Who can quantify the pride or commitment of a parent? On social networks, I often see a parent sharing their happiness about their child reaching an educational milestone.
One measure of parental pride, dedication, or support could include the investment they make in tools to help their children grow and learn. Technology spending among adults with children continues to increase, and especially so among those with younger school-age children.
As released in our most recent wave of Technology User Profile – TUP 2017 US – our research shows that spending on home technology devices and services has increased both in volume and breadth. The number of Connected Adults with school-age children has grown, and so has their average tech spending. In TUP 2015, we found that 72.5 million Connected Adults were in households with Children. That grew to 81.2 million, as ascertained in our TUP 2017 wave.
The average (mean) annual amount spent on technology devices and services is strikingly stronger for households with children than for those without children. The average annual tech spend increased from $7.4k to nearly $11k within only the last two years – from the TUP 2015 to TUP 2017 survey. During this same time, homes without children increased their tech spending, although the growth has not been as substantial. Among adults with no children, average spending rose from $5.9k to $6.7k over those three study years.
Drilling down into the TUP data just a little deeper, I noticed a more interesting difference among households with children in their tech spending. Homes with younger school-age children (age 6-11) are spending the most on home technology devices and services. Meanwhile, households with either the oldest or the youngest children have increased spending, although not by as many dollars.
While not all home technology is being bought solely for the use of kids, there’s a strong association. For example, more than one-in five (22%) adults with children in their household specifically print items for children/teen education.
Also, Connected Adults with school-age children (6-17) are 20% or more likely than the average to be using a Home All-in-One PC, Apple Home Mac, or Home Tablet.
Parents have been some of the biggest tech spenders for decades, and this recent increase in investment bodes well for the tech market as well as for the next wave of children. Each successive generation has become more comfortable with and reliant on technology devices and services. I expect this momentum to continue as each new generation of new parents uses what they know to support their children’s education and future.
The information in this TUPdate is based on the three most recent waves of Technology User Profile (TUP) – the TUP 2015, 2016, and 2017 waves into the US. Current TUP subscribers can tap into these and additional similar results about adults with children in the UK, Germany, China, and India. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.
Every Step You Take – Smartphone Step-Trackers – a TUPdate by Dan Ness, March 24, 2017
Baby steps count, as long as they’re in the right direction. Digital health promises positive outcomes for a wide range of people. However, like gym memberships and home treadmills, they don’t do much unless people use them. A first step for many is to use what’s handy. Most Smartphones can track a user’s steps, and many are being used for that purpose, although use isn’t as widespread as Fitness Trackers or Smartwatches.
Mobile phones dominate home-owned connected devices as the ones used by the greatest number of U.S. adults. As of our MetaFacts TUP 2016 US survey, 87% of U.S. adults used a smartphone or basic cell phone that was home-owned. Slightly trailing mobile phones, 81% of adults use a home PC. Media tablets are a distant third place, at 63% of U.S. adults.
MetaFacts defines home-owned devices as those which were acquired with personal funds. As released in our other MetaFacts TUP research, a substantial share of U.S. adults also use employer-provided, self-employment, school-owned, public, or other devices which are owned by someone other than themselves.
Within mobile phones, home-owned smartphones outnumber home-owned basic cell phones, with nearly two-thirds (72%) of U.S. adults using a smartphone and just over one-fourth (27%) using a basic cell phone.
Among home PCs, desktops and Microsoft Windows PCs dominate. Home notebooks have grown to reach almost half (49%) of U.S. adults. Although the tech-savvy consider Windows XP and Vista PCs to be passé and even dangerously unprotected from malware, 4% of U.S. adults are still actively using Home PCs with these operating systems. While adoption of tech products can often be rapid, retirement of older technology from the active installed base can take much longer than many may expect. Continue reading “What is the penetration of home-owned computing devices? (MetaFAQs)”
Tablet-First. Is it a thing? – a TUPdate by Dan Ness, February 17, 2017
Which comes first – Smartphone? Tablet? Notebook? For a small and steadily growing segment, the tablet comes first as the primary connected device.
Over the last three years, the share of connected adults using a tablet as their primary device has expanded. In our 2014 wave of TUP, we found that 6% of adults were using a tablet as their primary device – before a PC, mobile phone, or game console. In TUP 2015, the Tablet-First rate had grown to 7% and by TUP 2016, reached 9%.
It’s not as if these Tablet-First users are only using a tablet. Among Tablet-First users, half (50%) use a Smartphone as their secondary device, followed distantly by a Tower Desktop (15%), Basic cell phone (10%), and Notebook PC (9%). Continue reading “Tablet-First. Is it a thing? (TUPdate)”