As Jennifer Hill’s eldest child was heading into fifth grade, she began to wonder how she would communicate with him in the hour between his school bus drop-off and her arrival home from work in downtown Cleveland.
“There’s no phone in this house if something goes wrong,” she remembers thinking. “It’s not safe.”
When Hill was a kid, there were no cellphones, sure, but there were landlines. And friendly neighbors keeping an eye out. And close-knit communities where everyone knew each other.
“It’s not the way it is anymore,” she says. “I can’t imagine my kid walking up to somebody’s house, knocking on a door, and saying, ‘My friend fell off his bike. Can I use your phone?’ We teach kids not to do that anymore.”
She wasn’t ready to get her 10-year-old a smartphone, not by a long shot. Nor did she intend to install a home phone. She wanted her son to be able to ride his bike around the neighborhood in the afternoons, too—not just be cooped up in their house.
She quickly whittled her options down to just one: a smartwatch.
Hill knew of another family that had just purchased their child one of these high-tech wearables. Back then, in 2018, the kid-focused options were fairly limited, as were their capabilities. Hill got her son a Verizon Gizmo watch, which, at the time, had only rudimentary features, storing up to 10 parent-approved phone numbers and allowing the user to send only a handful of preset text messages (think: “Where are you?” and “Call me”). The smartwatch also had some simple location-tracking capabilities.
Fast-forward six years, and Hill’s two oldest children, now high schoolers, both have graduated to smartphones. Her youngest, a 10-year-old daughter, wears a Gizmo watch, only hers comes with all the technological advancements and upgrades accumulated over the prior years: photo and video capture, video calling, access to a full keyboard for texting, voice messaging, group chats, geofencing, and up to 20 parent-approved phone numbers.
Today, says George Koroneos, a spokesperson for Verizon, the smartwatch is “truly a phone replacement on their wrist.”
And the product category is booming. A decade ago, only a few tech companies made smartwatches for kids. Today, the market is bloated with players, new and veteran, vying for kids’ and parents’ loyalty—and advertising smartwatches to children as young as 5.
“They are becoming increasingly popular,” says Kris Perry, executive director of Children and Screens: Institute of Digital Media and Child Development. “They are becoming a child’s first device.”
Families are noticing, too—after all, they’re the ones driving this “explosion,” as Shelley Pasnik, former director of the Center for Children and Technology, describes it.
Hill has seen the evolution since her first watch purchase. When her sons were younger, she says, only a handful of their friends and classmates had smartwatches. Now, the devices are “huge” in her affluent suburban community of Westlake, Ohio.
“With my daughter, everyone’s got them. They’re as popular as Stanleys and Owalas,” she says, referring to the colorful, reusable water bottles that children have helped popularize. “All the little girls have watches.”
Kids clamoring for their first digital device are easily winning over adults who, let’s face it, aren’t putting up much of a fight in the first place, when always-on communication and precise location-tracking are part of the package that comes with modern parenting.
In fact, parent fears may be the real force propelling smartwatch proliferation.
T-Mobile, which makes the SyncUp watch, conducted a consumer insights study and found that 92 percent of parents of children ages 4 through 12 felt it was important to “always know where their child was,” says Clint Patterson, senior vice president of product marketing at T-Mobile.
Today’s tools make such tracking possible.
“The way that parents monitor their kids has changed dramatically in just a generation or two,” says Mitch Prinstein, chief science officer at the American Psychological Association. “Parents are monitoring their kids far more closely, really wanting to be aware of their location [and] concerned about their safety.”
This heightened surveillance has trade-offs. The trend has seeped into schools, where teachers and leaders have grown frustrated by the introduction of yet another digital distraction to students’ learning, even as more districts enact cellphone bans.
Yet no one really knows where these gadgets fit into the larger conversation around children and screens. Research on kids and smartwatches is thin. Even data about adoption and use is lacking. This has left digital media and child development experts to extrapolate and hypothesize about the possible pitfalls and benefits.
“If this is a way of parents or kids achieving their goals and delaying their kids on social media, this might not be such a bad thing,” says Prinstein, who codirects the Winston National Center on Technology Use, Brain, and Psychological Development and whose research focuses on adolescents and younger children.
“On the other hand,” Prinstein adds, “we don’t have a lot of research yet. It’s possible there are ways in which smartwatches are creating an electronic umbilical cord. That has possible risks as well.”
Technology ‘Training Wheels’
When the Apple Watch was released in 2015, it was seen—and priced—as a luxury good, notes Girard Kelly, the head of privacy at Common Sense Media.
It was also, back then, marketed to adults. But as new generations of the Apple Watch came out, some parents handed down older models to their children, says Pasnik of the Center for Children and Technology.
“Naturally, kids like to do things adults are doing,” says Jon Watkins, senior product manager for Bounce, a kid-focused smartwatch made by Garmin. “There’s a natural tendency for kids to want a watch like they see Mom and Dad wearing.”
Noting the trend—and in some cases, helping to grow it—other companies began to release kid-specific smartwatches with more limitations than an adult device. Apple, too, released a version, the Apple Watch SE, in 2020, with restricted features and a lower price.
Around that time, demand for kids’ smartwatches spiked, says Perry of Children and Screens. Educators, too, note a bump in adoption around the pandemic—one that has been sustained in the years since. The smartwatch market for kids is estimated to be worth more than $1 billion in 2024—and it’s growing rapidly, Perry adds.
A typical kids’ smartwatch today costs around $150 up front, plus an ongoing monthly subscription fee of $10 to $15. That’s certainly no pack of bubble gum, but it does put the device within reach for many families, particularly those who view the product as one that enhances their child’s safety, says Kelly of Common Sense.
“Parents are, like, halfway in between giving their child or teen a phone, and the watch makes sense,” he says. “It’s cheaper.”
To adults feeling pressure to introduce their kids to technology, a smartwatch may feel like a safer starting point than a cellphone that grants exposure to the entire internet, argues Kelly’s colleague Laura Ordoñez, executive editor and head of digital media family advice at Common Sense.
“What is the low-hanging fruit that doesn’t feel like it’s doing the most damage?” Ordoñez asks. “I believe that’s what’s motivating these parents.”
Numerous people cited social psychologist Jonathan Haidt’s new book, “The Anxious Generation,” in interviews, noting the harm that smartphones and social media may be causing young people. Most smartwatches don’t have web browsers or social media applications. That in itself gives many parents an enormous sense of relief.
“Parents are increasingly aware of the problematic designs of smartphones and the troubling data on social media apps,” says Perry. “They want the connection, but they don’t want their child scrolling and online constantly.”
As the price of kids’ smartwatches has come down, though, it may have muddled how the wearable fits into a family’s overall technology goals. What started as a consolation prize offered to an older preteen or young teenager who craves technology, communication, and social inclusion has evolved into a sort of gateway device. Like bowling with bumpers.
“It’s a great way to ease into tech,” says Hill, the Ohio parent. “You can learn to take care of the technology in a small way before you are given it in a bigger way.”
That seems to be how the smartwatch makers view it, too. In interviews with executives at Verizon, Garmin, and T-Mobile, they describe their target users as ages 5 to 12, with the core customer base as parents of 8- to 10-year-olds.
“This is a very safe way to have a means of communication with a child,” claims Watkins of Garmin.
Patterson, at T-Mobile, describes kids’ smartwatches as “training wheels in the adoption of technology.”
“Just like you wouldn’t throw your kid on a bicycle, you don’t throw them at a smartphone or tablet with unfettered access,” Patterson adds.
What exactly are these training wheels preparing kids for? The bicycle metaphor suggests that someday, children will be allowed to zoom off on their own, liberated from their parents’ purview.
Yet untethering is not the trajectory families seem to have in mind when they buy their young kids entry-level digital tools. It’s not why Tim Huber, principal at Harris Creek Elementary School, part of North Carolina’s Wake County Public School System, is seeing more and more children in the early grades show up to school wearing smartwatches.
“It has been just a steady increase of kids, at younger grade levels, all the way down to kindergarten,” Huber notes.
To be sure, the reason that 5- and 6-year-olds—children who may not even be literate—have smartwatches is not to delay the purchase of their first smartphone or to ward off social media. For them, the watches are serving another purpose entirely.
‘Better Be Safe Than Sorry’
When Kristi Calderon’s daughter was in fifth grade, one of her classmates made a bomb threat.
“I rushed to them,” says Calderon, referring to her three school-age kids. “It was very scary.”
She saw only one of her children walk out of the building as the school was evacuated. In those next moments, she did not know where two of her children were or if they were OK.
“That’s what, like, killed me,” says Calderon, who lives in Long Beach, California.
The experience rattled her. Ever since, she says, she has ignored school policies around devices. She would rather know where her kids are and be able to communicate with them, to know that they are safe, than to be left to wonder and worry.
The youngest of her four children, now an 8-year-old in third grade, wears a smartwatch. He’s had one since he was in first grade.
Experiences like Calderon’s—and the seemingly ever-present possibility of children encountering violence in schools—have driven parents to seek out location-tracking devices for their kids. Some settle for a simple AirTag fastened to a child’s backpack, but many also want the ability to communicate with their child, as Calderon does with her son during and outside of school hours.
Tina Laudando, a parent of two in Park Ridge, Illinois, just outside of Chicago, says she got her older son a smartwatch when he was 11 “so we could stay in touch with him and give him a little bit more freedom.”
His friends were getting together at the park, and she wanted him to be able to join them. And at his age, she didn’t want him to have to come with her every time she needed to make a trip to the grocery store. The watch, she figured, would allow him to stay home alone or meet his friends and communicate with his parents in case of an emergency.
Did she ever consider letting him join his friends at the park without a communication device? No, she says. That was never an option in her mind.
“The idea of him going to the park alone, going for a bike ride with his friends, without adult supervision, I think for me as an adult is scary,” Laudando says. “Being able to just, for myself, have that comfort level, knowing he’s OK, it gives me peace of mind.”
It’s a win-win, Laudando believes. Her son gets the feeling of more freedom and independence, and his parents feel confident giving that to him.
Laudando, like most of the parents interviewed for this story, grew up during a time when many kids would leave home on their bikes and be gone, unreachable, for hours, returning only for dinner. That was normal.
“It’s kind of sad, right? Because we lived without technology for so many years, and as I’m explaining this, I’m like, I don’t know what we would do without it,” Laudando says. “We’ve become reliant on it.”
But Laudando feels the world her children inhabit today is less safe than the one she was raised in.
Tara Riggs, a parent of two in Livonia, Michigan, a suburb of Detroit, can relate. She sees videos on social media, hears stories from friends, reads the news. She feels “inundated” with negative information. It wears her down, she says.
“I’m constantly worrying,” Riggs admits.
Indeed, the internet—and social media in particular—can leave many with the sense that the physical world is more dangerous today than ever, when in fact, by a number of measures, it is notably safer. (What has gotten worse, in the past few decades, is child and adolescent psychological and emotional well-being. Some researchers and leaders, including the US surgeon general, attribute this shift to high use of technology and social media among youth. Others cite intensive parenting practices that, ironically, seem to undermine the normal development of resilience in kids.)
“The perception of danger versus the actual danger is a distinction that’s probably important here,” says Prinstein, chief science officer at the American Psychological Association. “The perception of danger is heightened for a lot of parents.”
It’s a consequence of how much more connected our society is than it was a few decades ago, he adds. People can find out, in real time, about violent or disturbing events that happened many communities away. It leaves them with a sense that trouble—no matter how remote the possibility nor how many miles separate their families and the latest crisis making headlines—is looming.
Perhaps no tragedy feels more present and pernicious to a parent than a school shooting. One can take place on the other end of the United States, yet parents everywhere are reminded, viscerally, that their child, too, is at risk. It may have happened elsewhere, in Georgia, or Florida, or Texas, but the next one could be at their kid’s school.
“The psychology of fear—it’s extremely powerful,” says Huber, the elementary school principal. “We face that constantly. We are asking hundreds and hundreds of families every day to trust us with the safety and wellness of their child for seven to eight hours.”
Katie Joseph, assistant superintendent of Regional School Unit 1 in Bath, Maine, understands that school safety is a palpable concern for many families. Yet she urges those in her school community not to be overtaken by it.
“I try to remind parents what I always tell myself: There is what is possible, and there is what is probable. Probably, all the things you’re worried about are not actually the things you should be worried about. You should be worried about the [device] in your child’s hand.”
Joseph believes the kind of “independence” a child attains by donning a smartwatch only runs skin deep.
If a child’s parent is constantly monitoring them, in touch with their every move, then really they are not developing a strong sense of responsibility, she says. Everyday situations that might allow for a child to experience and overcome challenges, to take risks and build resilience, become virtually frictionless when their parents are just one tap away.
“If my child is riding his bike and something happens, he needs to be able to figure out, ‘What am I supposed to do in this situation?’” says Joseph, who has an 8-year-old. “The first thing we should want our kids to do is not to call us and have us do the thinking for them.”
Because of the relative affordability of the smartwatch, and its limitations, many families may not be asking themselves how likely it is that their child would be caught up in a violent event, Prinstein notes. Rather, they may be thinking, “Will I feel regret if I spend that 200 bucks on Starbucks versus just getting the device, just in case?” he says.
“I think the calculus there is a little bit like, ‘Better be safe than sorry,’ even though logic might follow that it’s not truly necessary,” he adds.
Yet Hill, the parent in Ohio, believes that her decision, years ago, to buy her kid a smartwatch as a safety precaution has been vindicated.
One afternoon, riding his bicycle home from swim practice, her oldest son was hit by a car. He wasn’t run over, Hill says, but the driver sideswiped him and he landed hard, with his bike toppling over him. With a few taps of his watch, he was able to make a quick call to his parents. Hill’s husband drove the mile to reach him and took him to the hospital.
“If that hadn’t been there,” Hill says of the watch, “I don’t know that he would have had the wherewithal to give my number to somebody with him. He was scared. He was 13. He was by himself. As much as we drill it into him, that’s a lot to ask of a kid.”
The smartwatch, in that moment, was a “resounding success,” she adds.
‘Opening Pandora’s Box’
Late last summer, Riggs, the parent who lives near Detroit, began to research smartwatches. She was considering buying one for her then 10-year-old daughter.
Riggs and her husband had recently caught their daughter disobeying them. One afternoon, their daughter was supposed to be at a friend’s house around the corner from their own, a block away. But when Riggs’ husband passed that friend’s house on his way home from work, he noticed their daughter’s bike wasn’t in the yard. Riggs sprang into action. She got in her car and drove around the neighborhood, going up and down each street until she found her daughter at another house.
“I didn’t like that feeling—that panicked feeling,” she says. “Where did they go? Did they cross the main road like they’re not supposed to? What are they getting up to?”
Her impulse was to prevent a similar situation by putting a tracker on her daughter. She spent months researching different smartwatch models, consulting other parents, scouring tech-focused parenting groups for insights. “I rabbit-holed that,” she says.
Then it occurred to her that maybe she was trying to solve the wrong problem. Riggs didn’t need a better strategy for monitoring her daughter. Rather, she needed to teach her child not to break the rules in the first place.
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“It seemed like I was opening Pandora’s box, when it wasn’t absolutely necessary,” she says of purchasing a smartwatch. (Still, she didn’t forswear technology entirely. Her daughter now bikes with a Wi-Fi–only tablet, connects it to the internet when she arrives at a friend’s house, and sends her mom a message on Facebook Messenger Kids letting her know she arrived safely.)
The possible drawbacks of smartwatch use extend beyond stunting character growth. Even though smartwatches are virtually unexplored in academic research and will require further study before anyone can say, conclusively, how they may affect kids and childhood, it’s clear that screens, in general, can cause children harm, Perry of Children and Screens argues.
“They interfere with so many aspects of child development,” she says, rattling off some examples: cognitive development, language development, social emotional and behavioral development, mental health.
True, the screen of a smartwatch is much smaller than that of a phone. Its functionalities are more limited. Some of the “irresistible” qualities of other devices are missing from smartwatches, Perry concedes. And even though most kids’ smartwatches come with games, they can be difficult to use and may deter kids from playing for long, or at all.
Still, that doesn’t make smartwatches safe from some of the addictive, distracting tendencies of phones, experts say. Watches vibrate, chime, and ping with notifications. They, like other devices, are built with persuasive design.
“The evidence is really clear that the notifications—the visual cues to look at your watch—those things are really disruptive and provide a real distraction from something else the child should be doing,” Perry says.
Teachers and school leaders would vouch for that.
“They’re disruptive, distracting,” says Joseph, the district leader in Maine. “It all just gets in the way of what teachers are trying to do.”
She doesn’t see watches and phones as being wholly different from one another, especially in middle and high school settings where, increasingly, students have both devices with them during the school day. A phone may be put away, out of sight, but the watch on a student’s wrist will still be buzzing with news alerts, incoming text messages and photos, social media notifications, and the like.
Joseph’s school district, RSU 1, encompassing a small coastal region of Maine, updated its device policy over the summer, at a time when many schools and districts opted to do the same. Except, unlike RSU 1, most districts are narrowly focused on the potential harms of smartphones, multiple people shared in interviews. Their revised policies may not even mention smartwatches, creating a loophole for those devices.
For leaders at RSU 1, whose school board voted to “eliminate” both smartphones and smartwatches in grades six to 12, it was an attempt to increase student connection—real-life, in-person connection—and by extension improve their mental health. They’ll enforce this by collecting all watches and phones at the start of the school day, placing them in lockable Yondr pouches, and distributing them at dismissal.
Huber, the elementary school principal in North Carolina, also recently wrote smartwatches into his school’s device policy, requiring that they be in airplane mode—functioning only as a watch, not as a connected device—during the school day. “The watch is considered a cellphone UNLESS airplane mode is activated,” the policy reads.
He would take the policy a step further if he felt he could. Airplane mode can be disabled with one touch, and truthfully he’d rather not see the devices in his elementary school at all.
“There has not been one time I have ever heard from anybody, ‘I’m so glad this kid had a smartwatch,’” he says. “I can’t think of any scenario where there is a need or benefit to having it.”
Still, he’s not sure how much additional harm they could be causing for a generation of children who “have already been raised on tablets,” glued to parents’ smartphones at the dinner table. What’s one more screen?
Perry invites parents and families to think about it another way. Once a child is given their own personal device, their digital life begins. The child’s data is collected. Algorithms are built around their preferences and practices. An online profile is developed.
That can seem relatively innocuous—it’s just a watch, right?—but what people may not realize is that smartwatches collect thousands of data points, “easily,” per day, per user, according to Kelly of Common Sense.
“The younger you’re connecting your child to that world, the more risk there is to them than if you didn’t,” Perry says. “That’s a tough calculation as a parent.”
Is it better to stay out of touch with a child, trusting that they’ll be safe enough as they move about the physical world? Or to invest in a tool that enables constant monitoring and communication, albeit through the shadows of the emerging digital world?
The big question today’s parents must wrestle with, Perry says, is, “Which risks can I tolerate?”
