SYNOPSIS:
Only 30% of US households have children at home, but these households pack a punch in terms of opinion power and money spent on electronics and home services. Households with children are technology thought leaders and market influencers. They provide the viewing and product recommendations to the general population. This consumer research examines this key segment, their desires and attitudes, current ownership rates, and planned purchases, as well as the personal and economic impact of COVID-19.
ANALYST INSIGHT:
"Households with children are technology thought leaders and market influencers. They provide the viewing and recommending experiences for new products to other buyers. Their assessments, of specific brands and product types, guide the overall marketplace." - Jennifer Kent, Senior Director, Parks Associates.
Table of Contents
Key Questions Answered
Survey Methodology
Survey Methodology for Q1 2020
COVID-19 and Survey Timeline
Defining Heads of Broadband Households
Definitions and Abbreviations
Reading Parks Associates Charts
Executive Summary
- Households with Children: A Dominant Buying Group
- Key Findings and Market Impact
Broadband Households with Children at Home
- Market Size of Households with Children and Age of Child (Q1/20)
- Age Distribution For Heads of Households by Age of Children (Q4/19)
- Income Breakdown by Number of Children (Q1/20)
- Household Income by Age of Children (Q4/19)
- Presence of Spouse/Partner by Age of Children (Q4/19)
- Educational Level of Heads of Households by Age of Children (Q4/19)
- Technology Adoption in Households with/without Children (4Q/19)
- Ownership Data for Households with and without Children at Home
Smart Home Products
- Smart Home Device Ownership (2014 - 2019)
- Selected Device Ownership by Age of Children (Q4/19)
- Device Ownership by Age of Respondents (Q4/19)
- Selected Device Ownership by Household Income (Q4/19)
- Device Ownership by Size of Residence (Q4/19)
- Net Promoter Score (NPS) of Smart Home Devices by Children at Home (Q4/19)
Smart Home Purchase Drivers
- Benefits Influencing Smart Home Device Purchases
- Benefits Influencing Smart Home Device Purchases By Children at Home
- Smart Home Device Purchase Confidence By Children at Home (Q4/19)
- Purchase Process of Smart Home Device (Q4/19)
- Smart Home Device Purchase Process by Children at Home (Q4/19)
- High Intention to Purchase Smart Home Devices by Age (Q4/19)
- High Intention to Purchase Smart Home Devices by Children at Home (Q4/19)
CE and Entertainment Services
- Home Video Service Penetration by Numbers of Children (Q1/20)
- Total Average Number of CE/Computing/Mobile/Smart Speaker Devices Owned Per BB HH (Q1/20)
- Computing/Mobile Device Ownership by Number of Children (Q1/20)
- Audio/Emerging Device Ownership by Number of Children (Q1/20)
- Audio/Emerging Device Ownership by Age of Children (Q1/20)
- Consumer Electronic Device Recent Purchases and Purchase Intention by Number of Children (Q1/20)
- Consumer Electronic Product Purchase Intention by Key Factors (Q1/20)
- Top 5 Most Devices Purchased in Year 2019 by # of Children at Home (Q1/20)
- Devices Intended to Purchase by Children at Home (Q1/20)
- Consumer Attitudes by Number of Children (Q1/20)
- Consumer Attitudes by Age of Children (Q1/20)
Data Security Products, Services, and Concerns
- Top Data Security Services Adopted According to Number of Children (Q4/19)
- Concern about Children Being Impacted by Unauthorized Access to Smart Home Device (Q4/19)
- Use Cases of Websites/Mobile Apps for Parents by Age of Children (Q4/19)
- Spending Segments by Number of Children (Q4/19)
- Preference and Willingness to Pay More for a Hack-proof Device Among Intenders (Q4/19)
- Adoption of Data Security Services (Q4/19)
- Adoption of Data Security Services by Children at Home (Q4/19)
Home Security Systems
- Home Security System Ownership (2014 - 2019)
- Home Security System Ownership: Professional vs. Self-Monitored Services (Q4/19)
- Professional Monitoring Service Subscription (2014 - 2019)
- Concern for Residential Security by Children at Home (Q4/19)
- Security System Ownership by Age (Q4/19)
- Security System Ownership by Household Income (Q4/19)
- Security System Ownership by Age of Children (Q4/19)
- Ownership of Interactive Security System by Children at Home (Q4/19)
- Security System Purchase Drivers by Children at Home (Q4/19)
- High Interest in Security System Features by Children at Home (Q4/19)
Use of Digital Tools by Parents
- Use Cases of Websites/Mobile Apps for Parents (Q4/19)
- Top 7 Use Cases of Websites/Mobile Apps for Parents by Education Level (Q4/19)
- Use Cases of Websites/Mobile Apps for Parents by Education Level, Cont. (Q4/19)
- Top 7 Use Cases of Websites/Mobile Apps by Parents' Age (Q4/19)
- Use Cases of Websites/Mobile Apps for Parents by Age, Cont. (Q4/19)
- Top 7 Use Cases of Websites/Mobile Apps for Parents by Area of Residence (Q4/19)
- Use Cases of Websites/Mobile Apps for Parents by Area of Residence, Cont. (Q4/19)
Impact of COVID-19
- Overall Economic Impact of COVID-19 (Late March 2020)
- Impact of COVID-19 on Employment Status (Late March 2020)
- Consumer Concerns Due to COVID-19 (Late March 2020)
- Impact of COVID-19 on Households with Children (Q1/20)
- Intention to Purchase At Least One Consumer Electronics Device
- Consumer Electronic Product Purchase Intention by Key Factors (Q1/20)
Appendix
