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Touchscreen applications (apps) for young children have seen increasingly high rates of growth with more than a hundred thousand now available apps. As with other media, parents play a key role in young children's app selection and use. However, to date, we know very little about how parents select apps for their children. Guided by uses and gratification theory, a survey was conducted with 600 Dutch parents who had at least one child between three and seven years old. Across two studies, we identified parents' most important needs that drive their selection of children's apps as well as the extent to which these needs differ by parenting style. Results indicate five overarching parental needs when it comes to children's apps, and confirm that these needs vary by parenting style. Findings offer important insight into how parents select apps for their children.

UvA-DARE (Digital Academic Repository) Communication in times of crisis: The stakeholder relationship under pressure

When parents select apps for young children (3–7), they have particular needs. However, it is unclear how these needs might be fulfilled. Uses and gratifications theory predicts that specific features of apps can fulfill needs, but empirical evidence regarding the types of features that fulfill these needs is nonexistent. To address this gap, a multimethodological design was used. Qualitative interviews (n = 20) revealed 23 features in children’s apps that parents believe are important. A subsequent survey (n = 591) showed that parents want apps with (a) clear design; (b) tailorable, controllable, educational content; (c) challenges and rewards; and (d) technological innovation. Consistent with theory, analyses revealed that parents’ needs relate to these app features, but child’s age and gender play a key role in this relationship.