76% of families participated in online classes, but only 36% paid for a virtual activity. Families’ preferred platform was Zoom, with 75% reporting they prefer it over other platforms. Facebook Live came in second with 10%. When asked how much parents would be willing to pay for virtual classes, 72% responded $10 or less.
Our Takeaway for Parents: We don’t know how long it will take for everyone to get comfortable returning to normal activities, so it seems virtual enrichment may be some children’s only option for activities parents can’t facilitate on their own, like Spanish lessons, ballet, or coding. You may find it more affordable and more fun for kids to get into a rhythm with the same students each week, so consider monthly memberships to virtual programs.
Our Takeaway for Providers: Despite the fact that many parents don’t want to pay for virtual classes, this is the first time in history that you’ve been able to bring your programming to a broader community. Now rural families, families abroad, children with disabilities can more easily participate. Consider the audiences most eager to invest in your online activities and let them know about your offerings through Facebook groups, parent groups, local schools, houses of worship, and if you have the budget, Facebook ads.