What you need to know
Tech devices like smartphones, tablets and personal computers are no longer just accessories for families – they are integral tools to keep connected, organized and entertained. And it is not just for parents; many children own their own devices and have TVs and smart speakers in their rooms.
The COVID-19 pandemic has made the value of tech for families even more salient. As more parents stay home to work and children depend on e-learning to keep up with school, technology has taken on a new level of importance.
Overall, the analysis in this Report shows how important tech is to families and the way it is used by both adults and children. At the same time, it highlights some of the challenges for tech within families and the barriers these companies face. The modern Canadian family depends heavily on technology to help make life easier on a daily basis – but also harbours underlying concerns about over-usage that companies need to be highly sensitive to in order to connect with these consumers.
Key issues covered in this Report
The impact of COVID-19 on families and their tech usage and purchases
Tech device ownership and usage among children
Parents’ concerns about tech in the home and the rules they have in place around it
Understanding the role tech can play in offering parents peace of mind, even if devices and services are used infrequently.
This Report was written from July 20-August 26, 2020. Consumer research was fielded May 21-June 1, 2020.
Definition
This Report covers tech usage among families and uses the following definitions of these terms:
Parents: unless otherwise noted, parents in this Report refer to those who are a parent or guardian of a child under the age of 18.
Families: units of parents/guardians and their children under the age of 18.
