Top Parental Control Apps and Software

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Top Parental Control Apps and Software

Bark, Qustodio, and WebWatcher employ social media engagement tactics and blogging to market their parental tools. More details about the companies are presented below.

BARK

Consumer Groups

  • With its Bark For Schools solution, Bark targets "K-12 public and private schools in the U.S. — at no cost to them or their communities." Nearly 1,900 districts use the solution to "help protect students from digital dangers."
  • The target market also consists of generation z (ages of 5-17) parents.
  • Although Bark does not target couples, the company claims that some people might have used the tool " to snoop on their spouses, despite safeguards designed to prevent that kind of use."
  • Currently, Bark only targets users in the United States.

Marketing Tactics Used

  • Bark uses a blog marketing tactic to boost online visibility, reach its target group, and build brand trust by providing relevant and useful information on different topics including parenting tips, mental health, technology, and internet safety tips.
  • Additionally, the company also employs forum marketing, providing a digital parenting community where parents can share and discuss their specific needs and problems. Bark engages them, provides real help by honestly answering valuable questions and suggestions.
  • YouTube marketing is another tactic used by Bark to promote its tools. The company uploads tutorials on installing the device, videos with Bark's experts providing parenting tips to parents, revealing social media dangers, and other helpful information.
  • Bark posts frequently and consistently on their social media platforms: Facebook, Twitter, and Instagram, where it engages with the audience and build brand awareness.

QUSTODIO

Consumer Groups

Marketing Tactics Used

  • Qustodio runs an Affiliate Program that allows it to share links and banners with affiliates who then share them on their websites. In return, affiliates "get up to 20% commission for each sale."
  • The parental control app developer also uses a blogging tactic, allowing it to establish itself as the industry thought leader by providing expert advice to the target group, thereby generating online visibility and brand trust.
  • Qustodio employs social media engagement tactics, frequently and consistently engaging with the audience through Facebook, Twitter, and Instagram.

WEBWATCHER

Consumer Groups

  • WebWatcher targets parents in the United States.
  • It also includes two target groups: "people with parental motivation and managers."
  • There are suspicions that WebWatcher "intentionally targets their product at spouses in their marketing campaigns — enticing them with the lure of finding out everything that goes on in the targeted computer’s private accounts."
  • The tool is "trusted by over 3 million customers.

Marketing Tactics Used

  • WebWatcher writes blogs that provide its target group with relevant and useful information on different topics including; parenting tips, technology, and internet safety tips. This enables the company to boost online visibility, reach its target group, build brand trust.
  • Although the company maintains a Twitter and Facebook accounts, it only posts frequently and consistently on Facebook to engage with the audience and promote its products.
  • WebWatcher provides an Affiliate Program that allows it to share links and banners with affiliates who then share them on their websites.

TRENDS IN THE US PARENTAL CONTROL APPS MARKET

Helpful Insights

  • According to the most recent Pew Research Center survey on 'Parents, Teens and Digital Monitoring,' parents of 13- to 17-year-olds in the United States are "relatively less likely to use technology-based tools" to monitor their teens-with only 39% reporting to have used these tools to "monitor their teen’s online activities."
  • MarketResearch.com predicted that from 2018-2028 North America (U.S., Canada) will "witness the highest demand and adoption of parental control software" in the global market.
  • According to FMI, the growth in North America will be as a result of the "increasing adoption of smartphones and tablets by children in the region, complemented by the expansion of the business of Internet services providers in the region."
  • The growth in the demand and adoption of parental control software in the United States is "majorly credited to proactive government regulations (like CIPA) promoting increased use of web content filtering and control solutions across schools and institutions to restrict access to offensive and inappropriate websites."
  • Apple reports that most parental control developers use "a highly invasive technology called Mobile Device Management (MDM)" that enables "a third party control and access over a device and its most sensitive information including user location, app use, email accounts, camera permissions, and browsing history." As a result, it recently denied developers with this technology on their parental control App Store availability.
  • The residential segment holds the largest share of the parental control software market (~44 percent), while the commercial segment holds the second largest at about 38 percent.

Research Strategy

To identify recent, emerging, or future trends in the US parental control apps and software market, the research team employed three creative strategies that proved the information is not in the public domain. First, the team searched for precompiled reports from market research databases like Future Market Insights, Pew Research, Credence Research, Wise Guy Reports, and more. Although they provide data on the key trends in the parental control software market, details of these are behind a paywall, and the reports are not specific to the US market. We also searched the official websites, press releases, and reports of some top parental control app firms to see if they've mentioned any trends impacting the industry; unfortunately, this attempt proved futile. Finally, we expanded our search to North America, and then the global market, but even this approach did not provide us with the market trends, as such info was restricted through a paywall — as previously explained. In the end, we provide helpful insights related to the topic, as available.
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