Between fun and safety

In a recent study, Viacom International Media Networks (VIMN) surveyed around 2,500 children between the ages of three and thirteen together with their parents on the subject of media use and parental influence strategies, 350 of them in Switzerland. In summary, it can be said that when it comes to the well-being of their children, Swiss parents attach far more importance to the top three factors of family, health and happiness in an international comparison than parents in the comparison countries. In addition, children's safety with regard to media use has a very high priority in a country where virtually every household is equipped with the four screens - TV set, laptop, smartphone, tablet.

For parents, nothing is more important than the well-being of their children. But how do children's TV and video offerings fit into this endeavor? The new study by Viacom International Media Networks (VIMN), which was presented by Simone Reitbauer, Head of Research & Insights, in Zurich on Thursday, deals with these issues surrounding the media use of the young target group.

Do parents influence their children's media use in view of the almost unlimited supply? Or do they hold back more than generally expected? The study provides answers. Safety yes, but family, health and happiness come first. In general, parents consider the most important factors for their child's well-being to be a loving family (78 percent agree), then health (75 percent) and happiness (73 percent), followed by self-confidence, having fun, education and safety (70 percent each). Swiss parents place even more value on the top three factors of family (87 percent), health (86 percent) and happiness (84 percent).

Security nevertheless important - especially in the area of media

When it comes to media use, the safety of their children is nevertheless indispensable for parents, especially in view of the almost unlimited range of media on offer - including and especially for children. Seven out of ten parents in Switzerland agree that "the world is less safe for children these days". And eight out of ten agree that "children should be particularly protected when using media.

Much more choice for kids - more devices and more platforms

Safety in media use is particularly important because children have access to an ever-increasing number of devices and media platforms every day. For example, 84 percent of all Swiss family households with children between the ages of six and thirteen own a tablet, and almost all (95 percent) have a smartphone. This means that the vast majority of Swiss households are now equipped with the four screens - TV set, laptop, smartphone, tablet.

More freedom of choice in media use

Children have a great deal of freedom of choice when it comes to their own media use. This is favored by the very fact that online video offerings are often used by children alone. Around two-thirds of children between the ages of six and thirteen spend most of their time on their smartphone or tablet alone - in contrast to the TV, which often invites them to watch together with their parents or siblings.

Parents influence access and time - rather than content

Parents influence their children's media use, but this is predominantly done by regulating access and usage time - such as setting times when certain devices may be used. For example, 70 percent of Swiss parents say they only allow their children to use the TV or other devices once they have finished their homework. Direct influence on the stations, programs or videos watched, on the other hand, is rather rare: Parents observe and inform themselves, but only intervene actively if they see their child's well-being at risk, for example through particularly frightening content.

Child friendly content and fun for the child

Consequently, when rating children's programs, parents in Switzerland first and foremost attach importance to content suitable for children (68 percent agree). In addition, the program should be entertaining and educational - and of course offer lots of fun. Parents and children's television - perception and evaluation on three levels Overall, parents evaluate children's stations, programs and content on three levels, which are roughly comparable to a traffic light system: The red, rather small level (I don't allow that) contains content or stations that parents perceive as really harmful. In the yellow area are providers such as YouTube, whose content may not always be liked or assessed by parents, but is often tolerated because children like it. From the parents' point of view, dedicated children's offerings are in the green area (no problem at all): Online offerings such as "YouTube Kids" find their place here - but above all established children's channels such as Nickelodeon. These station brands act as a protective shield and thus give parents a safe feeling about their children's media use.