What is the primary criterion for choosing a childcare facility?

Proximity to home is the most important factor, cited by 63.0% of respondents.

What are the main information sources besides the internet?

Municipal offices, guidance materials, and word-of-mouth from friends are the most common sources.

What do parents check most during a facility tour?

Staff demeanor and atmosphere are the most cited, followed by the behavior of the children and facility safety.

What Makes a Childcare Facility Trustworthy? Approximately 76% of Parents Prioritize Staff Demeanor and Atmosphere

Published Jul 17, 2026 7:00 PM ・ Updated Jul 18, 2026 4:46 PM ・ 3 min read ・ Source: PR TIMES

NEXER Group and Shinei Welfare Association conducted a survey on childcare facility selection among 100 parents with previous childcare experience. The findings highlight that while proximity is a major factor, the quality of interaction with staff is paramount during facility visits.

Survey on Criteria and Information Gathering for Childcare Selection

A childcare facility is an important part of daily life. Parents have varying concerns, such as ease of commute, compatibility with staff, and the overall atmosphere of the center. To understand what criteria parents use and how they gather information, NEXER Group and Shinei Welfare Association surveyed 100 parents nationwide with prior childcare experience.

63.0% Prioritize 'Distance from Home'

When asked about the most important factor in selecting a childcare facility, 'distance from home' ranked highest at 63.0%. This was followed by 'distance from workplace,' 'nursery/educational policy,' and 'staff demeanor/personality' at 8.0% each.

44.0% Use 'Municipal Information Offices/Materials'

Regarding information gathering, the most utilized resource was 'municipal office windows/informational materials' at 44.0%. This was followed by 'recommendations from friends/acquaintances' at 32.0% and 'direct inquiries to facilities' at 25.0%.

62.0% Conducted Facility Tours

62.0% of respondents stated they visited facilities. Among those who conducted tours, the most checked factor was 'staff demeanor and atmosphere' at 75.8%, followed by 'behavior of the children' at 64.5% and 'cleanliness/safety measures' at 58.1%.

FACT BOX

Source: PR TIMES
Category: Survey

What Makes a Childcare Facility Trustworthy? Approximately 76% of Parents Prioritize Staff Demeanor and Atmosphere

⚡ Key Points

Survey on Criteria and Information Gathering for Childcare Selection

63.0% Prioritize 'Distance from Home'

44.0% Use 'Municipal Information Offices/Materials'

62.0% Conducted Facility Tours

FACT BOX

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