Expectant mothers have rated qualified, experienced staff and formal childcare regulations above costs and location when it comes to choosing childcare after they go back to work, according to new research in the Australian Journal of Early Childhood.

The study involving 124 pregnant women found less than 10 per cent said the pragmatics of care, including location of the centre, convenience and cost were important factors in making a decision about childcare.

The issues that were most important to participants were the characteristics of the carer, the setting of the care, the environment and the 'child-centrednes' of the care.

"When it comes to care other than family, participants said they would look for staff who are experienced, qualified, friendly and loving.

"A safe environment, security and happiness were also important factors.

"For some participants, centre-based childcare was considered favourable provided it had stable, qualified and experienced staff and low staff:child ratios.

"Many women wanted to know that their child would be safe and well cared for, factors that would make leaving the child in another person’s care easier.

"With more and more women going back into the workforce after their child is born, it’s important to understand what factors will help make that transition easier for parents and children," [author said].

Early Childhood Australia CEO Pam Cahir said quality care was always top of parents’ and the Government’s quality reform agenda was more important than ever.

"The quality reform agenda to be introduced over the next few years will go a long way to helping parents find the quality care they are looking for.

"The Government needs to understand that most parents view experienced, qualified staff as a key factor in their childcare decisions, and more needs to be done to assist staff working in childcare services to upgrade their qualifications.

"Qualified staff are the key to achieving the goals of the quality reform agenda. There needs to be more investment from this Government in the early childhood workforce to ensure targets can be met," Ms Cahir said.

The Australian Journal of Early Childhood is a publication of Early Childhood Australia.

Media Contacts: Pam Cahir, 0407 008 524 - Laura Maclean, 0423 377 567