Fullscreen has conducted a study into a demographic it deems ‘Parennials‘ — exploring the online safety and security concerns of parents who are also millennials.
The digital network’s Next Gen Family study found that the parennial generation comprises 36 million people — which is more than half the entire millennial population, according to Fullscreen. The report concluded, among other findings, that millennial parents aren’t so much concerned about excessive screen time when it comes to their children (which came it at No. 5 in terms of top safety concerns) so much as the exposure of their children to inappropriate content, predators, and online bullying.
Other findings include that parennials overwhelmingly say they use technology to parent — to the tune of 96%. And the top three safety concerns when it comes to online consumption are inappropriate content (62%), online predators (59%), online bullying (38%). Parennials also believe that social influencers are just as responsible for teaching kids how to behave online as they are as parents, the study found.
The study extracted parennial-specific insights from another 2019 Fullscreen study of more than 1,500 respondents, with additional research conducted using Fullscreen’s proprietary TBH tool — which provides panels of millennials with which marketers can can conduct custom research and campaign tests.
“With our research showing that 96% of millennial parents use technology to help them parent, safety and security concerns are top of mind and must be accounted for by brands,” Maureen Polo, GM of Fullscreen Brand Group, said in a statement. “And, while screen time gets a lot of attention when it comes to devices and social media platforms, parennials in our study said they were actually more concerned about content and bullying from a safety and security standpoint.”