High-school anchoring
High school becomes the expected time to make the first device decision.
High school gives parents a clear timing cue. The child is older, routines are changing, travel may increase, the school environment is bigger, and other families may also be making device decisions.
That makes high school feel like a socially accepted moment to consider a phone, smartwatch, tracker or another way to stay in touch. It helps parents move from “too young” to “now this makes sense.”
The risk for Watch Plan is that families wait for high school, even when their child’s independence starts earlier.
Parent voice
That situation, I see changing is high school. Well, talking to other parents. This is when most parents will say, you know, you need something.
Parent, Victoria, children in Grade 3
Key evidence
Around 2 in 5 parents (41%)
say the child starting high school or preparing for high school would make them think more seriously about a phone, smartwatch, tracker or another way to stay in touch.
Around 1 in 4 parents (26%) who selected a trigger say high school or preparing for high school would be the strongest trigger.
Behavioural job
Use high school as a legitimate planning moment, while showing that the need for a first connection can arrive earlier through walking home, public transport, pickups, local independence and activities.