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Technology Habits of Families - UK - November 2018

“Parents are tasked with making sure their family has a healthy relationship with technology. Access to tech can have huge benefits, supporting family communications and other aspects of home life, as well as a child’s education and their own social life. However, these benefits must be balanced against the potential for overuse, digital addiction, and access to inappropriate content.”

– Andrew Moss, Consumer Technology Analyst

This report examines the following issues:

  • Helping families manage their relationship with technology
  • Technology in the home: The group or the individual

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Table of contents

  1. Overview

    • What you need to know
      • Consumer research sample
        • Products covered in this Report
        • Executive Summary

            • The market
              • Households with children hit 100% internet connectivity
                • Wearables and apps offer solutions for monitoring a child’s activities
                  • Digital assistants promoted as tools for the family
                    • Parents disapprove of online role models
                      • Figure 1: Figures parents consider to be good role models for their children, July 2018
                    • Household rules and managing digital addiction
                      • The role of digital literacy in academic performance
                        • Companies and brands
                          • “Family Link” provides smartphone monitoring to parents
                            • Apple adds multiple family-oriented features
                              • Amazon unveils the next generation of the Echo Show
                                • Facebook Portal a new entrant to the voice-controlled hardware market
                                  • Little Baby Bum YouTube channel to expand to TV
                                    • “Contains in-app purchasing” logo introduced to PEGI ratings
                                      • The consumer
                                        • Smartphones the device of choice
                                          • Parents engaged in new technologies
                                            • Parents must make judgement calls on smartphone and tablet ownership
                                              • Figure 2: Personal device ownership amongst parents, September 2018
                                              • Figure 3: Children’s personal ownership of devices, September 2018
                                            • Phone contracts rarely shared within families
                                              • Shopping delivery services tie purchases together under one account
                                                • Figure 4: Sharing of household paid subscription services, September 2018
                                              • Communications would benefit from a shift to instant messaging
                                                • Home devices to encourage video calling
                                                  • Figure 5: Digital communication methods between family members, September 2018
                                                • Family TV viewing remains a regular pastime
                                                  • Child protection a significant contributor to purchasing decisions
                                                    • Engaging in new technology
                                                      • Three quarters report a healthy balance of technology
                                                        • Figure 6: Household technology behaviours, September 2018
                                                      • What we think
                                                      • Issues and Insights

                                                        • Helping families manage their relationship with technology
                                                          • The facts
                                                            • The implications
                                                              • Technology in the home: The group or the individual
                                                                • The facts
                                                                  • The implications
                                                                    • Digital assistants connecting family members
                                                                      • Individual device ownership offers a direct route to target markets
                                                                      • The Market – What You Need to Know

                                                                        • Households with children hit 100% internet connectivity
                                                                          • Solutions for monitoring a child’s activities
                                                                            • Digital assistants promoted as tools for the family
                                                                              • Parents disapprove of online role models
                                                                                • Household rules and managing digital addiction
                                                                                • Market Background

                                                                                  • Households with children hit 100% internet connectivity
                                                                                    • Wearables and apps offer solutions for monitoring a child’s activities
                                                                                      • Figure 7: Parental tracking of, and interest in tracking, their children using an app or technological device, August 2018
                                                                                    • Digital assistants promoted as tools for the family
                                                                                      • Parents disapprove of online role models
                                                                                        • Figure 8: Figures parents consider to be good role models for their children, July 2018
                                                                                      • The GDPR-K
                                                                                        • Household rules and managing digital addiction
                                                                                          • Figure 9: Reasons for cutting down on social media use, April 2018
                                                                                        • The role of digital literacy in academic performance
                                                                                        • Companies and Brands – What You Need to Know

                                                                                          • Family Link provides smartphone monitoring to parents
                                                                                            • Apple adds multiple family-oriented features
                                                                                              • Amazon, Facebook, and Google offering smart screens for the home
                                                                                                • “Contains in-app purchasing” logo introduced to PEGI ratings
                                                                                                • Launch Activity and Innovation

                                                                                                  • “Family Link” provides smartphone monitoring to parents
                                                                                                    • Apple adds multiple family-oriented features
                                                                                                      • Amazon, Facebook and Google offering smart screens for the home
                                                                                                        • Amazon unveils the next generation of the Echo Show
                                                                                                          • Facebook Portal a new entrant to the voice-controlled hardware market
                                                                                                            • Google produces its own smart screen
                                                                                                              • Figure 10: Google Home Hub
                                                                                                            • Little Baby Bum YouTube channel to expand to TV
                                                                                                              • “Contains in-app purchasing” logo introduced to PEGI ratings
                                                                                                                • Figure 11: The new PEGI content descriptor for in-game purchasing
                                                                                                            • The Consumer – What You Need to Know

                                                                                                              • Smartphones the device of choice
                                                                                                                • Parents engaged in new technologies
                                                                                                                  • Parents must make judgement calls on smartphone and tablet ownership
                                                                                                                    • Phone contracts rarely shared within families
                                                                                                                      • Communications would benefit from a shift to instant messaging
                                                                                                                        • Home devices to encourage video calling
                                                                                                                          • Multi-device viewing allows specific targeting
                                                                                                                            • Child protection a significant contributor to purchasing decisions
                                                                                                                              • Engaging in new technology
                                                                                                                              • Device Ownership

                                                                                                                                • Smartphones the device of choice
                                                                                                                                  • Parents engaged in new technologies
                                                                                                                                    • Gaming isn’t just for the kids
                                                                                                                                      • Figure 12: Personal device ownership amongst parents, September 2018
                                                                                                                                    • Parents must make judgement calls on smartphone and tablet ownership
                                                                                                                                      • Smartphones offer older children a safety net
                                                                                                                                        • The tablet is a device for all ages
                                                                                                                                            • Figure 13: Children’s personal ownership of devices, September 2018
                                                                                                                                            • Figure 14: Children’s personal ownership of smartphones and tablets, by age of children in household, September 2018
                                                                                                                                        • Subscription Services

                                                                                                                                          • Phone contracts rarely shared within families
                                                                                                                                            • Paid-for video appeals with a diverse offering
                                                                                                                                              • Shopping delivery services tie purchases together under one account
                                                                                                                                                • Figure 15: Sharing of household paid subscription services, September 2018
                                                                                                                                            • Family Communication

                                                                                                                                              • Communications would benefit from a shift to instant messengers
                                                                                                                                                • Home devices to encourage video calling
                                                                                                                                                  • Figure 16: Digital communication methods between family members, September 2018
                                                                                                                                              • Media Consumption and Gaming

                                                                                                                                                • Family TV viewing remains a regular pastime
                                                                                                                                                  • Multi-device viewing allows specific targeting
                                                                                                                                                    • Gaming as a family activity
                                                                                                                                                      • Figure 17: Media consumption and gaming behaviours, September 2018
                                                                                                                                                  • Product Purchasing

                                                                                                                                                    • Child protection a significant contributor to purchasing decisions
                                                                                                                                                      • “Pester power” continues to influence family purchasing
                                                                                                                                                        • Figure 18: Parents’ responses to technology, September 2018
                                                                                                                                                      • Engaging in new technology
                                                                                                                                                        • Figure 19: Parental concerns over the time their child spends online, by whether they find it difficult to keep up with the technology their child uses, September 2018
                                                                                                                                                    • Family Relationship with Technology

                                                                                                                                                      • Three quarters report a healthy balance of technology
                                                                                                                                                        • Technology’s important role in education
                                                                                                                                                          • Budget devices ensure more can benefit
                                                                                                                                                            • Figure 20: Household technology behaviours, September 2018
                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                            • Abbreviations
                                                                                                                                                              • Consumer research methodology

                                                                                                                                                              Technology Habits of Families - UK - November 2018

                                                                                                                                                              US $2,552.20 (Excl.Tax)