Over the past year Internet security company AVG has been running an on-going study called Digital Diaries (http://www.avgdigitaldiaries.com) looking at how technology is changing childhood. One key result from February was about kids acquiring tech skills from a very early age with three and four year olds more likely to be able to play a computer game than ride a bike.
As a result, you’d imagine that today’s pre-teens (10-13 year olds) would be very well versed in the online world, perhaps even more so than their parents. Most North American, Australian / New Zealand and European parents however would disagree, with only 8% being willing to credit their kids with knowing more about the Internet than they do.
Not only that, but it is the Dad of the house who is most likely to consider himself an expert – 87% of Dads were most likely to say they know the most about the Internet, compared to 58% of Mothers who felt the same.
Of course, Dad might think he knows best but this flies in the face of a lot of research that suggests otherwise. That research proves that the consumer Internet in general and social media in particular is female dominated. For example:
- Women have outnumbered men on social networks for years. As far back as 2008, Rapleaf found that women are not only more numerous on social media, but on average also have more social media friends
- A US survey from Rebtel in September found that women use social media to connect with friends, family and colleagues more than men. Meanwhile men are more likely to still use the phone
- A Comscore study carried out in the major European markets showed that 45+ women are very active on social media – even more so than women aged 25-34. By contrast, men use social media much less post middle age
- According to Nielsen, the “social mom” is more likely to shop, post and comment online, compared to the average Internet user
As a result, do Dads know the most? Depends how you define knowledge of course, but if measured in Internet usage patterns and how active they are online, many Dads are probably the least well informed about the Internet in their households.
AVG surveyed 4000+ parents in the US, Canada, the EU5 (UK, France, Italy, Spain, Germany), Australia, New Zealand and Japan. A full rundown of all the results can be found at http://www.avgdigitaldiaries.com A full version of the infographic is here
- Women Are More Dialed Into Social Networks to Communicate With Work Colleagues, Friends and Family, According to New Survey From Rebtel (prweb.com)