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市场调查报告书

有小孩的家庭:主要的技术购买者

Households with Children: Dominant Tech Purchasers

出版商 Parks Associates 商品编码 941799
出版日期 内容资讯 英文 92 Slides
商品交期: 最快1-2个工作天内
价格
有小孩的家庭:主要的技术购买者 Households with Children: Dominant Tech Purchasers
出版日期: 2020年06月12日内容资讯: 英文 92 Slides
简介

在美国,有孩子的家庭仅有30%,但是这些家庭具有话语权,在电子产品及家庭服务上支出的费用都相当高。有孩子的家庭是技术思想领导者,是市场的意见领袖。

此报告针对美国的主要技术购买者,也就是有孩子的家庭进行研究,分析他们的需求及态度,目前的持有率,购入计画,以及COVID-19在个人及经济面的影响。

目录

已回答的主要疑问

研究方法

2020年第一季的研究方法

COVID-19与研究时间表

宽频家庭的定义

定义及缩写

Reading Parks Associates的图表

重点摘要

  • 有孩子的家庭:可支配购买的族群
  • 主要研究结果以及对市场的影响

有小孩的宽频家庭

  • 有孩子的家庭市场规模及小孩年龄
  • 家庭内小孩的年龄分布
  • 收入的细项:小孩人数
  • 家庭收入:小孩的年龄
  • 配偶/伴侣的存在:小孩的年龄
  • 家长的教育水准:小孩的年龄
  • 有小孩/没有小孩的家庭采用技术的机率
  • 有小孩/没有小孩的家庭所有权数据

智能家居产品

  • 智能家居设备的拥有
  • 主要拥有的设备:小孩的年龄
  • 拥有的设备:回答者的年龄
  • 主要拥有的设备:家庭收入
  • 拥有的设备:住宅区域大小
  • 智能家居设备的净推荐值(NPS):小孩在家

促进购买智能家居的因素

  • 影响购买智能家居设备的优点
  • 影响购买智能家居设备的优点:小孩在家
  • 购买智能家居设备的信心:小孩在家
  • 购买智能家居设备过程
  • 购买智能家居设备过程:小孩在家
  • 购买智能家居设备的意愿:年龄
  • 购买智能家居设备的意愿:小孩在家

CE及娱乐服务

  • 家庭影像服务的普及率:小孩人数
  • 每个BB HH的CE /运算/行动/智慧音箱设备的平均拥有数量
  • 运算/行动设备的拥有:小孩人数
  • 拥有音源/新兴设备:小孩人数
  • 拥有音源/新兴设备:小孩的年龄
  • 最近购入的家电产品及购入意愿:小孩人数
  • 家电产品的购入意愿:主要原因
  • 在有小孩的过程中购入的前五种设备
  • 有购入意愿的设备:小孩在家
  • 消费者态度:小孩人数
  • 消费者态度:小孩的年龄

数据安全产品,服务,以及担忧

  • 采用的关键数据安全服务
  • 担心小孩会未经授权连接到智能家居设备
  • 适合家长的网站及行动应用程式使用范例:小孩的年龄
  • 各领域的支出:小孩人数
  • 购入防止骇客设备的趋势及意愿
  • 采用数据安全服务
  • 采用数据安全服务:小孩在家

居家安全系统

  • 拥有居家安全系统
  • 拥有居家安全系统:专门服务及自我监测服务
  • 专门监控服务的订阅
  • 对住宅安全的疑虑
  • 拥有安全系统:年龄
  • 拥有安全系统:家庭收入
  • 拥有安全系统:小孩的年龄
  • 拥有互动式安全系统:小孩在家
  • 推动购买安全系统的因素:小孩在家
  • 对安全系统功能的兴趣提高:小孩在家

家长使用数位工具

  • 适合家长的网站/行动应用程式的使用范例
  • 适合家长的网站/行动应用程式的使用范例前七名:家长的教育水准
  • 网站/行动应用程式的使用范例前七名:家长的年龄
  • 适合家长的网站/行动应用程式的使用范例前七名:居住地区

COVID-19的影响

  • COVID-19对整体经济的影响
  • COVID-19对雇用状况的影响
  • COVID-19引发消费者的担忧
  • COVID-19对有孩子的家庭的影响
  • 至少购入一项家电产品的意愿
  • 家电产品的购入意愿:按关键因素划分

附录

目录

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