Technology creep aversion
A watch can feel like the start of more devices, distraction and negotiation.
Parents are not only evaluating what Watch Plan does. They are also asking what it might open the door to.
A connected watch can feel like another device, another subscription, another thing to manage, another potential distraction and another step toward the smartphone world. If Watch Plan feels like more technology, it can intensify the concern. If it feels like a limited first connection before a phone, it can help parents delay the bigger smartphone decision.
Parent voice
I think most likely they use it as a toy and share it among classmates and friends. They already have tons of other toys to play with. I don’t think it’s so necessary to have them have a smartwatch to divert their attention.
Parent, Victoria, child aged 8
Key evidence
More than 9 in 10 parents (95%)
agree that once a child has a smartphone, it feels hard to go back.
2 in 3 parents (66%) worry a smartwatch could become a toy or distraction.
Behavioural job
Separate Watch Plan from “more technology” by positioning it as a limited first connection that helps parents delay the smartphone decision, rather than bring it forward.