Moms, Kids & Smart Connected Toys. Presentation at Digital Kids Conference 2016- Maria Bailey

1. Moms, Kids & Smart Connected Toys

2. 1. Millennials value education
2. Digital natives
• Grew Up with Technology
• Networked and Connected
3. GenX and Boomer parents influence
• Participation trophies
• Rewards, rewards, rewards
4. Relationships are important
5. Connected and Customized
• Millennials Are Passing on These Traits to Their Children
• Connected Toys and Games Market is Prime Target for These Expectations
5 Things To Know About Millennials
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Digging Deep On Behaviors and Insights, based on five years of research.

3. • 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?
• 53% of children own a smart connected toy. Examples: Smart phone-controlled robot,
dolls with apps, customizable, interactive plush
Connected Toy Market and Research
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4. • Moms are buying year round
– Birthdays and holidays are top reasons to buy, but surprising number of moms – 35% - buy any time
• Moms say “yes” to connected toy purchases, 38% say “it looks educational”, another
20% because “it’s something we can do together”
Why Moms Buy
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• Top features moms look for in apps:

5. • Almost every mom in the survey (96%) looked for an app in an app store
Why Moms Buy
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• Key Search Terms:

6. • 83% of moms are extremely likely to research connected toys before they buy
• Another 66% scrutinize connected toy purchases more than traditional toys.
• Where they look:
Research, Reviews & Power of “Word of Mom”
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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

7. • Moms hear about latest connected toys and apps:
Research, Reviews & Power of “Word of Mom”
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• Facebook Crowdsource: Moms definitely look at review stars in app stores and on
Amazon, but a fellow mom’s recommendation outweighs stars on importance.

8. • 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.

9. • Survey’s most popular connected toys and games:
Messages to Brands, Toy & App Developers
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• Why children like connected and app-enabled toys:

10. What Kids Would Tell Toy, App and Web Developers
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11. Toys Kids Own
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12. Thank You!
Sign up for a FREE Marketing to Millennial Moms Crash Course at
www.MillennialMomsMarketing.com
For more information about reaching Millennials and Moms
through marketing opportunities, or for pricing, please contact Laura@BSMMedia.com or
call 954.261.2145.
www.MillennialInfluencers.com
www.BSMMedia.com