Pre-School Report 2022

Back in 2009 when this survey first launched, YouTube was just starting out, the iPad was just a rumour, and, as described in the first report, only “a minority of pre-schoolers had access to the internet”. Pre-school viewing was dominated by CBeebies; In the Night Garden was the favourite programme, and only 23% of 0-4 year olds had access to a PC at home. Fast forward thirteen years, and 81% of under fives are using a tablet, laptop,computer or mobile phone. Today’s pre-schoolers are confidently navigating digital
platforms and using touch screen devices with purpose and determination.

More than eight million babies have been born in the UK during the last decade, and more than 3 million of these are currently aged under five. Affectionately known as part of Generation Alpha (or Gen Alpha for short); the first children to be born entirely within the 21st century, these youngsters are the most technologically savvy generation ever, and the most materially endowed. Almost all pre-school households have regular access to TV programmes and video content via a range of on-demand services, making it more difficult than ever to manage, moderate and mentor our future decision makers.

The early years landscape is shifting. Parents are navigating a world that is constantly evolving, constantly offering up new technologies and media-long before they’ve even got to grips with the ones already on offer.

The number of pre-school children able to use a connected device has stalled this year, following several years of steady growth. Levels continue to remain above those recorded during and before the COVID-19 pandemic though, with nearly all 3-4 year olds able to access a device of some kind.

For the majority of children, access to digital technology is via a tablet. Almost two thirds of pre-schoolers use a device of this kind, unchanged since last year. With the exception of the mobile phone (which continues to steadily gain new ground), access to the remaining devices has dropped back this year and is more akin to levels last seen in 2020. Smart Speakers have lost some of their appeal among this audience, and access to PCs and laptops has dropped back too.

The mobile phone continues to steadily gain new ground though. Phones have started doing more of the things that tablets can do in recent years, plus they’re more portable and compact, and more power efficient. Using them also enables pre-schoolers to mimic and copy what adults do-something we know that many of them love to do. Girls are marginally more likely to favour the mobile phone than boys, whereas access to other connected devices varies little by gender.

More than half of pre-schoolers now have access to their own connected device. Numbers have dropped back a little since last year, but remain ahead of those recorded in 2020.

Last year we saw a shift in the pattern of access, with more pre-schoolers using tablets in the mornings right through to the afternoons. This coincided with an increase in the number of parents working from home, and in some cases, limited access to childcare provision. This year we see a move back towards a more traditional pattern of usage, with access peaking in the evenings once again. Usage among boys is generally spread throughout the day, with girls typically using them over lunchtime and in bed at night.

Time spent using tablets has increased this year. Children with access to a device are now using it for more than 10 hours a week on average. There was evidence last year that some pre-school parents were attempting to reset the balance and pull back on screen time. Now though, usage has increased again-with a growing number of children using them in excess of 10 hours a week, especially those with their own device.

Watching programmes and video clips remains the number one activity for children with access to a tablet. Numbers doing this have gone up this year, in line with greater access. Playing games and apps consolidates its position in second place, whilst activities that help to promote learning and education move into third position - representing the second biggest area of growth (after watching programmes and videos).