Figure 1 The most important factors influencing parents' selection of nursery or childcare providers (source: National Audit Office survey of parents of birth to four-year-olds)
* Only a small proportion of parents in the National Audit Office surveys identified cost as one of the three most important factors in their choice of childcare provider.
* A 2002 Department for Education and Skills (DfES) study of parents'
demand for childcare found that overall two-thirds (67 per cent) of the providers used in the previous year were chosen by parents because they could be trusted. The next most common reason was that the provider would show their child affection. Thirty nine per cent of parents who used formal registered childcare providers stated that a good reputation was an important selection criterion.
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