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Debunking the beast: “Zoos are Just for Families”


Nearly 40% of zoo-going households are ‘adults with no children.’ Tis is surprising since zoo figures tend to show that only 20% of their annual attendance is ‘adults with no children.’ What this indicates is interest in zoos is much further reaching than just households of families.


When asked why attractions visitors do not visit zoos, some of the most common responses related to not having children in the household. Tis tells us that adults do not believe zoos are a place for them.


Additionally, the top two responses (Price of Admission, Zoo Too Far) indicate that the zoo experience doesn’t offer enough benefit to non-zoo-goers to outweigh the burden of price and distance.


Implication: Zoos are missing out on a market segment that already has an interest in their product—Adults with no children. Breaking the perceptions that zoos are only for kids does not mean that zoos need to abandon their core group; it simply indicates that zoos should offer more adult-oriented products and programs. Adding value to the experience will not only increase the appeal to adults with no children, it may also increase the appeal to those attractions visitors that currently are not visiting zoos at all.


PARTY COMPOSITION ON LAST ZOO VISIT


The majority of zoo visitors (57%) were with some type of family group (including children), although it’s interesting to note that adults without children account for nearly 4 in 10 zoo visitors.


40% 45% 50% 55% 60%


10% 15% 20% 25% 30% 35%


0% 5%


Family groups including children under 18 years


Non-family groups 57.0% 6.8% 7.6% 13.7% Other adults Single parents


Multi-generational families


28.9% Families 23.2% Adult couples 43.0%


14.5% 5.3%


Adult friends Other


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