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Man using VR headset while the kids watch

Part 3: Child's Play

How kids drive the tech-buying behaviors of adults.

The kids are in the driver’s seat

One of the most surprising and accurate predictors of what tech people buy that we uncovered is whether respondents live with children. Households with kids tend to buy more tech than those without kids. Let’s look at this phenomenon:

Family sitting together on a couch and using a tablet device

Parents adopt new tech quickly

Caretakers do too. While most people tend to wait until new tech is popular before they try it (39%), those with children are often either the very first (22% vs. 16% of all people) or among the first (29% vs. 23%).

A woman's headshot on a purple background surrounded by devices

They already have 10 devices

People with kids are far more likely to own a number of smart devices—like tablets, smart watches, smart TVs, and home security devices—than those without kids. They’re also twice as likely to own a gaming console and a VR/AR headset.

A family using a refrigerator. 1/4 plan to purchase a smart appliance.

People with kids make plans

Far more people with kids intend to make a first-time purchase of an entertainment system, smart home device, or smart appliance than those without children. In fact, 1 in 4 consumers with kids will buy a smart appliance in the next 12 months.

Grandpa and son playing a video game. The son is cheering.

The motivations are different

When it comes to motivation for buying tech, there are big differences between the kids vs. no kids groups. More people with kids buy tech for a smart home transformation, school, and environmental reasons, than those without kids.

Why are kids driving tech consumption?

Here’s why having children in your household often predicts the way you buy and use tech:

Mom and daughter hugging and laughing while using a phone

Living with children helps adults stay up to date with the latest devices. The kids demand it.

Kid laying in bed playing with a Nintendo Switch

Adults are looking to technology to help them both “entertain” and “educate” their kids.

Woman and young boy using a laptop

Adults want to keep up with tech to give their children a strong grounding in tech fluency.

Young girl using a phone in a store

Adults are tasking kids with either influencing or making tech decisions in the household.

Close up shot of a laptop with hands on the keys

Adults are turning to tech to give them back a little time from their hectic daily schedules.

Dad with his two daughters using a laptop

In most child-rearing homes, the parents are likely Millennials or a younger demographic.