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On Mother’s Day, a pertinent report by market research firm Techarc unveiled a staggering statistic: a resounding 89% of Indian mothers express concern regarding their children’s screen time. The study, which surveyed 600 working mothers across four major metro cities, focused on households with children in grades 3-10.
In an era dominated by digital ecosystems, the report delves into the multifaceted challenges, interests, and preferences shaping modern motherhood. Chief among the concerns highlighted in the report is the belief among mothers that excessive screen time adversely affects their children’s academic performance, as well as their mental and physical well-being.
Privacy breaches ranked high among maternal worries, with 81% expressing concern, closely followed by apprehensions about exposure to inappropriate content (72%). Additionally, the influence of teenage social media personalities (45%), the proliferation of deep fakes and impersonations (26%), and the impending rise of Generation AI all weighed heavily on maternal minds.
Particularly alarming to mothers is the potential for deep fakes and AI advancements to be misused, posing threats to individuals’ reputations and credibility. The increasing accessibility and anticipated popularity of VR headsets, notably following the launch of Apple Vision Pro, also raised red flags among surveyed mothers. Many fear that such immersive technologies may exacerbate children’s detachment from their surroundings, leading to heightened distractions.
Despite these concerns, mothers acknowledge the indispensable role of the digital realm in their children’s lives, noting its evolution over the past five years. A significant portion of mothers, over 60%, reported spending between 51-85% of their expenditures on their children through digital channels, with nearly 20% of digitally savvy mothers surpassing the 85% threshold.
Amazon emerged as the most trusted digital partner for mothers when it comes to shopping, followed by Swiggy for food delivery and Disney Hotstar for entertainment.
The report underscores the nuanced relationship between Indian mothers and the digital landscape, balancing apprehension with recognition of its utility. As technological advancements continue to reshape parenting dynamics, the dialogue surrounding screen time and online safety remains ever crucial for mothers navigating the digital age.
