表紙
市場調查報告書

有小孩的家庭:主要的技術購買者

Households with Children: Dominant Tech Purchasers

出版商 Parks Associates 商品編碼 941799
出版日期 內容資訊 英文 92 Slides
商品交期: 最快1-2個工作天內
價格
有小孩的家庭:主要的技術購買者 Households with Children: Dominant Tech Purchasers
出版日期: 2020年06月12日內容資訊: 英文 92 Slides
簡介

在美國,有孩子的家庭僅有30%,但是這些家庭具有話語權,在電子產品及家庭服務上支出的費用都相當高。有孩子的家庭是技術思想領導者,是市場的意見領袖。

此報告針對美國的主要技術購買者,也就是有孩子的家庭進行研究,分析他們的需求及態度,目前的持有率,購入計畫,以及COVID-19在個人及經濟面的影響。

目錄

已回答的主要疑問

研究方法

2020年第一季的研究方法

COVID-19與研究時間表

寬頻家庭的定義

定義及縮寫

Reading Parks Associates的圖表

重點摘要

  • 有孩子的家庭:可支配購買的族群
  • 主要研究結果以及對市場的影響

有小孩的寬頻家庭

  • 有孩子的家庭市場規模及小孩年齡
  • 家庭內小孩的年齡分佈
  • 收入的細項:小孩人數
  • 家庭收入:小孩的年齡
  • 配偶/伴侶的存在:小孩的年齡
  • 家長的教育水準:小孩的年齡
  • 有小孩/沒有小孩的家庭採用技術的機率
  • 有小孩/沒有小孩的家庭所有權數據

智能家居產品

  • 智能家居設備的擁有
  • 主要擁有的設備:小孩的年齡
  • 擁有的設備:回答者的年齡
  • 主要擁有的設備:家庭收入
  • 擁有的設備:住宅區域大小
  • 智能家居設備的淨推薦值(NPS):小孩在家

促進購買智能家居的因素

  • 影響購買智能家居設備的優點
  • 影響購買智能家居設備的優點:小孩在家
  • 購買智能家居設備的信心:小孩在家
  • 購買智能家居設備過程
  • 購買智能家居設備過程:小孩在家
  • 購買智能家居設備的意願:年齡
  • 購買智能家居設備的意願:小孩在家

CE及娛樂服務

  • 家庭影像服務的普及率:小孩人數
  • 每個BB HH的CE /運算/行動/智慧音箱設備的平均擁有數量
  • 運算/行動設備的擁有:小孩人數
  • 擁有音源/新興設備:小孩人數
  • 擁有音源/新興設備:小孩的年齡
  • 最近購入的家電產品及購入意願:小孩人數
  • 家電產品的購入意願:主要原因
  • 在有小孩的過程中購入的前五種設備
  • 有購入意願的設備:小孩在家
  • 消費者態度:小孩人數
  • 消費者態度:小孩的年齡

數據安全產品,服務,以及擔憂

  • 採用的關鍵數據安全服務
  • 擔心小孩會未經授權連接到智能家居設備
  • 適合家長的網站及行動應用程式使用範例:小孩的年齡
  • 各領域的支出:小孩人數
  • 購入防止駭客設備的趨勢及意願
  • 採用數據安全服務
  • 採用數據安全服務:小孩在家

居家安全系統

  • 擁有居家安全系統
  • 擁有居家安全系統:專門服務及自我監測服務
  • 專門監控服務的訂閱
  • 對住宅安全的疑慮
  • 擁有安全系統:年齡
  • 擁有安全系統:家庭收入
  • 擁有安全系統:小孩的年齡
  • 擁有互動式安全系統:小孩在家
  • 推動購買安全系統的因素:小孩在家
  • 對安全系統功能的興趣提高:小孩在家

家長使用數位工具

  • 適合家長的網站/行動應用程式的使用範例
  • 適合家長的網站/行動應用程式的使用範例前七名:家長的教育水準
  • 網站/行動應用程式的使用範例前七名:家長的年齡
  • 適合家長的網站/行動應用程式的使用範例前七名:居住地區

COVID-19的影響

  • COVID-19對整體經濟的影響
  • COVID-19對僱用狀況的影響
  • COVID-19引發消費者的擔憂
  • COVID-19對有孩子的家庭的影響
  • 至少購入一項家電產品的意願
  • 家電產品的購入意願:按關鍵因素劃分

附錄

目錄

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