2022
9
UK Children and Technology Market Report 2022
2022-08-16T04:02:51+01:00
OX1125791
2195
154837
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Report
en_GB
"Parents' concerns over children’s screen time and digital stimulus as well as anxieties over the affordability of technology purchases, are mitigated by their understanding of the importance of children being…

UK Children and Technology Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Children and Technology Market Report examines parents’ attitudes toward their children’s use of technology, children’s access to and ownership of technology devices and the impact of inflation on technology purchases for children. This report covers the education technology market size, market forecast, market segmentation and industry trends for children and technology.   

 

Children’s Technology Market Overview

The pandemic elevated the importance of technology and increased the use of digital tools for work, entertainment and online shopping. Parents increasingly consider technology a priority for children, to aid their education and support their social lives, but increased pressure on household finances and rising energy bills will inevitably force many to reconsider purchases or opt for lower-priced options.

However, Mintel’s children and technology market report outlines how the cost of living crisis will create opportunities for value own brand technology lines to help consumers economise. Brands will also look at ways to spread the cost of children’s technology devices to help mitigate prohibitive upfront device costs.

Trends and Statistics on Children’s Use of Technology UK

Parents experience ongoing concerns about their children’s use of technology, with a third of parents saying that their child/ren has had a negative experience online. New metaverses have attracted headlines for exposing children to inappropriate content online. If safety can’t be guaranteed in new emerging virtual reality worlds, then innovative work can be undone in the children’s technology market as parents switch off. Children will need more guidance and perspective about what is and what isn’t healthy to share publicly. Similarly, parents need support to help children learn good digital habits.

Statistics on children’s use of technology UK

  • 70% of parents limit the amount of time their child/ren uses social media platforms.
  • 51% of UK children have access to a tablet.
  • 58% of parents are concerned that the COVID-19 outbreak has impacted their child/ren’s learning development.
  • 53% of parents admit that their child/ren knows more about technology than they do.

Future Opportunities for the Education Technology Market

Despite the financial pressures families face, and with four in 10 saying they worry about being able to afford the tech their children want, parents are also aware of the importance of immersing their child/ren within the education technology market. Parents’ desire to improve their child’s digital literacy will continue to power the growth of the children’s technology market. Many are also not willing to compromise on quality and technology purchasing is seen as a sacrifice parents are willing to make for their children, despite the near-term cost pressures many will face.

Now and in the near future, developers and brands will need to prioritise consumer safety with metaverse developments to ensure innovative safe places for children to experience.

To discover more about the UK Children and Technology Market Report 2023, read our UK Marketing to Parents Market Report 2022, or take a look at our other Technology Market Research.

Quickly Understand

  • The impact of COVID-19 on parental attitudes towards, and children’s use of technology.
  • The impact of inflation and the cost-of-living crisis on technology purchases for children.
  • Competitive strategies of brands operating in the market for children’s technology.
  • Children’s access to and ownership of technology devices.
  • Activities undertaken by children on smartphones, laptops or desktop computers.
  • Purchase intentions of new technology products.
  • Parental attitudes towards technology and digital interactions.

Covered in this Report

Brands: Lego, Pokemon, Epic, Disney, Apple, Google, Minecraft, Floreo, PixelMax.

Expert Analysis from a Specialist in the Technology Sector

This report, written by Emily Viberg, a leading analyst in the technology sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Parents’ concerns over children’s screen time and digital stimulus as well as anxieties over the affordability of technology purchases, are mitigated by their understanding of the importance of children being equipped with the digital skills to navigate modern life. In fact, parents are willing to make sacrifices to pay for new technology purchases rather than second-hand and often have a preference for premium paid-for app experiences.”

Joe Birch

Joe Birch
Consumer Technology Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for children and technology
      • Figure 1: Category outlook, 2022-27
    • The market
    • Inflation and supply chain pressures conspire to create challenging environment for both tech brands and families
      • Figure 2: Parents’ spending changes since the start of the pandemic, 2021
    • Parents are hands-on when it comes to social media use of children
      • Figure 3: Adult behaviours relating to their children’s social media use, 2022
    • Companies and brands
    • Brands look at building metaverses for kids
    • Smartwatches and wearables for kids can help with routines, fitness goals and give parents peace of mind
    • The consumer
      • Figure 4: Selected technology devices youngest child has access to and personally owns, 2022
    • Clear divide for devices used for work and play
      • Figure 5: Activities undertaken on technology devices, 2022
    • Offer flexible and value-driven ways to help support tech purchasing
      • Figure 6: Intentions to purchase technology devices for youngest child in next 12 months, 2022
    • With cost uppermost in parents’ minds, value purchases will be more important than having the latest features
      • Figure 7: Factors influencing purchase decision of new technology purchases for parents, 2022
    • Support parents to see the warning signs of technological dependency
      • Figure 8: Attitudes towards technology and digital behaviours, 2022
    • Parents are open to a premium app experience
      • Figure 9: Attitudes towards technology, 2022
  3. Issues and Insights

    • Despite squeezed finances, parents will seek to prioritise spending for children
    • Help parents promote healthy technology habits with their children
  4. Market Drivers

    • The conflict in Ukraine will hurt the UK economy
    • Consumers’ financial wellbeing has slipped from its recent high point
      • Figure 10: Household financial sentiment index, 2016-22
    • The COVID-19 pandemic still has a legacy of education gaps which tech can help fill
      • Figure 11: Parents’ spending changes since the start of the pandemic, 2021
    • Spending in digital children’s entertainment increased due to the pandemic
      • Figure 12: Parents’ spending changes since the start of the pandemic, 2021
    • Households with children are driving uptake of paid-for streaming services, but cost-of-living crisis can hit growth
      • Figure 13: Sources of video and TV viewing in last three months, 2022
  5. Market Context

    • The five-year outlook for children and technology
      • Figure 14: Category outlook, 2022-27
    • Children as young as 5 have social media accounts according to Ofcom
    • Parents are hands-on when it comes to children using social media
      • Figure 15: Adult behaviours relating to their children’s social media use, 2022
    • No social media brand stands out highly for trust
      • Figure 16: Social media brands that consumers trust, 2022
    • Brands’ innovative work in metaverses will be for nothing if safety can’t be guaranteed
    • Encourage positive use of technology
  6. Regulatory and Legislative Changes

    • Online safety bill passes second hearing in House of Commons
  7. Competitive Strategies

    • Brands look at building metaverses for kids
    • Epic and LEGO announce family-focused metaverse
    • Banking on an augmented reality future
    • Disney hopes to bring magic to the metaverse
    • Virtual reality opens up new possibilities in children’s development and life skills
    • Virtual hospitals can create a reassuring digital world to help prepare children for hospital visits
      • Figure 17: 3D replica of the radiology department of Manchester’s Alder Hey Children’s Hospital, 2022
    • Virtual reality can help kids with learning difficulties develop life skills
    • UK children unleash creative side to build immersive worlds
    • Cricket franchise The Hundred uses Fortnite to engage children in building a dream cricket stadium
    • Big Tech looks to push safety features of newest software
    • Apple adds safety features to 15.5 operating system
    • Google announces new partnerships and safety features on Safer Internet Day
    • Mental health solutions aimed at children spring up amidst increasing rates of mental disorders
    • Smartwatches and wearables for kids can help with routines, fitness goals and give parents peace of mind
    • Voice Control innovations look set to cater to younger users
  8. Children’s Access to, and Ownership of, Technology Devices

    • Prioritise benefits of brand ecosystems for seamless household connectivity
      • Figure 18: Selected technology devices youngest child has access to, by age of child, 2022
    • Target life transitions to boost personal ownership of technology devices
      • Figure 19: Selected technology devices youngest child personally owns, by age of child, 2022
  9. Activities Undertaken on Technology Devices

    • Clear divide for devices used for work and play
      • Figure 20: Activities undertaken on technology devices, 2022
    • Target families to boost streaming video uptake
    • Social media and YouTube offer opportunities for brands to engage with children who are shopping
    • Help children develop rules of thumb for safe navigation of digital spaces
      • Figure 21: Activities undertaken on technology devices, 2022
  10. Purchase Intentions of New Technology Products for Children

    • Bundle up content and hardware with sales of technology for children
    • Child-friendly smartwatches can bring peace of mind and help engender healthy habits
    • Sell voice controllers as a support for household routines and positive behaviour
      • Figure 22: Intentions to purchase technology devices for youngest child in next 12 months, 2022
    • Look at tech subscriptions and leasing to keep children in a brand ecosystem
    • Offer flexible and value-driven ways to help support tech purchasing
    • Cater to parents in different financial circumstances
      • Figure 23: Intentions to purchase technology devices for youngest child in next 12 months, by financial situation, 2022
  11. Important Factors when Purchasing Technology Devices for Children

    • With cost uppermost in parents’ minds, value purchases will be more important than having the latest features
    • Parents will seek out easy-to-use technology to feel in control
      • Figure 24: Factors influencing purchase decision of new technology purchases for parents, 2022
  12. Technology for Development and Creativity

    • Use technology to unlock the developmental power of creativity
      • Figure 25: Attitudes towards technology, 2022
    • Music has the ability to boost learning and social skills in children
      • Figure 26: Attitudes towards technology and digital behaviours, 2022
    • Use the power of digital storytelling and technology to broaden young minds and boost engagement
    • Support parents to see the warning signs of technological dependency
      • Figure 27: Attitudes towards technology and digital behaviours, 2022
  13. Keeping Children Safe in Digital Spaces

    • Create digital buddies to help mitigate online risks
      • Figure 28: Attitudes towards technology and digital behaviours, 2022
    • Parents are open to the premium app experience
    • Brands need to be wary of becoming collateral damage in the metaverse
    • Despite the cost-of-living crisis biting, new technology is seen as a sacrifice parents are willing to make
      • Figure 29: Attitudes towards technology, 2022
  14. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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