Amazon India study reveals parents' struggle with kids' curiosity

Srinagar, Aug 05: A recent study commissioned by Amazon Alexa and conducted by Kantar has shed light on the challenges parents face in answering their children's questions. The survey, involving over 750 parents across six cities in June 2024, found that 54% of parents often struggle to provide instant answers to their kids' inquiries.

The research reveals that while 52% of parents immediately search for accurate answers when stumped, 44% admit to making up answers on the spot. Surprisingly, 60% of parents find themselves puzzled by seemingly simple questions from their children.

Children's curiosity is most often triggered by watching TV, with 63% of parents reporting this as the primary catalyst for questions. Other activities that spark inquisitiveness include traveling, studying, and outdoor activities.

In response to this challenge, over 80% of parents now turn to technology for assistance. Voice AI services like Alexa are becoming increasingly popular as a parenting aid, offering quick and screen-free access to information.

Dilip R.S., Country Manager for Alexa at Amazon India, highlighted that families with young children globally ask Alexa 25 million questions per month, underscoring its growing role as an information hub for families.

The study also found that 90% of parents encourage their children to ask more questions, recognizing it as a valuable learning opportunity for both children and adults. Deepender Rana from Kantar noted that while TV drives curiosity, many parents prefer screen-free learning methods, making voice-first search solutions particularly appealing.

This Amazon India study not only highlights the challenges parents face but also points to the increasing role of technology in supporting modern parenting needs.