This study analyses the media behaviour of children aged 3 to 10 years. It is part of a series of studies that has been researching trends since 2007. Data was collected from children aged 6 to 10, parents of children aged 3 to 10, and educators from kindergartens and primary schools. Key findings show that playing outdoors remains children’s preferred leisure activity. However, media integration is high; Television (TV) and Smartphones remain the most important devices. Average TV usage (105 minutes daily) remains significantly above pre-pandemic levels. Among social networks, WhatsApp and YouTube are the most used by 6- to 10-year-olds. The study’s special focus on Online Games reveals they are played for an average of 45 minutes daily and are highly rated for their fun factor. Parents and educators maintain a critical view, noting that smartphones negatively affect direct conversations.
(Source: Report)
Funded by: Education Group GmbH
Methodology
The study was commissioned by the Education Group and carried out by the market Institut, investigating the media behaviour of 3- to 10-year-old children in Upper Austria (OÖ). The 2024 wave specifically focused on online games. Data collection occurred primarily between April 9 and May 21, 2024. Three target groups were surveyed: 500 children (6–10 years) via personal face-to-face interviews; 300 parents (of 3–10 year olds) via a hybrid approach combining face-to-face and online interviews; 200 educators (from OÖ kindergartens and primary schools) via telephone CATI-interviews.
(Source: Report)
Country or region of researched population
Austria
Citation
Education Group GmbH. (2024). 9. OÖ. Kinder-Medien-Studie 2024: Das Medienverhalten der 3- bis 10-Jährigen. market Institut.
This study analyses the media behaviour of children aged 3 to 10 years. It is part of a series of studies that has been researching trends since 2007. Data was collected from children aged 6 to 10, parents of children aged 3 to 10, and educators from kindergartens and primary schools. Key findings show that playing outdoors remains children’s preferred leisure activity. However, media integration is high; Television (TV) and Smartphones remain the most important devices. Average TV usage (105 minutes daily) remains significantly above pre-pandemic levels. Among social networks, WhatsApp and YouTube are the most used by 6- to 10-year-olds. The study’s special focus on Online Games reveals they are played for an average of 45 minutes daily and are highly rated for their fun factor. Parents and educators maintain a critical view, noting that smartphones negatively affect direct conversations.
(Source: Report)
Funded by: Education Group GmbH
Methodology
The study was commissioned by the Education Group and carried out by the market Institut, investigating the media behaviour of 3- to 10-year-old children in Upper Austria (OÖ). The 2024 wave specifically focused on online games. Data collection occurred primarily between April 9 and May 21, 2024. Three target groups were surveyed: 500 children (6–10 years) via personal face-to-face interviews; 300 parents (of 3–10 year olds) via a hybrid approach combining face-to-face and online interviews; 200 educators (from OÖ kindergartens and primary schools) via telephone CATI-interviews.
(Source: Report)
Country or region of researched population
Austria
Citation
Education Group GmbH. (2024). 9. OÖ. Kinder-Medien-Studie 2024: Das Medienverhalten der 3- bis 10-Jährigen. market Institut.
- social media online gaming media literacy
