Parental Media Literacy
Qualitative research exploring parental media literacy needs, evaluating existing resources, and identifying opportunities to improve support for keeping children safe online.
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Parents play a pivotal role in shaping their children’s online experiences, and any gaps in parental media literacy can affect both their own and their children’s digital resilience.
The Department for Science, Innovation and Technology (DSIT) commissioned Ipsos to conduct qualitative research aimed at:
- understanding parental media literacy needs and challenges
- assessing the effectiveness of existing resources
- identifying gaps in provision
Findings show that the primary gap in parental media literacy support is the current lack of awareness and knowledge of existing resources. Participants responded positively to becoming aware of the existence of media literacy resources, expressing enthusiasm for the support provided and emphasising the importance of increasing awareness of these resources. There was a strong demand for practical, age-relevant and trusted guidance on managing risks and supporting children online. Parents also expressed interest in a centralised hub where content could be filtered by age, issue and platform, making it easier to find tailored and actionable support.
The research highlights the importance of improving visibility and delivery of media literacy resources through trusted channels to enhance online resilience among parents and children.