Commentary

71% Of Parents Buy Into The Internet Of Things

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.

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“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:

  1. Smart TVs
  2. Internet connected TV devices
  3. Health, fitness tracking devices
  4. Smart baby/children’s toys
  5. Smart nursery/baby gear
  6. Smart home, home security devices
  7. Connected car
  8. Smart watch
  9. Smart speaker with virtual assistant enabled
  10. Baby health tracking devices
  11. Smart kitchen appliances
  12. Amazon Dash button

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:

  • 57% -- Make my life easier
  • 36% -- Save time
  • 29% -- Have more control
  • 26% -- Have the newest technology
  • 23% -- Safety, security
  • 21% -- Save money
  • 15% -- Have more data on my child’s health

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:

  • 59% -- Reduction in price
  • 47% -- More information about the device
  • 37% -- Compatibility with my other devices
  • 30% -- Knowing which devices will stick around

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.

6 comments about "71% Of Parents Buy Into The Internet Of Things".
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  1. Ed Papazian from Media Dynamics Inc, January 4, 2017 at 11:15 a.m.

    Of course adults who favor "smart" devices spend more time with the media, after all, that's the whole point, isn't it? Having lots of "smart" and "connected" devices around saves time that can be spent more fruitfully---by watching more TV, for instance.

  2. Chuck Martin from Chuck Martin replied, January 4, 2017 at 7:56 p.m.

    Yes, Ed, they for sure could do that with the new-found spare time.

  3. John Grono from GAP Research, January 4, 2017 at 6:12 p.m.

    Ed, I'm working on an app that will do my TV watching for me.

  4. Paula Lynn from Who Else Unlimited, January 5, 2017 at 5:51 p.m.

    And when just one goes off the track, what is it going to cost when everything goes hokey and what is going to cost to fix or replace them ?

  5. R MARK REASBECK from www.USAonly.US , January 10, 2017 at 8:42 p.m.

    My parents obviouly failed with 5 kids.  we had one TV, by invitation only. One rotary phone with a 25'  cord stretched to 39', spent time with us in the yard, took us places with a car that had points and plugs, no electronics, and we had a great life.  We know we have arrived  at Stupidville when you see a woman try to get 3 softdrinks at McDonalds for her kids, with one hand, cause she just can't figure out that it would be easier to slip that phone in her pocket or purse.....................Stupidville, population  Growing everyday!!!!

  6. Chuck Martin from Chuck Martin replied, January 10, 2017 at 9:03 p.m.

    And a mobile phone of those days, for any one who had one, would not fit in a pocket, Mark.

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