Survey: How Old Is Too Young? Microsoft asked about kids’ access to devices and online services Prepared for Microsoft by comScore September 5, 2013

Contents Methodology Executive summary Audience profile Parents who allow device usage Parents who do not allow and non-parents Appendix

Methodology Background Objectives Methodology Sample sizes The Microsoft Trustworthy Computing Communications team is interested in understanding when parents currently allow their children to use digital technology like computers, phones, email, social media, etc., and whether they are having conversations with their children around digital safety when using that technology.. Objectives Determine the age ranges of when parents or caregivers permit or plan to allow consumption of a variety of technologies by their children. Collect open-ended feedback of children’s technology consumption habits. Provide messaging to assist parents in having safe digital usage conversations with their children. Methodology Survey link: https://survey2.securestudies.com/wix/p222707061.aspx  The survey link was placed on the Safety & Security Center homepage, Facebook ads, and OutBrain/StumbleUpon The report is broken into three segments; Parents who allow child(ren) to use devices/online services; parents who do not allow child(ren) to use device/online services; and non-parents. Sample sizes Respondents - This is a representative sample of the people who took the survey via social media, blogs, and other communication channels. Margin Of Error Total…1025 +/- 3.1% Parents who allow the child to use the device/online service…620 +/- 2.5% Parents who do not allow the child to use the device/online service but will in the future…40 +/- 15.2% Non-parents…365 +/- 4.1% With a pure probability sample of 1025 one could say with a ninety-five percent probability that the overall results would have a sampling error of +/- 3.1 percentage points. However, besides sampling error, all sample surveys and polls may be subject to several additional sources of error that cannot be calculated, including, but not limited to coverage error, error associated with non-response, error associated with question wording and response options, and post-survey weighting and adjustments.

Executive summary: Parents Nearly all parents surveyed (94%) allow usage of at least one device or online service. Three quarters of parents allow children to use computers; the second most allowed are apps (56%). Computers and gaming consoles are introduced at a younger age (age 8 on average) than phones and services. Mobile phones, texting, and social networking are on the opposite end of the spectrum, introduced later on (average 11 to 12 years old). Two-thirds of parents who allow children to use a device/online service, set technology usage rules before their children reach age 10. According to parents, their guidance includes updating rules as children mature, setting time limits, restricting purchases, and coming to them if something goes wrong. Nearly one third of parents who do not currently allow usage of online services plan to allow it around 15 to 18 years old. The majority of all respondents believe that parents and teachers should provide guidance to children about online safety.

Executive summary: Non-parents Non-parents believe that children should be allowed to use technology 2 to 3 years later than parents actually allow 2 2 2 2 2 2 3 3 3 Q3/Q4 (for parents): How old was your child when you first allowed them to use the following devices/online services without supervision? Q5/Q6 (for non-parents): At what age, if any, do you think children should be allowed to use the following devices/online services without supervision? **Calculation: The mean age is calculated by using the average of the age groups as individual data points. 12 is average for non-parents 10 is average for parents that allow 11 is average for parents who don’t allow but will in the future

Audience profile

(Base: Total Respondents) Survey demographics (Base: Total Respondents) Parents Non-parents Q1: Are you the parent or guardian of a person who is 18 or younger? 64% 36% (n=1025)

As expected, parents skew older than non-parents Survey demographics Parents (Base: Parents) Non-parents (Base: Non-parents) Age Gender Age Gender Q1: Are you the parent or guardian of a person who is 18 or younger? Q11: Are you M/F? (Gender) Q12: Please select your age. *Prefer not to answer excluded from the overall (n=604) (n=350) (n=610) (n=301)

Parents who allow usage of devices and online services

% of parents who allow children to use online services or devices Nearly all parents allow their child to use at least one online service or device % of parents who allow children to use online services or devices (Base: Parents) Q1: Are you the parent or guardian of a person who is 18 or younger? Q2: Which, if any, of the following do you allow your child to use? 94% (n=660)

Parents who allow child to use… A computer is the top device allowed by parents and at the youngest age Parents who allow child to use… (Base: Parents) Q2: Which, if any, of the following do you allow your child to use? Q3/Q4: How old was your child when you first allowed them to use the following devices/online services without supervision? **Calculation: The mean age is calculated by using the average of the age groups as individual data points. (n=660)

(Base: Parents who allow child to use technology) Average age parents first allowed unsupervised use of technology (Base: Parents who allow child to use technology) 8 yrs. old Computer (n=486) 9 yrs. old Apps (n=349) 10 yrs. old Internet (n=394) 11 yrs. old Mobile phone (n=326) Gaming console (n=300) Email (n=284) Online games (n=267) Texting (n=253) 12 yrs. old Social networking (n=249) Q2: Which, if any, of the following do you allow your child to use? Q3/Q4: How old was your child when you first allowed them to use the following devices/online services without supervision? **Calculation: The mean age is calculated by using the average of the age groups as individual data points.

Average age first allowed use of technology In general, online services are introduced at an older age than devices Average age first allowed use of technology without supervision (Base: Parents who allow child to use device/online service) Q3/Q4: How old was your child when you first allowed them to use the following devices/online services without supervision? **Calculation: The mean age is calculated by using the average of the age groups as individual data points.

(Base: Parents who allow child to use device/online services) Two-thirds of parents who set technology usage rules do so before their children reach age 10 % of parents who set rules or had a conversation about the safe use of technology (Base: Parents who allow child to use device/online services) Child’s age when parents set rules (Base: Parents who allow child to use device/online services and set rules and answered the question) Q7: Have you had the chance to set rules or have a conversation with your children about the safe use of devices (like computers and phones) or online services (such as texting, apps, or online games)? Q8: How old were your children when you established these rules or had this safety conversation? Set rules/have conversation 83% Yes (n=468) Age (n=219)

Themes from ground rules set for children Recognized the need to change rules as kids demonstrated readiness Set time limits for how long devices can be used Required parental approval before any online purchases are made Told children to come to them if something went wrong or they had questions Q9: Please briefly describe the guidance or rules you’ve given your children for using devices or online services safely.

Any contacts or friends are cleared Actual parental ground rules for technology usage (Base: Parents who allow child to use device and set rules) I explained the possibility of imposters and Internet threats (false information, tracking, stalking, viruses through their access points). I explained that once they post something/anything on the Internet they have no control over what happens to that posting whether it’s textual based or image based. Any contacts or friends are cleared by the parents, no unsolicited communications, never share names, addresses or personal information online. Never click on anything that looks fake or not official without asking a parent. Q9: Please briefly describe the guidance or rules you’ve given your children for using devices or online services safely. I would let them use the computer for friendly games and in social networks like Facebook where they can talk and exchange ideas with their friends. Don't click randomly on things, especially pop ups. If you have any doubts, ask your parent.

Parents who do not allow usage and non-parents

(Base: Parents allowed; parents would allow; non-parents would allow) Non-parents would allow technology use at a later age than parents Average age first allowed/would allow use of technology without supervision (Base: Parents allowed; parents would allow; non-parents would allow) a b a b a b a b a b a b a a b a a a a a a a a a a Q3/Q4: How old was your child when you first allowed them to use the following devices/online services without supervision? Q5/Q6: At what age, if any, do you think children should be allowed to use the following devices/online services without supervision? abc indicates significance at a 95% confidence interval

(Base: Parents/Non-parents) The majority believe parents and teachers should provide guidance around safe technology usage Responsibility to give children the guidance they need to safely use devices and online services (Base: Parents/Non-parents) Q10: Whose responsibility is it to give children the guidance they need to safely use devices (like computers and phones) or online services (such as texting, apps, or online games)? Green box indicates statistically significant difference than the other group at a 95% confidence interval

Appendix

PARENTS: Age first allowed use of devices Parents introduce computers and gaming consoles at a younger age than mobile phones PARENTS: Age first allowed use of devices without supervision (Base: Parents who allow child to use device) ≤3 4-6 7-10 11-14 15-18 Average age Gaming console (n=300) 14% 27% 29% 16% 8 Computer (n=486) 17% 23% 26% 18% Mobile phone (n=326) 15% 11 Q3: How old was your child when you first allowed them to use the following device(s) without supervision? Boxes indicate data is statistically significantly higher than at least two other ages at a 95% confidence interval

Age parents first allowed use of online services without supervision The majority of parents allow unsupervised use of online services after age 6 Age parents first allowed use of online services without supervision (Base: Parents who allow child to use online service) ≤3 4-6 7-10 11-14 15-18 Average age Internet (n=394) 9% 14% 28% 26% 23% 10 Apps (n=349) 19% 17% 25% 22% 18% 9 Online games (n=267) 10% 32% Texting (n=253) 8% 4% 27% 37% 11 Email (n=284) 7% 31% Social networking (n=249) 35% 33% 12 Q4: How old was your child when you first allowed them to use the following online service(s) without supervision? Boxes indicate data is statistically significantly higher than at least two other ages at a 95% confidence interval

PARENTS: Age would first allow use of devices without supervision Parents delay device usage PARENTS: Age would first allow use of devices without supervision (Base: Parents who would allow child to use particular devices but do not currently allow use of device) ≤3 4-6 7-10 11-14 15-18 Would not allow Computer (n=174) 14% 12% 17% 9% 32% Mobile phone (n=334) 10% 6% 13% 21% 31% Gaming console (n=360) 20% 16% Q5: At what age, if any, do you think children should be allowed to use the following device(s) without supervision? Boxes indicate data is statistically significantly higher than at least two other ages at a 95% confidence interval

Nearly one-third of parents who do not currently allow usage of online services would do so at ages 15 to 18 PARENTS: Age would first allow use of online service without supervision (Base: Parents who would allow child to use online service but do not currently allow) ≤3 4-6 7-10 11-14 15-18 Would not allow Internet (n=266) 7% 8% 16% 18% 33% 17% Apps (n=311) 12% 14% 15% 35% Online games (n=393) 5% 9% 19% 31% 27% Texting (n=407) 6% 13% 20% 36% Email (n=376) 23% 32% Social networking (n=411) 4% 45% 22% Q6: At what age, if any, do you think children should be allowed to use the following online service(s) without supervision? Boxes indicate data is statistically significantly higher than at least two other ages at a 95% confidence interval

NON-PARENTS: Age would first allow use of devices without supervision 7% of non-parents would never allow unsupervised usage of devices NON-PARENTS: Age would first allow use of devices without supervision (Base: Non-parents) ≤3 4-6 7-10 11-14 15-18 Would not allow Computer (n=365) 6% 13% 21% 29% 24% 7% Mobile phone 5% 4% 35% 37% Gaming console 16% 25% 18% Q5: At what age, if any, do you think children should be allowed to use the following device(s) without supervision? Boxes indicate data is statistically significantly higher than at least two other ages at a 95% confidence interval

12% of non-parents would never allow unsupervised usage of online games or social networking NON-PARENTS: Age would first allow use of online service without supervision (Base: Non-parents) ≤3 4-6 7-10 11-14 15-18 Would not allow Internet (n=365) 4% 7% 18% 30% 34% 8% Apps 6% 17% 31% 35% Online games 2% 16% 12% Texting 14% 39% 32% 9% Email 3% 22% Social networking 45% Q6: At what age, if any, do you think children should be allowed to use the following online service(s) without supervision? Boxes indicate data is statistically significantly higher than at least two other ages at a 95% confidence interval

Survey demographics Gender Age (n= 911) (n=956) (Base: Total respondents) Age (Base: Total respondents) Q11: Are you M/F? (Gender) Q12: Please select your age. (n= 911) (n=956)

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