The surprising truth about digital natives
While 98% of 7-year-old children in Finland already own their own smartphones and children already have their own smartphones before they start school Thousands of ads, Hundreds of TV series and Dozens of movies Have seen, recent research shows a surprising reality: The adoption of “digital natives” is a myth.
As Carl T. Bergström from the University of Washington puts it: “Our students may be 'digital natives, 'but in some ways they're surprisingly inexperienced at evaluating online sources, distinguishing ads from other content, understanding domain names, or navigating search results.”
For family marketing experts, this means: Families need more support than ever — and companies that offer this support authentically build stronger customer relationships.
The three pillars of digital literacy for families
1. Information literacy: From searching to critical evaluation
The challenge: Children should learn to evaluate the reliability of information as early as elementary school. But the reality is sobering:
- 40% of sixth graders Don't question the expertise of commercial texts at all
- Die Majority of young people surveyed unable to interpret misleading charts
- Almost 30% of high school students have difficulty assessing the reliability of online texts
Marketing Implication: Companies that maintain transparent, fact-based communication and offer parents media literacy tools position themselves as trustworthy partners.
2. Digital information literacy: navigating the information jungle
Die three key questions for online content:
- Who is spreading the claim? (source analysis)
- Which documents are presented? (evidence check)
- What do other sources say about this? (Comparative Assessment)
Less than half of 15-year-olds In OECD countries, can distinguish between facts and opinions in online sources.
3. AI literacy: The new key competence
With the EU AI regulation and growing use of AI, AI competence for civic duty. The four components:
- Recognize and understand from AI systems
- Apply and use by AI tools
- Evaluate and create of AI applications
- Ethics and social impact understand
What parents really care about: Insights for your marketing
Top concerns for children 5-12 years of age:
- Safe Internet use and protection against dangers
- Cyberbullying, scams, and harmful websites preventing
- Limit screen time and addiction prevention
- Rules for cell phone use establish
- Monitoring online activity of the children
Top concerns for teens ages 13-16:
- Common ground rules develop (e.g. when the mobile phone is switched off)
- Excessive cell phone use and addiction Understanding and fighting
- Screen time positive confine
- Security issues How fraud prevention
- Address threatswithout upsetting the child
66% of parents with younger children and 61% with teenagers They want tips and advice from trustworthy sources.
The hidden challenges of digital parenting
Disinformation as a top risk worldwide
that World Economic Forum classifies misinformation as biggest short-term risk one. For families, this means:
- online environments are designed to to maximize commercial interests
- To capture attention and Monetize user data
- Predicting and influencing future behavior
News Fatigue: When information overwhelms
39% of people feel “exhausted” by the amount of news (up from 28% in 2019). Particularly affected:
- spain (+ 18%)
- denmark (+ 16%)
- germany (+ 15%)
59% of 15-24 year olds use social media as the main source of news — but often without the necessary evaluation skills.
Specific strategies for family marketing
1. Provide authentic educational content
Best practices against disinformation:
- Prebunking: Warn and prepare families
- Debunking: Correct incorrect information
- Lateral Reading: Check sources in parallel
- Strategic Ignorance: Selectively ignore unimportant
marketing tip: Create guides that teach parents these techniques — with your brand as a trusted sender.
2. Develop practical tools and checklists
Learn to recognize sponsored content:
- Sponsored social media posts
- Influencer content and product placements
- Interactive content with a hidden brand message
- Branded challenges on social media
EU transparency rules help with this: Clear labels such as #ad or “Paid Partnership” are mandatory.
3. Develop age-appropriate approaches
For elementary school children (6-12):
- Basics of browser usage
- Image and sound search with support
- First assessment of information reliability
For teens (13-18):
- Independent source research
- Critical analysis of social media
- Understanding algorithms and filter bubbles
AI in the family: Balancing opportunities and risks
The reality: AI is everywhere
From search engines via voice assistants up to Snapchat AI friends — AI is already penetrating everyday family life. But:
- AI doesn't understand in the human sense
- KI has no opinions or ratings
- AI does not take responsibility
- AI hallucinates (invents information)
Practical AI expertise for families
key capabilities:
- Identify AI impact: How does AI affect me and others?
- Evaluate AI benefits: When does the use of AI make sense?
- Steer AI actions: How do I formulate problems in an AI-friendly way?
- Work creatively with AI: Transparent and ethical cooperation
- Evaluate AI outputs: How do I recognize fair and correct results?
Digital wellbeing: promoting healthy media use
The mental health checklist for families
Relationships & emotions:
- Prioritize personal conversations over screen time
- Stay part of a group, even offline
Sleep & recovery:
- Cell phones outside the bedroom at night
- Screen-free times for relaxation
Movement & mindfulness:
- Plan active breaks with digital tools
- Promote conscious body awareness
Values & balance:
- Discuss and live by family values
- Make balanced media-based decisions
5 concrete tips for your family marketing
1. Become a trusted advisor
Create content that gives parents real digital literacy — without the focus on selling products.
2. Consider age groups in a differentiated way
98% of 7-year-olds have smartphones, but their needs are drastically different from teens.
3. Address specific parental concerns
Focus on practical solutions for screen time, online safety, and cyberbullying prevention.
4. Create authentic transparency
In times of disinformation, honest, fact-based companies gain families' trust.
5. Support the whole family
Provide tools and resources that parents AND kids can use together.
Conclusion: The future of family marketing is educational
The biggest insight? Digital natives need more leadership, not less. Families are actively seeking support with digital education — and companies that offer this support authentically and competently build the strongest customer relationships.
At a time when Disinformation is the biggest global risk represents and AI competence for civic duty , Family Marketing Experts have the opportunity to act as trustworthy partners who help families navigate the digital world.
The question is not whether your target group needs digital literacy — but whether you are the one who supports them in doing so.
Do you have any questions about implementing these insights into your family marketing strategy? The KB&B team is happy to advise you on building authentic connections with families based on trust and real added value.
sources: Based on the presentation “Empowering parents in digital age” by Dr. Kari Kivinen, EUIPO, InterParent Event, May 2025; OECD Digital Education Action Plan 2021-2027; World Economic Forum Global Risks Report 2024; Finnish Critical Group Research; DNA School Children Study 2024.
