Table of Contents
Executive Summary
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- The market
- Households with children hit 100% internet connectivity
- Wearables and apps offer solutions for monitoring a child’s activities
- Digital assistants promoted as tools for the family
- Parents disapprove of online role models
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- Figure 1: Figures parents consider to be good role models for their children, July 2018
- Household rules and managing digital addiction
- The role of digital literacy in academic performance
- Companies and brands
- “Family Link” provides smartphone monitoring to parents
- Apple adds multiple family-oriented features
- Amazon unveils the next generation of the Echo Show
- Facebook Portal a new entrant to the voice-controlled hardware market
- Little Baby Bum YouTube channel to expand to TV
- “Contains in-app purchasing” logo introduced to PEGI ratings
- The consumer
- Smartphones the device of choice
- Parents engaged in new technologies
- Parents must make judgement calls on smartphone and tablet ownership
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- Figure 2: Personal device ownership amongst parents, September 2018
- Figure 3: Children’s personal ownership of devices, September 2018
- Phone contracts rarely shared within families
- Shopping delivery services tie purchases together under one account
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- Figure 4: Sharing of household paid subscription services, September 2018
- Communications would benefit from a shift to instant messaging
- Home devices to encourage video calling
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- Figure 5: Digital communication methods between family members, September 2018
- Family TV viewing remains a regular pastime
- Child protection a significant contributor to purchasing decisions
- Engaging in new technology
- Three quarters report a healthy balance of technology
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- Figure 6: Household technology behaviours, September 2018
- What we think
Issues and Insights
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- Helping families manage their relationship with technology
- The facts
- The implications
- Technology in the home: The group or the individual
- The facts
- The implications
- Digital assistants connecting family members
- Individual device ownership offers a direct route to target markets
The Market – What You Need to Know
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- Households with children hit 100% internet connectivity
- Solutions for monitoring a child’s activities
- Digital assistants promoted as tools for the family
- Parents disapprove of online role models
- Household rules and managing digital addiction
Market Background
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- Households with children hit 100% internet connectivity
- Wearables and apps offer solutions for monitoring a child’s activities
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- Figure 7: Parental tracking of, and interest in tracking, their children using an app or technological device, August 2018
- Digital assistants promoted as tools for the family
- Parents disapprove of online role models
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- Figure 8: Figures parents consider to be good role models for their children, July 2018
- The GDPR-K
- Household rules and managing digital addiction
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- Figure 9: Reasons for cutting down on social media use, April 2018
- The role of digital literacy in academic performance
Companies and Brands – What You Need to Know
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- Family Link provides smartphone monitoring to parents
- Apple adds multiple family-oriented features
- Amazon, Facebook, and Google offering smart screens for the home
- “Contains in-app purchasing” logo introduced to PEGI ratings
Launch Activity and Innovation
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- “Family Link” provides smartphone monitoring to parents
- Apple adds multiple family-oriented features
- Amazon, Facebook and Google offering smart screens for the home
- Amazon unveils the next generation of the Echo Show
- Facebook Portal a new entrant to the voice-controlled hardware market
- Google produces its own smart screen
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- Figure 10: Google Home Hub
- Little Baby Bum YouTube channel to expand to TV
- “Contains in-app purchasing” logo introduced to PEGI ratings
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- Figure 11: The new PEGI content descriptor for in-game purchasing
The Consumer – What You Need to Know
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- Smartphones the device of choice
- Parents engaged in new technologies
- Parents must make judgement calls on smartphone and tablet ownership
- Phone contracts rarely shared within families
- Communications would benefit from a shift to instant messaging
- Home devices to encourage video calling
- Multi-device viewing allows specific targeting
- Child protection a significant contributor to purchasing decisions
- Engaging in new technology
Device Ownership
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- Smartphones the device of choice
- Parents engaged in new technologies
- Gaming isn’t just for the kids
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- Figure 12: Personal device ownership amongst parents, September 2018
- Parents must make judgement calls on smartphone and tablet ownership
- Smartphones offer older children a safety net
- The tablet is a device for all ages
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- Figure 13: Children’s personal ownership of devices, September 2018
- Figure 14: Children’s personal ownership of smartphones and tablets, by age of children in household, September 2018
Subscription Services
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- Phone contracts rarely shared within families
- Paid-for video appeals with a diverse offering
- Shopping delivery services tie purchases together under one account
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- Figure 15: Sharing of household paid subscription services, September 2018
Family Communication
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- Communications would benefit from a shift to instant messengers
- Home devices to encourage video calling
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- Figure 16: Digital communication methods between family members, September 2018
Media Consumption and Gaming
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- Family TV viewing remains a regular pastime
- Multi-device viewing allows specific targeting
- Gaming as a family activity
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- Figure 17: Media consumption and gaming behaviours, September 2018
Product Purchasing
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- Child protection a significant contributor to purchasing decisions
- “Pester power” continues to influence family purchasing
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- Figure 18: Parents’ responses to technology, September 2018
- Engaging in new technology
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- Figure 19: Parental concerns over the time their child spends online, by whether they find it difficult to keep up with the technology their child uses, September 2018
Family Relationship with Technology
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- Three quarters report a healthy balance of technology
- Technology’s important role in education
- Budget devices ensure more can benefit
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- Figure 20: Household technology behaviours, September 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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