Parents are buying into the Internet of Things.
Not only are they buying in, but many parents who own at least one IoT gadget plan to get another within the next month or two, based on a new study.
As CES kicks into high gear starting tomorrow, the study provides an encouraging view for marketers of connected products ranging from smart TVs to baby health tracking devices.
The study comprised a survey of 1,400 U.S. parents, mostly mothers, aged 18 to 44 years old, conducted by BabyCenter.
For those surveyed, BabyCenter defined the Internet of Things as including Amazon Dash buttons, baby health tracking devices, connected cars, health and fitness tracking devices, Internet-connected TV devices, smart baby and children’s toys, smart home and home security devices, smart kitchen appliances, smart nursery and baby gear, smart speakers with virtual assistants enabled, smart TVs and smart watches.
“This study clearly shows that IoT devices and voice controlled technology are making their lives easier, and at the same time, helping them feel like better parents,” said Julie Michaelson, head of global sales for BabyCenter. “As we move into CES this week, I’m looking forward to seeing and hearing about the latest capabilities for IoT.”
Most (71%) parents own one or more IoT devices and more than a third (37%) who own one plan to buy another within the next 30 to 60 days. More than a third (36%) of those who own a connected device say that the gadget makes them a better parent. Here, in order, are the IoT devices owned by parents, according to BabyCenter:
Marketers of cars also should note that Internet connectivity is becoming somewhat mainstream, with more than a third (37%) of parents saying that having a connected car will be an important consideration in their next auto purchase.
As to why parents buy IoT devices, it’s primarily to make their life easier. This is why parents purchased an Internet of Things device:
Interestingly, saving money is near the bottom of the list of why parents bought IoT devices. However, price seems to be a major consideration for those currently considering an IoT purchase. Here are the factors parents said would be important in solidifying their buying decision:
Two interesting tidbits in the study: Parents who own a smart device spend more time with media on a daily basis and most (53%) parents sometimes say ‘thank you’ to their virtual assistants.