An exploration of how parents are building safer online spaces,
and the challenges they currently face, along with children’s screen time trends globally and across 5 major markets.
An exploration of how parents are building safer online spaces,
and the challenges they currently face, along with children’s screen time trends globally and across 5 major markets.
Since 2019, our yearly report has investigated children’s tech use, to give a picture of how young people live, learn, and explore in the digital world. For over half a decade, we have studied the ways in which families are affected by the constant shifts in technology, offering a window into where the youngest in society are dedicating their time, and the potential risks they face online – risks that have real life repercussions.
This investigation, now in its 6th year, is designed to give families, educators and policymakers insight into how children navigate the digital world, the risks specific to their favorite applications, what their future with technology may look like, and expert advice to help ensure their safety as they explore.
Our report first investigates the family perspective, through parent surveys exploring how parental control and technology play a part in daily life. It reveals how parents and guardians monitor and manage their children’s wellbeing, combining technology and their preferred parenting methods to raise a generation born as digital natives.
Secondly, our yearly research focuses on children’s app use across 5 popular categories – online video, social media, gaming, education, and communication. In each category, we present graphs and information detailing the most popular apps based on the percentage of children using them and the time they spent on each. In addition, we break down the overall time spent on apps per category, and the apps that families most frequently blocked across the year.
In order to provide a deeper view of children’s technology use across the years, our report features a historical data annex for reference, showcasing collective insights from all yearly Qustodio reports.
In this report
1. The digital dilemma: Childhood at a crossroads
2. Connected homes: families in 2024
3. Kids and app use in 2024
4. ONLINE VIDEO
5. SOCIAL MEDIA
6. GAMING
7. EDUCATION
8. COMMUNICATION
Since 2019, our yearly report has investigated children’s tech use, to give a picture of how young people live, learn, and explore in the digital world. For over half a decade, we have studied the ways in which families are affected by the constant shifts in technology, offering a window into where the youngest in society are dedicating their time, and the potential risks they face online – risks that have real life repercussions.
This investigation, now in its 6th year, is designed to give families, educators and policymakers insight into how children navigate the digital world, the risks specific to their favorite applications, what their future with technology may look like, and expert advice to help ensure their safety as they explore.
Our report first investigates the family perspective, through parent surveys exploring how parental control and technology play a part in daily life. It reveals how parents and guardians monitor and manage their children’s wellbeing, combining technology and their preferred parenting methods to raise a generation born as digital natives.
Secondly, our yearly research focuses on children’s app use across 5 popular categories – online video, social media, gaming, education, and communication. In each category, we present graphs and information detailing the most popular apps based on the percentage of children using them and the time they spent on each. In addition, we break down the overall time spent on apps per category, and the apps that families most frequently blocked across the year.
In order to provide a deeper view of children’s technology use across the years, our report features a historical data annex for reference, showcasing collective insights from all yearly Qustodio reports.
Founded in 2012 by cyber-security experts Eduardo Cruz, Josep Gaspar, and Josh Gabel, Qustodio is the global leader in online safety and digital wellbeing for families. In 2022, Qustodio became part of the Qoria group, protecting every child’s digital journey through a world-class collaboration between schools, parents, and educators in cyber safety. Qoria’s mission is to support families and schools to live and navigate smarter in an increasingly connected world. Together, we help millions of families and educators across the globe protect children from online harm, while promoting healthy digital habits and awareness.
Founded in 2012 by cyber-security experts Eduardo Cruz, Josep Gaspar, and Josh Gabel, Qustodio is the global leader in online safety and digital wellbeing for families. In 2022, Qustodio became part of the Qoria group, protecting every child’s digital journey through a world-class collaboration between schools, parents, and educators in cyber safety. Qoria’s mission is to support families and schools to live and navigate smarter in an increasingly connected world. Together, we help millions of families and educators across the globe protect children from online harm, while promoting healthy digital habits and awareness.
Methodology
Since 2019, our research has investigated and documented children’s digital habits in order to better understand their online experience. The digital dilemma reveals young people’s online app habits on mobile devices and desktop devices, from January 1, 2024, to December 31, 2024, compared with information from the same period between 2020 and 2023.
OUR REPORT CONSISTS OF FOUR SECTIONS:
A parent survey of ≈2000 respondents
An analysis of children’s app usage across 2024
Methodology
Since 2019, our research has investigated and documented children’s digital habits in order to better understand their online experience. The digital dilemma reveals young people’s online app habits on mobile devices and desktop devices, from January 1, 2024, to December 31, 2024, compared with information from the same period between 2020 and 2023.
OUR REPORT CONSISTS OF FOUR SECTIONS:
Our report analyzes children’s app use in terms of popularity across the year and daily real-world app usage. For 2024, we set a baseline for popularity, only including the percentage of children who opened and used any given application for a total period of at least 5 minutes in a single day across the year. In previous years, we did not set this 5-minute threshold, but doing so allows us to filter out accidental usage, or applications which have been downloaded and quickly deleted, distinguishing between casual and intentional usage. We then rank the most popular applications by most-to-least used in terms of popularity across 2024, ordering them from 1st-6th place in each category.
To give context to children’s day-to-day usage of an application, we have also presented the average daily minutes its users spent on the particular application across the year. We compare the average daily minutes spent from 2020-2024, offering a picture of how children’s app usage has increased or decreased over the years – and thus determining the rising and falling popularity of apps in their real-world usage.
In contrast, we show the applications that parents blocked most throughout the year, ranking applications in each category in terms of the overall percentage of parents who blocked them at any point throughout the year. In our education chapter, we do not include a “most blocked” section as educational apps are not a high priority for families to limit access to.
These app insights are divided across 5 popular app categories: online video, social media, gaming, education, and communication. Some types of application offer multiple uses, easily fitting into more than one category. For example, while YouTube allows users to comment and encourages social sharing, we have classified it as online video, along with other live video streaming services such as Twitch. For the sake of simplicity, we have chosen just one category per app.
Exceptions
To provide a better picture of the apps and platforms kids are using, our research excludes game launchers such as Epic Games Launcher and Steam, email platforms like Gmail or apps native to specific devices like Phone and FaceTime. Finally, due to the age-inappropriate nature of gambling applications, we have excluded them from our research entirely.
Our report analyzes children’s app use in terms of popularity across the year and daily real-world app usage. For 2024, we set a baseline for popularity, only including the percentage of children who opened and used any given application for a total period of at least 5 minutes in a single day across the year. In previous years, we did not set this 5-minute threshold, but doing so allows us to filter out accidental usage, or applications which have been downloaded and quickly deleted, distinguishing between casual and intentional usage. We then rank the most popular applications by most-to-least used in terms of popularity across 2024, ordering them from 1st-6th place in each category.
To give context to children’s day-to-day usage of an application, we have also presented the average daily minutes its users spent on the particular application across the year. We compare the average daily minutes spent from 2020-2024, offering a picture of how children’s app usage has increased or decreased over the years – and thus determining the rising and falling popularity of apps in their real-world usage.
In contrast, we show the applications that parents blocked most throughout the year, ranking applications in each category in terms of the overall percentage of parents who blocked them at any point throughout the year. In our education chapter, we do not include a “most blocked” section as educational apps are not a high priority for families to limit access to.
These app insights are divided across 5 popular app categories: online video, social media, gaming, education, and communication. Some types of application offer multiple uses, easily fitting into more than one category. For example, while YouTube allows users to comment and encourages social sharing, we have classified it as online video, along with other live video streaming services such as Twitch. For the sake of simplicity, we have chosen just one category per app.
Exceptions
To provide a better picture of the apps and platforms kids are using, our research excludes game launchers such as Epic Games Launcher and Steam, email platforms like Gmail or apps native to specific devices like Phone and FaceTime. Finally, due to the age-inappropriate nature of gambling applications, we have excluded them from our research entirely.
Introduction
We create a safer world for our children in most aspects of life: they can’t legally drive, consume alcohol, or smoke. Movies and music are given age guidance and parental advisory labels. But the all-encompassing online world is difficult to police this way, and children are often exposed to its more adult side, whether intentionally or not.
Introduction
We create a safer world for our children in most aspects of life: they can’t legally drive, consume alcohol, or smoke. Movies and music are given age guidance and parental advisory labels. But the all-encompassing online world is difficult to police this way, and children are often exposed to its more adult side, whether intentionally or not.
Slowly, we are waking up to this. Across the world, whispers of bans and restrictions have become outcries, with families clamoring for answers: should children be allowed to have social media? Should we be giving kids smartphones? How can we stop minors from viewing some of the darkest parts of the internet, while letting them enjoy the technology that offers so much? Parents now stand at a crossroads, unsure of which path to choose, waiting for the signs to appear that show them the way.
To understand the modern parent perspective, and how families are creating a safer internet for their children, our yearly survey investigated how the online world affects the day-to-day of over 2,000 parents and guardians using parental control and digital wellbeing tools. It reveals the challenges they face, and the changes they would like to see. In this section of our report, we focus on how they are parenting in the digital age, along with some of their unique perspectives and reflections of how we are learning through technology, through both the positives and negatives.
Slowly, we are waking up to this. Across the world, whispers of bans and restrictions have become outcries, with families clamoring for answers: should children be allowed to have social media? Should we be giving kids smartphones? How can we stop minors from viewing some of the darkest parts of the internet, while letting them enjoy the technology that offers so much? Parents now stand at a crossroads, unsure of which path to choose, waiting for the signs to appear that show them the way.
To understand the modern parent perspective, and how families are creating a safer internet for their children, our yearly survey investigated how the online world affects the day-to-day of over 2,000 parents and guardians using parental control and digital wellbeing tools. It reveals the challenges they face, and the changes they would like to see. In this section of our report, we focus on how they are parenting in the digital age, along with some of their unique perspectives and reflections of how we are learning through technology, through both the positives and negatives.
Qustodio parent survey 2024 – demographics
Connected homes:
families in 2024
Today, the average US household has access to 13 device types, and a significant 21 tech and entertainment devices in total, with internet-connected devices such as smartphones, laptops, and tablets being the most used daily. The multiple-device home is fast becoming the norm in many countries. Across the pond, the average UK home boasts 10 devices with the potential to connect to the internet. And if you happen to have children, your device tally increases by 50%: the average UK home with kids has access to 15 different internet-enabled devices.
– Parent of 2, 49
– Parent of 2, 49
Connected homes:
families in 2024
Today, the average US household has access to 13 device types, and a significant 21 tech and entertainment devices in total, with internet-connected devices such as smartphones, laptops, and tablets being the most used daily. The multiple-device home is fast becoming the norm in many countries. Across the pond, the average UK home boasts 10 devices with the potential to connect to the internet. And if you happen to have children, your device tally increases by 50%: the average UK home with kids has access to 15 different internet-enabled devices.
It’s difficult to ensure that children use [devices] wisely, while even adults find difficulty in doing so.
– Parent of 2, 49
– Parent of 2, 49
– Parent of 2, 46
My 14-year-old son uses technology appropriately most of the time, but my 16-year-old daughter does not. It really depends on the child.
– Parent of 2, 46
When it comes to children keeping tech use balanced, parents have little confidence. 66% of parents don’t feel that their child is good at monitoring their own tech use. This likely explains why parents turn to parental controls, digital wellbeing tools, and other methods to better manage their children’s tech use.
How much do you agree with the following statements?
Parents are evenly split between other age groups: 19% advocate for parental controls at age 4-6, 7-9, and 10-12 respectively. However, nearly all parents agree that these tools should be implemented before the teenage years: just 3% of parents think age 13+ is ideal for introducing parental control tools.
Safety risks are always a concern when children use smart devices. To mitigate this, a third of parents (33%) keep tech use in the open by allowing their children to use devices in family spaces only. Other parents join in with their kids’ online experiences, with 31% opting to co-play video games or watch content with their children.
However, investing in devices with fewer connectivity capabilities proves less popular: only 1 in 10 parents vouches for low-tech alternatives to popular devices, such as dumbphones or smartwatches.
At what age do you think is the ideal to start using parental controls on children’s devices?
By far the most popular way parents contribute to their children’s digital wellbeing is through dialogue: 80% of parents hold regular conversations about their children’s technology use and the inherent risks. But how does the discussion start?
Parents are proactive about the risks their children face as they spend more time on devices. 54% regularly talk to their children about online safety without being prompted by a safety concern, while 2 in 5 parents talk to their child about online safety when they uncover something concerning in their child’s digital activities.
By far the most popular way parents contribute to their children’s digital wellbeing is through dialogue: 80% of parents hold regular conversations about their children’s technology use and the inherent risks. But how does the discussion start?
Parents are proactive about the risks their children face as they spend more time on devices. 54% regularly talk to their children about online safety without being prompted by a safety concern, while 2 in 5 parents talk to their child about online safety when they uncover something concerning in their child’s digital activities.
As much as families are aware of the risks, it’s difficult to prepare children for the dangers that can await them as they explore online. Among the many harms out there, some motivate parents to protect their children’s devices more than others.
Thinking back to when they chose to monitor their children’s devices, parents ranked their feelings surrounding the online content their child might be exposed to, from not concerned to extremely concerned. Overwhelmingly, adult content was the biggest motivator for families when choosing to monitor their children’s devices, with 73% of parents expressing they were very or extremely concerned about their children encountering sexual content.
Mental health concerns also factored into parents’ decisions: 55% were very or extremely concerned about suicidal content, while just under half (49%) felt the same way about self-harm. Exposure to illegal activities, such as alcohol or drug use, also motivated parents to monitor their children’s devices, along with the potential to come across dangerous challenges, which frequently circulate via social media and often promote illegal or problematic behavior.
As much as families are aware of the risks, it’s difficult to prepare children for the dangers that can await them as they explore online. Among the many harms out there, some motivate parents to protect their children’s devices more than others.
Thinking back to when they chose to monitor their children’s devices, parents ranked their feelings surrounding the online content their child might be exposed to, from not concerned to extremely concerned. Overwhelmingly, adult content was the biggest motivator for families when choosing to monitor their children’s devices, with 73% of parents expressing they were very or extremely concerned about their children encountering sexual content.
Mental health concerns also factored into parents’ decisions: 55% were very or extremely concerned about suicidal content, while just under half (49%) felt the same way about self-harm. Exposure to illegal activities, such as alcohol or drug use, also motivated parents to monitor their children’s devices, along with the potential to come across dangerous challenges, which frequently circulate via social media and often promote illegal or problematic behavior.
When choosing to monitor their device(s), how concerned are you about your child accessing the following types of content? Ranking: most to least concerned
When choosing to monitor their device(s), how concerned are you about your child accessing the following types of content? Ranking: most to least concerned
When choosing to monitor their device(s), how concerned are you about your child accessing the following types of content?
Ranking: most to least concerned
– Parent of 4, 40
A child in my home will have a phone when it is needed for safety. A smartphone is not needed, however it’s what they will get because it simplifies the number of devices we have and has the ability to run software to keep them safe.
– Parent of 4, 40
The age of the smartphone
In many countries, the average age a child receives their first smartphone coincides with their transition from elementary school. This life change often means more freedom for tweens and young teens – along with an increased need to keep them safe as they navigate the world more independently. However, being developmentally prepared versus “ready” in terms of what society expects are two different things.
Despite only 9% of parents believing that owning a smartphone is appropriate for under 10s, 16% of parents allowed their child to have one at age 10 or younger. On the other end of the spectrum, while 16% of parents believe 16 or older is the right age for a child’s first smartphone, only 3% actually followed this approach. Overall, most parents agree that 12 is the ideal age for phone ownership, and it’s also the age when they first gave their children a smartphone.
The age of the smartphone
In many countries, the average age a child receives their first smartphone coincides with their transition from elementary school. This life change often means more freedom for tweens and young teens – along with an increased need to keep them safe as they navigate the world more independently. However, being developmentally prepared versus “ready” in terms of what society expects are two different things.
Despite only 9% of parents believing that owning a smartphone is appropriate for under 10s, 16% of parents allowed their child to have one at age 10 or younger. On the other end of the spectrum, while 16% of parents believe 16 or older is the right age for a child’s first smartphone, only 3% actually followed this approach. Overall, most parents agree that 12 is the ideal age for phone ownership, and it’s also the age when they first gave their children a smartphone.
Age parents feel is appropriate for a child to have their first smartphone, versus age parents gave their child their first smartphone
Our child was the last (or at least one of the last 2 or 3) kids to get a phone in 8th grade. He was ridiculed for it. And it frayed our relationship some. Even with that, we wish we could’ve waited longer because of his inability to self-regulate and the impact on him emotionally.
– Parent of 3, 40
When asked about the age they gave their child a phone for the first time, many parents pointed to societal pressure and the difficulty of resisting the trend of early phone ownership. But with hindsight, many parents would do things differently: almost half of parents (49%) would change the age they gave their child their first smartphone, overwhelmingly believing they should have waited until they were older. Just over half of families remained positive in their decision: 51% of parents asserted they made the right choice, giving their child their first phone at the appropriate age.
Elaborating on their change in perspective, parents’ most common answers included concerns about addiction, lack of maturity to handle the device responsibly, excessive time spent on screens, exposure to inappropriate content, impact on mental health and behavior, pressure from peers, and the belief that children should be older before being exposed to the risks and distractions of smartphones.
Looking back, would you change the age you gave your child their first smartphone?
– Parent of 2, 42
– Parent of 2, 43
I would wait until they are older to allow them to mature a bit more and have more experience dealing with making decisions and setting boundaries. Know better who they are, which comes at different ages for different kids
– Parent of 2, 42
On one hand, I’d have waited until they were more mature, but on the other, at an earlier age – with parental control tools – they listen to you and you can guide them before they reach an age where they tend to listen more to their peers.
– Parent of 2, 43
Over time, more and more stones become unturned, revealing the potential for children to encounter harm on particular apps. In recent years, one type of app has stood out for its risk potential: social media. Modern social media has evolved from its humble beginnings as a way to share party photos and embarrassing status updates with our nearest and dearest, to become a space where we can voice our opinions to the whole world – for the better and worse.
Over time, more and more stones become unturned, revealing the potential for children to encounter harm on particular apps. In recent years, one type of app has stood out for its risk potential: social media. Modern social media has evolved from its humble beginnings as a way to share party photos and embarrassing status updates with our nearest and dearest, to become a space where we can voice our opinions to the whole world – for the better and worse.
My daughter was 7 and she was too young, as now she is 12 and has been exposed to online trends. It has given her negative beliefs about herself and the world.
– Parent of 2, 48
– Parent of 2, 40
My son was 12 and that was a good age.
My daughter was 7 and she was too young, as now she is 12 and has been exposed to online trends. It has given her negative beliefs about herself and the world.
– Parent of 2, 48
The pressure to have a smartphone because peer groups do makes it hard to deny your child so they are not ostracized.
– Parent of 2, 40
When asked about the age they believed was appropriate for children to use social media, parent responses leaned towards the late teens. 27% of parents believe that 16 is the right age for children to start using social media, with the next largest group believing teens should hold off until adulthood: 18% of parents consider 18 to be the appropriate age for children to use social platforms.
– Parent of 1, 57
What age do you think is appropriate for children to start using social media?
When asked about the age they believed was appropriate for children to use social media, parent responses leaned towards the late teens. 27% of parents believe that 16 is the right age for children to start using social media, with the next largest group believing teens should hold off until adulthood: 18% of parents consider 18 to be the appropriate age for children to use social platforms.
When social media is appropriate depends on the child – limits on use are a good way to help them learn how to handle the responsibilities. My 14-year-old has very limited use of a couple of platforms. When he gets others depends on him
– Parent of 1, 57
What age do you think is appropriate for children to start using social media?
I’ve seen firsthand the addictive power that social media has, once you start using it, because of the need to connect with others. It’s a constant battle between my kids and us which is just easier to delay.
– Parent of 3, 50
I’ve seen firsthand the addictive power that social media has, once you start using it, because of the need to connect with others. It’s a constant battle between my kids and us which is just easier to delay.
– Parent of 3, 50
Back to school basics
The urge to stay connected and refresh feeds can be hard for both children and adults to resist. The average teen receives over 200 app notifications every day, with a quarter arriving during the school day .
The urge to stay connected and refresh feeds can be hard for both children and adults to resist. The average teen receives over 200 app notifications every day, with a quarter arriving during the school day.
Does your child’s school allow them to use smartphones?
Because of the potential for distraction, schools set rules for personal smartphone use, as well as school devices in the classroom. 62% of parents affirmed that their child’s school does not allow smartphones to be used during school hours, while a further 25% asserted that phones can be brought to school and used during break times, but they must be switched off or handed to a teacher during class. Fewer than 1 in 10 kids can both take their smartphone to school and use it in class – so while phone use may cause issues during family time, kids still have the opportunity to focus and stay distraction-free during school hours.
And it’s not just phones that are creating a buzz: educational devices and their role in modern schooling have also become a discussion point. While many see them as an essential tool in the classroom, allowing kids to actively learn alongside technology, others see a different side. From Sweden to Thailand, measures have been proposed to control students’ access to devices, and promote healthier habits in and out of the classroom.
– Parent of 1, 52
Because of the potential for distraction, schools set rules for personal smartphone use, as well as school devices in the classroom. 62% of parents affirmed that their child’s school does not allow smartphones to be used during school hours, while a further 25% asserted that phones can be brought to school and used during break times, but they must be switched off or handed to a teacher during class. Fewer than 1 in 10 kids can both take their smartphone to school and use it in class – so while phone use may cause issues during family time, kids still have the opportunity to focus and stay distraction-free during school hours.
And it’s not just phones that are creating a buzz: educational devices and their role in modern schooling have also become a discussion point. While many see them as an essential tool in the classroom, allowing kids to actively learn alongside technology, others see a different side. From Sweden to Thailand, measures have been proposed to control students’ access to devices, and promote healthier habits in and out of the classroom.
I was motivated to use parental controls because of inappropriate websites, and the need to see who is communicating with my child and how much time he spends on the phone and on what. I like the ability to disable [his] phone during school hours
– Parent of 1, 52
Are any of your children required to use a device for school?
67% of children use a school device – either brought from home (BYOD, or bring your own device, a popular option in schools across the US and Australia), or supplied by the school itself. Compared to 72% in 2023, this marks a relatively small dip of 5 percentage points: too soon to tell whether the trend points towards a reduction of devices in an educational setting or not.
School devices can be beneficial for children’s growth and learning, but they also add extra responsibility for parents to ensure safety as children transition from school to home. With 2 out of 3 children now using a school device, some schools are exploring ways to ensure that safety measures in the classroom align with how families use devices at home.
Do you have any access to parental monitoring features on your child’s school device?
Do you have any access to parental monitoring features on your child’s school device?
AI in 2024: Beyond the buzz
Thanks largely to the rise of ChatGPT, 2023 saw a generative AI boom as people from all walks of life began experimenting with this novel technology. While the hype somewhat cooled off in 2024, AI continued to advance and be integrated into the apps and platforms we use daily. For example, Google began the rollout of AI Overviews, AI-generated “snapshots” that synthesize information from multiple sources, which promises to revolutionize the way we search.
Our 2024 analysis of kids’ device use showed that OpenAI.com, the website hosting the generative AI chatbot ChatGPT, became the 11th site most-visited by kids globally, rising from 18th place in 2023. ChatGPT was especially popular in Spain, where OpenAI.com ranked as the 7th most-visited website among children.
Interest in AI is not just growing, it’s spreading from the informative, neutral voice of ChatGPT toward more “human” interactions offered by personalized chatbot platforms, such as Character.ai, one of 2024’s most popular AI-powered chatbot services. Although interactions on these platforms are with AI characters and not human users, there are still safety risks that parents need to be aware of. The real-time, almost natural conversation may offer some entertainment and connection, but behind a fake facade. These emotional bonds might be artificial, but their pull on younger users can prove difficult to resist, creating new digital challenges that kids, teens, and their parents will need to navigate together.
There’s no doubt that AI is a game-changer, and both an advancement and enhancement of how we use technology – its growth will shape our lives significantly. However, while there are impressive benefits, there is a darker side to AI that we must all carefully consider, and prepare for, especially for children.
AI in 2024: Beyond the buzz
Thanks largely to the rise of ChatGPT, 2023 saw a generative AI boom as people from all walks of life began experimenting with this novel technology. While the hype somewhat cooled off in 2024, AI continued to advance and be integrated into the apps and platforms we use daily. For example, Google began the rollout of AI Overviews, AI-generated “snapshots” that synthesize information from multiple sources, which promises to revolutionize the way we search.
Our 2024 analysis of kids’ device use showed that OpenAI.com, the website hosting the generative AI chatbot ChatGPT, became the 11th site most-visited by kids globally, rising from 18th place in 2023. ChatGPT was especially popular in Spain, where OpenAI.com ranked as the 7th most-visited website among children.
Interest in AI is not just growing, it’s spreading from the informative, neutral voice of ChatGPT toward more “human” interactions offered by personalized chatbot platforms, such as Character.ai, one of 2024’s most popular AI-powered chatbot services. Although interactions on these platforms are with AI characters and not human users, there are still safety risks that parents need to be aware of. The real-time, almost natural conversation may offer some entertainment and connection, but behind a fake facade. These emotional bonds might be artificial, but their pull on younger users can prove difficult to resist, creating new digital challenges that kids, teens, and their parents will need to navigate together.
There’s no doubt that AI is a game-changer, and both an advancement and enhancement of how we use technology – its growth will shape our lives significantly. However, while there are impressive benefits, there is a darker side to AI that we must all carefully consider, and prepare for, especially for children.
I was motivated to use parental controls because of the pervasiveness of porn and other inappropriate material online; and the fact that misinformation, AI, and fake information have become so common and hard to recognize.
– Parent of 2, 35
Use of OpenAI across 2024
Overall web ranking of OpenAI.com versus number of children aged 4-18 who accessed the site over the year
The digital tomorrow
Rolling back device use in a fully digital landscape is a Herculean task. With families, educators, and experts differing in opinion, deciding on the right amount of technology is an exercise in straw-grasping. Going device-free doesn’t reflect the world we live in, and denies children the chance to enjoy the many benefits technology offers.
It’s clear that families see both sides of the coin, and, in calling for change, they are seeking ways to create a digital space as it should be: an internet that supports rather than harms children, and kid-friendly devices that ensure their safety while preparing them to be part of our connected world.
I was motivated to use parental controls because of the pervasiveness of porn and other inappropriate material online; and the fact that misinformation, AI, and fake information have become so common and hard to recognize.
– Parent of 2, 35
Use of OpenAI across 2024
Overall web ranking of OpenAI.com versus number of children aged 4-18 who accessed the site over the year
Rolling back device use in a fully digital landscape is a Herculean task. With families, educators, and experts differing in opinion, deciding on the right amount of technology is an exercise in straw-grasping. Going device-free doesn’t reflect the world we live in, and denies children the chance to enjoy the many benefits technology offers.
It’s clear that families see both sides of the coin, and, in calling for change, they are seeking ways to create a digital space as it should be: an internet that supports rather than harms children, and kid-friendly devices that ensure their safety while preparing them to be part of our connected world.
There isn’t a clear understanding of how a child’s brain is affected by prolonged screen exposure, especially when the content is dictated by algorithms – I like to look at it like a diet, the type of diet that nourishes the body, and the type of content that nourishes the brain, versus junk content.
– Parent of 2, 45
– Parent of 1, 60
The smartphone and the digital world, like the internet, social media and so on, are a blessing because they give us more opportunities to access knowledge – so we can use it to our advantage. But this comes with a responsibility that isn’t fully developed until reaching a certain age, and that depends on each child or teen.
– Parent of 1, 60
There isn’t a clear understanding of how a child’s brain is affected by prolonged screen exposure, especially when the content is dictated by algorithms – I like to look at it like a diet, the type of diet that nourishes the body, and the type of content that nourishes the brain, versus junk content.
– Parent of 2, 45
Kids and app use in 2024
KEY INSIGHTS: A YEAR IN NUMBERS
In our annual report research, we examine how children use applications on their personal devices, most commonly including smartphones and tablets, but also computers, across 5 popular categories. We track the year’s most popular apps, and look at how long they engaged the kids who used them for. Here are some of the highlights from 2024.
Kids and app use in 2024
KEY INSIGHTS: A YEAR IN NUMBERS
In our annual report research, we examine how children use applications on their personal devices, most commonly including smartphones and tablets, but also computers, across 5 popular categories. We track the year’s most popular apps, and look at how long they engaged the kids who used them for. Here are some of the highlights from 2024.
The total amount of daily screen time kids spent on personal devices outside school hours, matching their average for 2023.
The extra amount of time children in the US spent on YouTube versus their Spanish counterparts: for every hour Spanish kids watched YouTube, US children watched almost 2.
The average daily time kids around the world spent on TikTok, the most popular social media app. The heaviest users were in the UK where this figure went up to 2hrs 12mins.
The extra time kids globally spent on Instagram compared with 2023. Kids spent a worldwide average of 79 mins/day, up from 63.
The average time Spanish children spent on Brawl Stars, ousting Roblox as most popular app for the first time since 2020.
Globally, kids spent 4.1 times more time chatting with friends on Snapchat than on WhatsApp, the most popular communication app.
The average daily time kids worldwide dedicated to sharpening their language skills on Duolingo – about the same length as a typical lesson.
The number of children in Spain using WhatsApp: up 4 percentage points from 2022, making them the biggest users of the messaging app from all countries included in our report.
The daily time spent cramming in language practice on kids’ number one learning app, Duolingo.
The total amount of daily screen time kids spent on personal devices outside school hours, matching their average for 2023.
The extra amount of time children in the US spent on YouTube versus their Spanish counterparts: for every hour Spanish kids watched YouTube, US children watched almost 2.
The average daily time kids around the world spent on TikTok, the most popular social media app. The heaviest users were in the UK where this figure went up to 2hrs 12mins.
The extra time kids globally spent on Instagram compared with 2023. Kids spent a worldwide average of 79 mins/day, up from 63.
The average time Spanish children spent on Brawl Stars, ousting Roblox as most popular app for the first time since 2020.
Globally, kids spent 4.1 times more time chatting with friends on Snapchat than on WhatsApp, the most popular communication app.
The average daily time kids worldwide dedicated to sharpening their language skills on Duolingo – about the same length as a typical lesson.
The number of children in Spain using WhatsApp: up 4 percentage points from 2022, making them the biggest users of the messaging app from all countries included in our report.
The daily time spent cramming in language practice on kids’ number one learning app, Duolingo.
Research by app category
Online video
2024 saw little change in the amount of time children streamed content. YouTube held the top spot for children worldwide who spent an average of 71 minutes per day tuning into their favorite channels. Despite production cutbacks, price rises, and increases in ads, Netflix remained the most popular paid streaming service with kids spending a global average of 42 minutes per day on the platform.
Social media
In a pivotal year for social media, kids globally clocked up 16% more screen time across the two most popular platforms, TikTok and Instagram, than in 2023. TikTok took the top spot again with kids spending a global average of 120 minutes scrolling, 8 minutes more than the previous year. Instagram use surged globally too, with the biggest scrollers being in the US where kids spent 89 minutes per day on the Meta-owned platform.
Gaming
Following in 2023’s footsteps, Roblox ranked as the most popular gaming app and the one where kids spent the most time, with a global average of 139 minutes per day—9 minutes more than the previous year. While Roblox held the top spot globally, Brawl Stars became the most popular mobile game in Spain and France, where kids spent an average of 31 and 30 minutes per day on the fast-paced, multiplayer.
Education
On their personal devices, children spent 6 minutes per day on educational apps – reflecting a typical daily session on a gamified learning app, such as Duolingo. The language trainer was the most popular educational app with kids who spent a global average of 8 mins/day polishing their language skills. School devices were where kids devoted the majority of their educational screen time with Google Classroom and Blooket among the most used platforms.
Communication
Thanks to its popularity in the UK, France, and Spain, WhatsApp was the top communication app globally; in the US, however, it was Snapchat and Discord where kids preferred to chat. Despite WhatsApp’s global popularity, kids worldwide spent much more time on Snapchat where they averaged 78 mins/day – almost an hour more than they spent chatting on WhatsApp.
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the report
The final word
Since we published our first report, 6 years ago, our aim hasn’t changed: to provide a yearly snapshot of how families are living in an increasingly connected digital world. By providing insights into where children spend their time online, we’ve shed light on trends and lent our voice to the worldwide conversation on online safety and digital wellbeing.
In 2024, this conversation picked up significant steam. We saw kid-popular Roblox respond to concerned parents by revising the platform’s safety systems and parental controls; and Instagram introduce Teen Accounts for users under 16, with features specially designed to protect young people. We even saw governmental action, with Australia passing a ban on social media for users under 16, and Norway implementing an age limit of 15 for social media use.
Today’s parents face the unprecedented challenge of guiding their children through this increasingly complex digital world – one that offers incredible educational and social opportunities but also introduces safety risks and pitfalls new to all of us. Our parent survey revealed that there’s no one-size-fits-all solution, and that the path to digital wellbeing is far from easy. For instance, many parents regret giving their child a smartphone too early, and admit the draw of the digital world is hard to resist, reflected in their belief they also spend too much time on their own devices.
Where children invested their time in 2024 didn’t change much from previous years, but the amount of time spent on the leading apps continued to rise. On average, kids spent 7% more time on Roblox, YouTube, TikTok, Instagram, and Snapchat than in 2023. We’ve also seen kids’ – and our own – interest in AI blossom from curiosity to everyday support.
With children spending more time online, the conversations about online safety and social media’s effects on mental health are getting louder. Governments are on a mission to protect, but whether bans on social media are effective remains to be seen. At Qustodio, however, we are more convinced than ever that by taking a holistic approach, consisting of open conversations, education, and mindful monitoring, we can help children enjoy the countless benefits technology offers while preparing them to face its challenges with confidence.
A brighter and safer digital future is within our grasp.
The final word
Since we published our first report, 6 years ago, our aim hasn’t changed: to provide a yearly snapshot of how families are living in an increasingly connected digital world. By providing insights into where children spend their time online, we’ve shed light on trends and lent our voice to the worldwide conversation on online safety and digital wellbeing.
In 2024, this conversation picked up significant steam. We saw kid-popular Roblox respond to concerned parents by revising the platform’s safety systems and parental controls; and Instagram introduce Teen Accounts for users under 16, with features specially designed to protect young people. We even saw governmental action, with Australia passing a ban on social media for users under 16, and Norway implementing an age limit of 15 for social media use.
Today’s parents face the unprecedented challenge of guiding their children through this increasingly complex digital world – one that offers incredible educational and social opportunities but also introduces safety risks and pitfalls new to all of us. Our parent survey revealed that there’s no one-size-fits-all solution, and that the path to digital wellbeing is far from easy. For instance, many parents regret giving their child a smartphone too early, and admit the draw of the digital world is hard to resist, reflected in their belief they also spend too much time on their own devices.
Where children invested their time in 2024 didn’t change much from previous years, but the amount of time spent on the leading apps continued to rise. On average, kids spent 7% more time on Roblox, YouTube, TikTok, Instagram, and Snapchat than in 2023. We’ve also seen kids’ – and our own – interest in AI blossom from curiosity to everyday support.
With children spending more time online, the conversations about online safety and social media’s effects on mental health are getting louder. Governments are on a mission to protect, but whether bans on social media are effective remains to be seen. At Qustodio, however, we are more convinced than ever that by taking a holistic approach, consisting of open conversations, education, and mindful monitoring, we can help children enjoy the countless benefits technology offers while preparing them to face its challenges with confidence.
A brighter and safer digital future is within our grasp.
