Back in January I decided I wanted to investigate and really start to know some things about my customers, the parents — their traffic patterns and usage of the website, and see how well we were doing at meeting their needs. It turns out, there was a lot of really awesome information in there! I collected all of our data from Google Analytics, and also all of the information about the camps being offered in the market, and put together a comprehensive report. At first it was just intended to be for my own informational purposes. But, I have a feeling you might find some of this really interesting!

So, I want to share with you a few things that I found:

  • 83% of our traffic are women
  • 42% of our traffic are between the ages of 35 – 44
  • 27% of our traffic are between the ages of 25 – 34
  • That means that 69%, over two-thirds, of our traffic are ages 25 – 44


  • 58% of our traffic was mobile.
  • We have a lot of users who start out on mobile (they find us while on their phone, through a facebook post, share, email, or google search)… but when they really want to do their detailed searching, they come back to our site via their laptop or desktop. As a result, 34% of our traffic is from Desktop/Laptop users.
  • Therefore, I think it’s safe to say that traffic to your own website might be an even higher percentage of mobile users.

Then… in looking at the traffic patterns on Camps Rock from mid-February through mid-August, our dates of heaviest traffic were from April 19th through June 9th.

[note: this data is from the Dayton, OH market, and might need to be adjusted based on when your summer weeks land in your own location. Dayton summer season begins right at the beginning of June, and kids go back to school around the second or possibly third week of August. Adjust these search dates accordingly for your own region.]

So, what does all of this mean to you?

Well, firstly, if you are targeting your ad campaigns, for example on Facebook, you can safely set your target audience to Women Between the Ages of 25 – 44. Of course, you may still want a separate ad campaign that takes other demographics into account, but the bulk of your advertising dollars should be spent on women 25 – 44.

Secondly, it is very clear that your website really needs to be mobile friendly. I would suggest getting out your phone, and the phones of those who sit near you, and checking out exactly what your website looks like on a variety of devices. Is it easy to navigate? Is it easy to get from your website homepage down into your summer camp information? Is your summer camp registration software, or registration method clear and easy to look at on a smart phone?

All of these aspects of your website will impact how long a parent is going to stay on your site. A long-time, loyal customer of yours may be willing to struggle through a difficult, mobile-UNfriendly website. However, if you’ve got a brand new customer on your site… watch out, because they may get frustrated and bail on you before they even get to the point of seriously considering your summer camps.

Finally, the fact that parents don’t really start searching in earnest until April 19th should be of comfort. That does NOT mean that you should delay in getting your information out and published (if you saw my article in the last newsletter, parents are very frustrated about waiting to get time/date/registration information on many of the camps they want). So, don’t delay, but also don’t fret if your camps aren’t completely filling up by now. You still have time, and even until early June for those parents who tend to be procrastinators (like me! J )

So, those are just a few of the lessons learned by looking at our Google Analytics data. If you’d like to see the rest of the report, which includes a total of over 27 data points, in a full written report and a six-part video series that discusses the key points, please check out our Director Members’ Club for exclusive access to that report (and lots of other private members-only information).

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Rock On!

~ Anne.

Some KEY information about your summer camp market