This document summarizes research from surveys of mothers and their children about purchasing habits for apps and connected toys. Some key findings include: - 53% of children own a smart connected toy like a phone-controlled robot or doll with an app - Mothers typically decide what to purchase and are influenced by their children's preferences - Educational value and the ability to engage with the toy together are top reasons mothers agree to connected toy purchases - Mothers carefully research apps and connected toys, looking at reviews and brand history before purchasing - Educational apps that promote individual play are most popular, and sound quality is an important factor for many mothers

1. Marketing to Moms and Their Digital Families

2. • Two surveys (one for moms, one for kids) reveals trends and favorites
• Research Goals: Why Do They Buy? What Influences Buying Decisions? What Do Brands
Need to Know?
• Ages and genders of children:
Moms and Their Digital Families
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3. Moms and Their Digital Families
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• 53% of children own a smart connected toy. Examples: Smart phone-controlled robot,
dolls with apps, customizable, interactive plush

4. Who Buys
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• Typically, the person who decides to purchase an app/toy is:
• Parents report that their children have an influence on their purchasing decision:

5. • Moms say “yes” to connected toy purchases, 38% say “it looks educational”, another
20% because “it’s something we can do together”
What Moms Buy
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• Top features moms look for in apps:
• 82% of moms prefer to download apps for individual play over apps that are multi-
player
• 52% of moms say that music selection or sound quality is somewhat important when
making the decision to buy, 23% say it is extremely important

6. • Moms are buying year round
– Birthdays and holidays are top reasons to buy, but surprising number of moms – 35% - buy any time
• Aspects driving purchases of apps/connected toys:
Why Moms Buy
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• 86% of moms say that reports/insights into how their child is playing an app/learning
game is important

7. • 83% of moms are extremely likely to research an app before purchasing
• 66% scrutinize connected toy purchases more than traditional toys.
• Where they look:
Why Moms Buy
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• Majority of moms – 54% - like the idea of a place where they could test out/kids could
play with a connected toy before they buy
• How often moms are reviewing the apps they purchase:

8. • Moms hear about latest connected toys and apps:
Why Moms Buy
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• Almost every mom in the survey (96%) looked for an app in an app store
• Key Search Terms:

9. • More than 92% of moms say that brand and brand history is important when
considering an app purchase:
Why Moms Buy
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10. • When it comes to purchasing an app, moms are willing to pay:
Moms and Money
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11. • 93% of moms pay for between 1 and 3 subscription apps.
Moms and Money
• And 90% are willing to pay up to $6 monthly
• 68% of moms almost never allow their child to make in-app purchases, the remaining
allow purchases every so often:
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12. • Moms are allocating how much time their children are spending on daily use of apps:
Mom: The Play Keeper
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• And who they’re playing with:

13. • 81% of children have played consistently with between 1 and 6 apps in the last month:
Mom: The Play Keeper
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• Where are children engaging with their apps the most?

14. • The most popular devices used to access apps:
Mom: The Play Keeper
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• 74% of moms download apps on more than 1 device

15. • Moms are cautious. When kids are online, 40% say a parent is usually with them, 28%
of moms are always watching
• Kids find out about new connected toys, games and apps from:
What Kids Are Saying
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• To get a new connected game or toy:
• Shopping/store websites don’t mean much for buying decisions. 64% of kids say they
do not go to shopping/store websites.

16. • What makes kids want to buy an app?
What Kids Are Saying
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• If they could have just one device, what would they choose?
• 55% of kids received their favorite toy/app as a gift, while 41% picked it out themselves

17. Thank You!
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