Smart Toys Survey: Market Includes More Than Just Parents

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Posted Feb 14, 2017

The market for smart toys and connected games is growing in several markets around the world, according to data from Juniper Research. There are many different types of smart toys on the market today. But consumers aren’t without their concerns. So how many currently own smart toys and games? And is the market likely to continue its growth in the coming years? We asked 1,000 respondents about their thoughts on the growing smart toys market.

smart game console

Smart Toys and Games

In Ask Your Target Market’s latest online survey, 14% of respondents said that they currently own multiple smart toys or games. And 12% own at least one smart toy or game. Apple, Samsung and Sony were named as the top brands for consumers that own smart toys or games.

Smart Product Value

In general, 92% of smart toy consumers said that they believe technology makes toys and games more fun. And 89% think that technology can give toys and games more educational value. But opinions aren’t all positive - 90% think that technology can make toys and games more expensive. And 74% said that they are at least somewhat concerned about privacy issues when it comes to using smart toys and games.

Future Buyers

Looking forward, 51% of respondents said that they are at least somewhat likely to purchase smart toys or games within the next five years. Of those who have already purchased smart toys or games, 80% said they are likely to buy more in the next five years. And parents were also slightly more likely to be interested in those purchases; 56% of parents said they would be likely to purchase smart toys or games in the next five years.In addition, Personality Radar indicates that those who are interested in purchasing smart toys are also likely to be creative and sophisticated. Those consumers are especially likely to be interested in other creative hobbies like food and art, which could help smart toy companies shape their ad targeting strategies.

Key Takeaways

The smart toy market does appear to be poised for some growth in the coming years. But while parents do make up a decent portion of the pool of potential buyers, there were also many respondents without kids who showed interest. That could suggest that a lot of consumers are interested in more sophisticated games and connected devices intended for adult use as well. In addition, smart toy and game consumers seem to be interested in creative hobbies like food and art. So companies could potentially benefit from focusing their ad strategies on websites and publications that fit into those niches. You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Holding A MOMA Mobile Gaming Console by VIA Gallery under CC BY 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on February 8 via AYTM’s online survey panel.

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