Smartphone default
Staying in touch still means getting a phone.
When parents decide their child needs their own way to stay in touch, the smartphone is still the default answer.
It feels familiar, complete and socially normal. It can call, message, support location, fit peer expectations and cover future needs. Even when parents want to delay a phone, it still has a strong advantage because it feels like the all-in-one answer.
Parent voice
Phone would be the best option. Because you can do all you can do on a phone that you can do on a watch. And then it’s not two items. It’s just one that ticks all the boxes.
Parent, regional NSW, child aged 9
Key evidence
Around 1 in 2 parents (48%)
have seriously considered a smartphone for this child, compared with around 1 in 6 (17%) who have seriously considered a smartwatch with its own mobile connection.
Behavioural job
Interrupt the shortcut that says staying in touch means getting a phone by showing why Watch Plan is the more appropriate first step before a smartphone.