Two thirds of children under two are using tablets, finds Parents Insights study

A study of 2,500 parents by market research specialists Parents Insights suggests that one in five children under two can unlock a smart device – but parents do limit tablet time, with 63 per cent only allowing their child less than half an hour per day

The study also found that a third of under twos can open apps and turn the device on themselves.

“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,” said Parents Insights’ lead analyst, Nick Richardson.

“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. ​

Amazon have recently overtaken Samsung to become the second most popular tablet with four to six year-olds.

For more information on Parents Insights visit www.parentsinsights.co.uk or to contact the Insights People, email [email protected] or call 0161 660 7691.

More Recent News

Ravensburger details influencer initiatives for Disney Lorcana

“It’s vital to us to onboard new influencers, players and Disney fans to grow and expand Disney Lorcana in the UK,” said Lea Dillenseger, Product Marketing Manager at Ravensburger UK.

BTHA and Mojo Nation to host Inventors Lunch at Toy Fair 2025

The free Inventors Lunch will return to Toy Fair on Thursday, January 25th at 12PM, hosted upstairs on the Toy Trust Lounge (UL 161).

Hasbro launches AI-powered Game Finder tool

Game Finder’s AI knows the nuances of each Hasbro game, from the ideal play group size to features unique to each title.

Surge Brands named global licensing agent for Crazy Aaron’s

“The creativity and sensory appeal of Crazy Aaron’s products lends themselves perfectly to other consumer products categories like apparel, toys, food, home décor, and beyond,” said Aaron Muderick, Founder and President at Crazy Aaron’s.

Boyhood teams with Disney for wooden Mickey Mouse figure

“We have achieved a result that sets new standards for wooden sculptures,” said Boyhood designer and founder Jakob Burgsø.

Toy Retailers Association details DreamToys list of top toys for Christmas 2024

“More so than ever before, this year’s DreamToys list shows the incredible variety of experiences and play the UK’s vibrant toy industry has to offer consumers,” said chair of the DreamToys selection committee, Paul Reader.