Courtesy of VTech

Results Show the Majority of Today’s Parents are Extremely Safety Conscious, Labeling Themselves as either “Protective” or a “Close Supervisor”

In honor of National Baby Safety month in September, VTech Communications, Inc., a wholly owned subsidiary of VTech Holdings Ltd., commissioned a survey1 conducted by independent market research firm Toluna to uncover parents’ worries, habits, and priorities for a safe home. Top safety concerns include children getting hurt by falling or getting into harmful material (29 percent), choking (24 percent), and Sudden Infant Death Syndrome (SIDS) (20 percent).

With these worries top of mind, today’s parents are extremely safety conscious with the majority (71 percent) of survey respondents labeling themselves as either close supervisors (40 percent) or protective (31 percent).

“As every parent discovers, keeping kids safe remains a 24/7 proposition,” says Stacy DeBroff, founder and CEO of Mom Central. “National Baby Safety Month offers parents key advice and tips around home safety practices that can both help protect children and provide parents with peace of mind.”

Other key findings of the survey, which took a pulse of attitudes and behaviors on child safety, include:

  • Men and women have different safety styles. According to survey respondents, men identified themselves as more relaxed about baby safety than women. More men than women (32 percent vs. 27 percent) labeled their parenting styles as “Casual and Easy Going” or “Adventurous.”
  • Parents get an “incomplete” on their safety homework. Nearly seven of ten parents (67 percent) research products before purchasing through reviews and ratings. However, only 40 percent of survey respondents researched important safety recalls to ensure their products are not defective. Parents of four children or more have learned by experience and are more diligent about researching safety recalls than parents with only their first child (44 percent vs. 40 percent).
  • Parents are good at following instructions for safety. After purchasing a product, the majority of parents surveyed (58 percent) read all the instructions before using or assembling the product to ensure safe operation. Half of respondents keep the instructions in case they need them in the future.
  • When asked about the most important baby product, parents ranked baby monitors as the top product after clothing to not skimp on, even if money was tight, surpassing child-proofing locks, strollers, rockers, toys, changing tables, and room decorations. Survey respondents’ most important consideration when comparing baby monitors was the best/most features (34 percent) followed by price (21 percent) and consumer ratings (22 percent), and more specifically, parents put a spotlight on portability and clear, secure audio reception as the most important features for baby monitors.

For more information about the VTech Baby Safety Month Survey, visit

This post was originally written by VTech and published by For more news, visit, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.