while the other 34% start to enrol when their kids are older as they turn 3.5-4 years old.

When it comes to select the perfect pre-school for their beloved children, our respondents show different tendency among age groups. Teacher friendliness becomes important factor considered by the 20-29 years old respondents, as well as school facilities and environment as considered by the 26-35 years old respondents. However, in general, the location of the school and school expense are considered as two most considerable factors by our overall respondents.

We asked our respondents about the ideal elements of their chosen pre-school. Regarding the language of instruction, most respondents consider bilingual school as the best one. Using Bahasa Indonesia and English for language of instruction in school is the ideal condition according to more than half of our respondents. Moreover, the ideal time to start the class is ranging from 08.00 – 08.30 WIB, while the ideal time to go home according to respondents is before 12.00 WIB.

At last, the 59% of our respondents who have toddler do not send their kids to the pre-school yet because of several factors. 85% of them believe that their kids are too young to go to pre-school. This finding then followed by 6% of them who can’t find the best pre-school yet, 5% of them who consider pre-school as unnecessary step of kids’ education, 1% of them who consider that pre-school expense is expensive, while the last 3% consider other reasons.

For more detail you can download XLS report at the button below (bahasa). JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.