GLOBAL PARENTING APPS MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2023 - 2030)

The global parenting apps market size is expected to reach US$ 905.2 Mn by 2030, from US$ 542.3 Mn in 2023, exhibiting a compound annual growth rate (CAGR) of 7.6% during the forecast period.

Parenting is one of the biggest responsibilities and with fast-paced digital lifestyles, parenting apps have emerged as helpful tools for parents. These apps come in different types focusing on various parenting needs.

Some common parenting apps include developmental apps, media apps, and tracking apps. Developmental apps help track children's development milestones and offer activities and games to stimulate learning. They provide insights on cognitive, social, and motor-skills development. Media apps allow parents to filter age-appropriate content for children on streaming platforms and also set screen-time limits. Tracking apps help monitor children's location, allow communication with approved contacts, set geographic boundaries, and receive alerts if boundaries are crossed.

While parenting apps offer convenience and useful tools, some also have disadvantages. Developmental apps could over-rely on benchmarks and comparisons. Media filtering apps may provide a false sense of security as no system is foolproof yet children are adept at technology. Tracking apps raise privacy concerns if children feel they are being constantly monitored or if data is compromised. Furthermore, over-reliance on apps could limit human interaction and real-world social skills in children. Overall, parenting apps should only be used judiciously as an additional aid and not as a replacement for parental involvement and supervision.

Global Parenting Apps Market- Regional Insights

• North America is expected to be the largest market for parenting apps during the forecast period, accounting for over 35.7% of the market share in 2023. American parents have readily embraced various parenting apps to help track their child's activities, milestones, and make informed decisions. Several app developers are also based out of the U.S., which has helped accelerate the offerings and innovations in this space. Some of the most popular parenting apps, such as Baby Connect, Baby tracker, and Kids First, have been started by American entrepreneurs to cater to the needs of parents in their country first before expanding globally.
• Asia Pacific is expected to be the second-largest market for parenting apps, accounting for over 25.2% of the market share in 2023. The Asia Pacific region has emerged as the fastest expanding parenting apps market globally. The Asia Pacific region, especially countries like India and China, is projected to be the fastest growing market for parenting apps over the next five years. With rising disposable incomes and increasing penetration of affordable smartphones, more parents in this region are actively seeking digital solutions to aid their parenting journey. The trend of nuclear families has also fuelled the demand for apps that help new parents adapt to their new roles effectively. Localized app offerings in regional languages have made parenting concepts more understandable for new-age mothers and fathers.
• Europe is expected to be the fastest-growing market for parenting apps, with a share of 19% during the forecast period. The European market is dominated by high quality apps from the U.K., Germany, France, and other developed nations. Owing to stringent privacy laws and data protection guidelines, European parenting apps tend to focus more on building trust through transparent policies. Many apps offer flexible subscription plans and offline access to important information for users who may not have consistent internet connectivity while traveling within Europe. Localization of content and customization as per each country's parenting styles have helped apps succeed across national boundaries on the continent. However, pricing remains a key factor for driving mass adoption across various socio-economic segments.

Figure 1. Global Parenting Apps Market Share (%), By Region, 2023

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Analyst’s Views: The parenting apps market has strong growth potential driven by increasing smartphone and internet penetration. Smartphone ownership continues to rise globally, especially among younger parents who are early adopters of new technologies. As more parents own smartphones, they are finding parenting apps to be convenient sources of information, advice, and entertainment for their children. However, privacy and data concerns over how user information is collected and used could act as a restraint to the market growth. Parenting apps also face the challenge of standing out among the growing number of similar apps in app stores.

North America currently dominates the parenting apps market led by the large population of young parents in the U.S. who are highly engaged with mobile technologies. However, Asia Pacific is expected to emerge as the fastest growing regional market. Countries like India and China have huge young populations that are fast becoming new parents, driving the demand for tools that can help with the challenges of parenting. Many Asian parents also have fewer existing personal networks for advice and turn to digital sources instead.

App developers should focus on building engaging content while addressing privacy concerns to fully tap the opportunities. Tailoring apps to specific cultural parenting practices and content localization will be key to succeed in diverse international markets like Asia Pacific and Europe. Collaboration with parenting websites and blogs could help acquire more users.

Global Parenting Apps Market- Drivers

• Busy lifestyle driving demand of parenting apps: In today's fast-paced world, both parents have become extremely busy with their careers and personal lives. Managing work and family has become more challenging than ever. Parents are constantly on the run, shuffling between their jobs, kids activities, and other responsibilities. They have very little downtime for themselves. This hectic schedule leaves parents with little time to actively participate in their children's routine life and keep track of their daily progress and milestones. Mobile apps have emerged as a convenience for such time-starved parents to stay closely connected with their kids, even when physically away. Parenting apps allow busy mothers and fathers to monitor their child's daily activities, meals, exercises and more right from their smartphones. Working parents find great relief in these apps to oversee their baby's schedule and needs with just a few taps, without having to be actually present with them at all times. The apps provide a handy virtual assistance to parents throughout the day, from setting reminders and scheduling play dates to tracking immunization schedules and milestones. They help parents save precious time otherwise spent on manual documentation by automating tasks. This time saved can then be utilized for quality engagement with children. With growing workplace stresses and dual-income families becoming common, parenting apps are increasingly being relied upon by time-crunched moms and dads to still remain effectively involved in parenting duties without compromising on work.
• Connected community for parents: While technology has improved connectivity, it has also increased loneliness and reduced human interactions in recent years. New parents often struggle with isolation as they adjust to their new role and responsibilities. The initial months and years of parenting can be emotionally exhausting and overwhelming. Having other parents to talk to, seek advice or guidance from is hugely helpful during this phase. Parenting apps are enabling communities of parents to bond virtually, by providing shared forums, groups and interaction spaces. Within these forums, parents openly discuss various topics of interest like eating habits, potty training, colic, teething and more. They clarify each other's doubts, give company through difficult phases and celebrate small milestones together. The apps act as a constant virtual companionship and a rich information resource. Most importantly, they reduce the isolation many parents feel after childbirth by connecting them with a whole community of similar individuals going through the same journey. Whether online or through in-app organized local meetups, the parenting apps foster meaningful connections among new and experienced parents alike. This sense of belonging to a healthy community helps parents gain the much-needed emotional support system and boosts their confidence in parenting abilities.
• Increasing product launches: Increasing product launches by the key players in the market are expected to drive the growth of the market over the forecast period. For instance, in March 2022, Talkspace, an online and mobile therapy company, announced the launch of the new ‘Parenting Guide’ app, its latest self-guided advice service. The app includes more than 100 self-guided sessions and live therapist-led classes every week on topics such as secure attachment, self-awareness, discipline, anxiety in kids, whining and complaining, getting kids to listen, strong-willed children and sibling relationships. It also offers more than 30 mental health prompts designed to help parents practice self-care and emotional regulation. In addition, the app includes a section that allows parents to record their thoughts and answer prompts about certain topics.

Global Parenting Apps Market- Opportunities

• Collaborations with educational institutions: Collaborations with educational institutions provide a great opportunity for growth in the global parenting apps market. As more schools and universities embrace technology to enhance teaching and learning, parenting apps can play a key role. These institutions have large student bodies and established communication channels to parents. If parenting apps partner with such institutions, it allows them to leverage existing networks to raise awareness about their offerings among vast parent communities. Many schools around the world have shifted to virtual or hybrid learning models since the pandemic began in 2020. This has increased the need for effective home-school communication and support for remote parent engagement. Parenting apps with features for administering homework, tracking progress, scheduling meetings and sharing educational resources digitally can fulfill this need. Partnerships that allow institutional recommendations or integrations of parenting apps into existing portals make them a credible solution for busy parents. According to UNESCO data, over 144 countries implemented nationwide closures of schools and universities during the peak of the pandemic in 2020, impacting over 1.5 Mn learners. With many of these temporary virtual arrangements now becoming long-term hybrid models, the addressable market for EdTech and associated parenting tools continues to widen.
• Integration of AR/VR and AI capabilities: The integration of AR/VR and AI capabilities can provide a significant opportunity to transform the global parenting apps market. These emerging technologies allow parenting apps to become highly interactive and personalized learning platforms for children. AR/VR enables immersive learning experiences for children to explore different topics and concepts in a fun and engaging manner. It can bring education content to life through 3D representations and simulations. For example, AR/VR features allow kids to experience different environments like outer space, underwater world or jungle and learn about related animals, plants and natural phenomena in an up close and personal way.
• Increasing adoption of inorganic growth strategies such as acquisitions: Increasing adoption of inorganic growth strategies such as acquisition by the key players in the market is expected to drive the growth of the market over the forecast period. For instance, in June 2020, Maven, a digital women’s health platform, announced that it has acquired parent-child relationship app, Bright Parenting. Bright Parenting is focused on helping parents form better relationships with their child. The tool specifically focuses on bonding with children 2 to 10 years of age, and offers caregivers personalized tips and activities that employ cognitive behavioral therapy approaches.

Global Parenting Apps Market- Trends

• Emergence of social parenting apps: The emergence of social parenting apps is having a significant influence on the global parenting apps market. With the growing popularity of social media, parents are increasingly looking for online communities to connect with other parents and seek advice or recommendations. These new social networking-style parenting apps allow parents to join local parent groups, ask questions, and share updates about their kids with other parents in real-time. Some of the prominent social parenting apps that have gained widespread popularity in recent times allow parents to create private online networks of family and friends. Parents can post photos and updates on their children's milestones and get feedback from their close social circles. This has encouraged more participation and engagement among parents on digital platforms. Another advantage of these social apps is they allow parents to join public parent groups in their city or towns and make new parent friends. This helps them feel less isolated in their parenting journey and get peer support.
• Increasing government initiatives: Increasing government initiatives are expected to drive the growth of the market over the forecast period. For instance, in August 2022, Union Minister of State for Health Mrs. Bharati Pravin Pawar, India, announced the launch of a mobile application on parenting which focuses on cognitive developments of children in the first two years. The first 1,000 days establish a solid platform for a child's physical, mental, emotional, cognitive, and social health.

Global Parenting Apps Market - Restraints

• Higher subscription/upgrade costs of premium apps: Higher subscription and upgrade costs of premium parenting apps are significantly restraining the growth of the global parenting apps market. With rising inflation and economic uncertainties across the world, consumers are becoming more cost-conscious about discretionary purchases. Many parents are hesitant to pay premium prices on a monthly or annual basis to access advanced features and personalized content on parenting apps. This impacts the adoption rates of paid or premium versions of popular parenting apps. While the basic free versions see decent downloads and engagement, monetization remains a challenge for app developers and publishers. Parents with multiple children and on tighter budgets may find the cumulative subscription costs of using multiple specialized parenting apps for things like meal planning, home learning, pediatric first-aid, etc. to be quite steep. They tend to opt for free resources over paid subscriptions.
• Data privacy and security concerns: Data privacy and security concerns are posing major challenges in the growth of the global parenting apps market. Parents are increasingly concerned about how their personal data and information of their children are being collected, stored, and used by these apps. Many parents choose not to install or regularly use parenting apps due to the lack of transparency in data privacy policies and the potential risks of data breach. For example, parenting apps require access to sensitive personal details like location, contacts, photos, health information, etc. to provide customized services and monitor children. However, there is a lack of assurance on how this private data is protected and if it may be exploited by third parties. Several reports by non-profit organizations have pointed out privacy and security issues in some popular parenting apps.

Figure 2. Global Parenting Apps Market Share (%), By Type, 2023

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Global Parenting Apps Market- Recent Developments

Product Launch

• In September 2022, Understood.org, the resource for the people in the U.S. with learning and thinking differences like attention deficit hyperactivity disorder (ADHD) and dyslexia, announced the public launch of Wunder by Understood: a free, first-of-its-kind community app designed for parents raising kids with learning and thinking differences. Wunder is a safe place for parents to connect with each other, engage with experts, and find resources to help them feel more supported and confident as they navigate learning and thinking differences with their children.
• In July 2022, Dorel Juvenile, juvenile products company, launched Connected Suite, a collection of five smart essential products under the Safety 1st brand to help parents manage the nursery atmosphere through the Safety 1st Connected App. The Safety 1st Connected App is the app that empowers parents to create the optimal environment, set the mood, and monitor and comfort their child—anytime, from anywhere. The easy-to-use, family-friendly app seamlessly controls and manages every device in the Connected Suite, giving parents the confidence and peace of mind they need to stay connected to their child even when they are apart.

Business Development Activities by the Market Players

• On June 9, 2023, OnePlus a mobile company, has been awarded funding from the DWP’s Reducing Parental Conflict Challenge Fund 2 to create an app, building on its research into emotional readiness. It will offer an accessible and sustainable solution to support parents to learn how to communicate better, resolve disagreements, and work through the practical steps of separation towards co-parenting.
• In April 2021, Weldon, a diagnostic company, announced that it has acquired Family Five Pte Ltd, a software company, accelerating the deployment of the first expert-centered, personalized parental support and guidance platform. Parents can access coaching (live workshops & group sessions), community, and content for every age and stage of their parenting journey. Family5's IP and technology will power the new Weldon app, which will also include top Family5 experts and content.

Top Companies in the Global Parenting Apps Market

• Babytree
• BabyCenter
• BabyGogo
• BabyTime
• TalkingParents
• BABYTIME
• Nighp Software
• The Bump
• Baby Nursing
• Kinedu
• Parent Cue
• Peanut
• Winnie
• Ovia Health
• Playfully
• BabyGogo
• WebMD
• AppClose
• Baby Connect
• MyMedela
• Cozi
• Qinbaobao
• Ivybaby
• Dorel Juvenile

Definition: A parenting apps can be called a unique category of solutions due to their extreme multifuntionality. It is possible to do a control dozens of things with the help of one single application. Kids can be educated, entertained, controlled, and taken care of by remote specialists.