Part
01
of eight
Part
01
Parental Control Market Size - Pre K
Between 2.13 and 2.23 million households, or between 18 and 18.9% of all households with children below 5 in the United States, use parental controls on digital devices. The total market size for parental controls for families in the US with kids under the age of 5 is $15.52 million.
Households with Children Under 5 at Home
- There are 83,088,000 households in the United States (as of 2018). Of those, 11,804,000 or 14% of households in the US have children under the age of 5.
- According to the Annie E. Casey Foundation, there were 19,938,860 children 0 to 4 years of age in the United States in 2017. This ration represents 27% of the total child population 0-18 years in age.
- 52% of children ages 3 and 4 between the years 2015 and 2017 were not enrolled in school.
- In 2011, 42.1% of children ages 0-4 stayed at home with an immediate or extended family member in lieu of child care.
- In 2013, 42% of preschoolers (0-4 years in age) received child care from a relative.
- In 2016, 40% of children 0-5 receive daycare from parents only.
- The total number of households in the United States that have kids under the age of 5, still at home, and use parental controls is calculated to be between 2.13 and 2.23 million. This represents between 18 and 18.9% of all households with children below 5 (calculations are presented below under the Research Strategy Section).
Parental Controls Use
- In a 2016 survey of parents, Internet Matters found that 35% of families currently used parental controls on devices at home.
- Of US adults with children between 3 and 18, 51% indicated they installed parental control on internet devices and 53% on TVs.
- In a study by the Erikson Institute, 85% of parents allowed their children to use technology.
Market Size - Parental Controls
- According to the World Bank, the United States constitutes 92% of the North American GDP.
- Within the global parental controls market, North America constitutes 36.9% of the total market share.
- The global parental controls market was valued at $1.4 billion USD; of which, 44% is within the residential sector.
- The total market size of parental controls in families with children five years or younger is $15.52 million (calculations are presented below under the Research Strategy Section).
Research Strategy:
To begin this analysis, we first analyzed census and non-profit reports information pertaining to the number of households in the US with children below the age of 5. Finding information on this topic, we turned to reports determining the percentage of children below five who are still at home (rather than in preschool, prekindergarten, etc.). It yielded a range of values due to the inclusion/exclusion of the fifth year within measurements. With no clear guidance from sources on which value is more accurate, we have chosen to use the range of values to triangulate a span of possible household, household percentages, and market value.
Turning to the question of parental control solutions, we analyzed market reports on trends in parental control adoption in the United States and beyond. As the brief did not specify a specific realm of technologies where parental controls can be used, we have endeavored in all our calculations to assume that parental controls in this context include both mobile, PC, and TV technologies. Finally, we analyzed market reports on the parental controls sector to determine overall market value. These reports did not yield any information about the US in particular, but rather about North America as a whole. To address this challenge, we have utilized relative GDP percentage of the United States as a metric to create a percentage of the total parental controls market associated with the US. As the technology/tech services sector is a key part of the US economy, and US citizens and families are highly digitally connected, this assumption is reflective of the larger economic and social role these technologies play directly shaping GDP.
CALCULATION: PERCENTAGE OF HOUSEHOLD WITH CHILDREN UNDER 5 YEARS OLD
Percentage of Households with Children Under 5
= (total number of households with children under 5) / (total number of households in the US) * 100
= 14%
CALCULATION: TOTAL NUMBER OF HOUSEHOLDS IN THE US WITH CHILDREN UNDER 5 AT HOME, WHERE PARENTAL CONTROLS ARE USED
Explanation (triangulation): Leveraging the total number of households with children under 5 value identified, and the range of possible percentages (40-42%) of these households with children who stay at home (making the assumption that percent of children and percent of households can be seen as comparable given the average 1.9 children per household in the U.S. today), and multiplying this by the higher end value of number of households that use some form of parental controls (53%), we generated this triangulated value. It is important to note here that the percentage of households that use some form of parental controls does not pertain to children below the age of five. However, with 85% of children allowed to use some form of technology, including those younger than 5, it is reasonable to assume that this percentage is an effective heuristic for parental control adoption across all platforms writ large.
Total Number of Households in the US with Children Under 5 at Home Where Parental Controls are Used (LOWER)
= (total number of households with children under 5) * (40% or the lower percentage of households with children under 5 where children stay at home) * (percent of homes where parents utilize parental controls) * (percent of children allowed to use some form of technology)
= 2,130,000
Total Number of Households in the US with Children Under 5 at Home Where Parental Controls are Used (UPPER)
= (total number of households with children under 5) * (42% or the upper percentage of households with children under 5 where children stay at home) * (percent of homes where parents utilize parental controls) * (percent of children allowed to use some form of technology)
= 2,230,000
CALCULATION: PERCENT OF TOTAL HOUSEHOLDS IN THE US WITH CHILDREN UNDER 5 AT HOME, WHERE PARENTAL CONTROLS ARE USED
Explanation: This percentage is a range of values based on the aforementioned range of households with children under five where parental controls are used divided by the total number of households with children under 5.
Percent of Total Households With Children Under 5 at Home, Where Parental Controls are Used (LOWER)
= (total number of households in the US with children under 5 at home where parental controls are used, lower) / (total number of households with children under 5) * 100
= 18%
Percent of Total Households With Children Under 5 at Home, Where Parental Controls are Used (UPPER)
= (total number of households in the US with children under 5 at home where parental controls are used, upper) / (total number of households with children under 5) * 100
= 18.9%
CALCULATION: MARKET SIZE OF PARENTAL CONTROLS FOR KIDS UNDER 5
Explanation: As this calculation did not specify those kids who are still at home, the calculation made here is based on the total number of households with children under five. The calculation was made by triangulating the following:
Market Size of Parental Controls for Kids Under 5
= (total global parental controls market value) * (percent of market in North America) * (percent of North American GDP represented by the United States) * (percent of parental controls market in residential sector) * (percent of US households with children under 5, calculated above) * (percent of households where parents use parental controls)
= $15,516,680 or $15.52 million.