Nursery Today magazine

Two thirds of toddlers use tablets

New study finds infants are turning to tech earlier - but parents are become increasingly strict with limiting screen time

Almost two thirds of children under the age of two are allowed to use tablets, and a third can open apps and turn the device on themselves, according to new data by market research specialists Parents Insights.

The findings, from Parents Insights Q2 report on a study of 2,500 parents, also shows that one in five tech-savvy babies can unlock a smart device unaided.

But the study found that parents are alive to potential problems occurring from too much tablet use, with more than half (63per cent) limiting their kids’ time on the device to less than half an hour a day.Parents Insights’ lead analyst Nick Richardson said: “Our latest data reveals a fascinating picture about how toddlers and babies as young as six months are interacting with technology – and how much their parents are seemingly willing to allow.

"It seems that tablets are the first device that parents are happy for their little ones to use but their attitudes to social media are much less liberal. We found that just 17 per cent said they would let one of their children use social media before the legal age of 13. It’s key information for brands to be aware of as they adapt to the way that both kids and parents consume information.”

When children are allowed on a tablet, the main activities they choose are games (24 per cent), YouTube (18 per cent) and Apps (12 per cent), and the same activities are popular for smartphones.

Nick added: “It’s not just the kids who are more into technology than ever. Parents are at it too and that provides brands with so many opportunities to interact with exactly who they need to. So many major global and UK brands are already waking up to the opportunities that our data offers them, and we’re excited to be collaborating with them.”

Parents Insights was launched in 2018 to give companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption. Being hailed as the number one tool in the UK for market intelligence about parents, more than 10,000 UK mums and dads are surveyed each year, with the results compiled into four, insight-led quarterly reports centred on expecting parents, and parents with new-born babies, babies and toddlers.

For more information on Parents Insights visit or to contact the Insights People, email or call 0161 660 7691.

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