Commitment aversion
Choosing feels easier when parents know they can change their mind.
Watch Plan can feel like another ongoing commitment, especially when it comes with a separate device purchase.
If parents are uncertain, lock-in makes being wrong feel more costly. Clear month-to-month, cancel-anytime and “what happens if it does not suit us?” cues can make the decision feel easier to try.
Parent voice
But then the plan didn’t mention how long the plan would be. Four years, three years, two years. So you don’t know how much you will put into that particular plan for the whole lifespan. It’s more like you have to lock down for two years, three years.
Parent, Victoria, child aged 8
Key evidence
Around 1 in 5 parents (21%)
say a clear month-to-month or cancel-anytime explanation would make the biggest difference to their decision.
Around 1 in 5 parents (19%) need to understand whether the plan is month-to-month or has a lock-in contract, and around 1 in 8 (13%) say being locked into a contract or ongoing cost could still stop them choosing Watch Plan.
Behavioural job
Make the decision feel easier to try by making month-to-month, cancel-anytime and “what happens if it does not suit us?” cues clear and prominent.