Combating Adolescent Problematic Internet Use: Market Segmentation and Communication of Parental Control Software

Abstract

Abstract: Problematic Internet Use (PIU) and issues attributed to misuse of social media platforms by adolescents have risen to become major concerns of parents worldwide. Prior research has provided a theoretical framework for understanding what drives parents to take action to mitigate PIU by adopting parental control software, but has been lacking in identifying who would be more or less likely to have such concerns and would be targets to adopt such software solutions. The study drew upon a broad national cross-sectional survey of 330 parents of children between the age of 10 and 15 in the United States. The survey was conducted via Qualtrics Panels during July 2020. To assess the potential for future segmentation-based strategy and marketing communications, the results for likelihood to subscribe and the amount willing to spend were assessed. The findings identify the prime targets of parental control software and marketing communications implications.