New research by Kantar and Google uncovers how parents and teens perceive supervision of teen tech use, offering insights into perceptions of parental control, teen privacy, and the tools parents use for supervision.
New York, NY March 4 — In partnership with Google, Kantar has released its latest research report, Balancing Supervision & Independence in the Digital World: Perspectives from Parents and Teens. This new study highlights the complexities and conflicting priorities that parents and their teens, aged 13-17, face when implementing supervision strategies to ensure their teens are safe online.
Conducted in the United States, Brazil, and Germany in July 2024, this research offers valuable insights into how parents and teens perceive and implement supervision, revealing interesting similarities and differences in attitudes and practices across these countries.
The report examines the role of digital supervision within families, exploring perceptions of parental rights to oversee tech use, teen rights to independence and privacy, and the factors driving shifts in supervision approaches within families.
Key findings from this research include:
- There is a Complex Push-and-Pull Between Teen Independence and Parents’ Right to Supervise: Nearly all parents in the US, Brazil, and Germany agree that teaching their teens independence is central to their parenting approach. While parents want their teens to be self-reliant and navigate the internet independently, many teens acknowledge that parents still have some right to supervise. Teens in the US and Brazil (81% and 74%, respectively) feel that their parent has some right to monitor any of their online activities, while 57% of German teens share the same view.
- Teens See the Benefits of Parental Supervision Tools: Parents see online supervision tools as essential for protecting their teens, and teens generally feel that their parents should have a role in helping them stay safe online. Across all three countries, parents and teens both see supervision as a way to protect against harmful content, scams, and bad actors.
- Age is Just One of Many Factors that Influences Supervision Approaches: As teens grow older, parents typically reduce their level of online supervision. However, more than just age, parents adjust and refine their supervision strategies based on their teens’ changing behaviors and individual circumstances. For instance, improvements in a teens’ mood or grades may lead to less monitoring, while discovering instances of cyberbullying or noting negative personality changes could prompt stricter oversight.
- Calls for More Flexible and Collaborative Controls: Both parents and teens desire supervision tools that go beyond today’s one-size-fits-all solutions, recognizing the value of more flexible and collaborative approaches to navigating digital life. About two-thirds of parents in all three countries are interested in trying controls that allow them to jointly agree on supervision settings with their teens. Teens are also open to these controls, with 76% of US teens, 78% of Brazilian teens, and 61% of German teens expressing openness to trying them.
The report also explores in-depth the perceived roles and rights of parents regarding their teens’ online activities, teens’ privacy rights, top parent and teen concerns regarding the digital world, digital supervision practices, and critically, hopes for future supervision features—emphasizing a growing demand for more flexible, collaborative digital tools that balance online protection with the promotion of teens' independence.
“This research demonstrates that there’s more common ground on the topic of online supervision than one might think. Parents and teens see value in supervision, even as they see room for improvement in how it’s experienced. Looking to the future, parents and teens both want more flexible, collaborative tools that protect safety even as they teach teens to be savvy, independent digital citizens.” – Chris Carbone, Head of Foresight, Kantar
“At Google we are conscious of the fact that there is no one-size-fits-all approach to parenting, as every family and teen is different. We also recognize there is no universal approach to parental supervision and online monitoring. This is why we regularly engage both parents and teens and continuously invest in research and development to ensure we’re addressing the evolving needs of both groups. In addition, our work with experts in child development, education, and technology support our efforts in providing tailored experiences that meet the needs of every family.” – Mindy Brooks, Head of Google Kids & Family and Android Consumer Experience
This study was supported by Google and conducted by Kantar.
For more information and to view the full report, visit the Kantar page.
About Kantar
Kantar is the world’s leading marketing data and analytics business and an indispensable brand partner to the world’s top companies. We combine the most meaningful attitudinal and behavioral data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.
About Google’s family products
Google offers a suite of tools and features that help parents protect their kids and teens and empower them to safely explore online. Google recently announced major updates to Google Family Link, promoting easier-to-use tools for parents that make for a safer online experience for their families. Google also offers parental controls and tools for YouTube, including YouTube Kids and YouTubes supervised experiences for pre-teens and teens. Visit the Google Families and YouTube Families webpages for more information.