84 per cent of Indian parents closely monitor children’s online use

MUMBAI: The kids may be scrolling, swiping and streaming, but mum and dad are still holding the remote.

A new study by Rukam Capital and YouGov has found that Indian parents remain firmly in the driver’s seat when it comes to managing their children’s digital lives, even as smartphones, laptops and online platforms become everyday fixtures for Gen Alpha.

The report, Gen Alpha Decoded: The Consumer–Brand Dynamic, paints a picture of a generation that is deeply connected, increasingly influential and surprisingly balanced between screens and real-world activities. According to the findings, 84 per cent of parents said they always monitor their child’s online activity, while 41 per cent enforce strict screen-time limits. A similar proportion allow digital access only under specific conditions.

Technology is now woven into childhood. Nearly 73.5 per cent of children aged 9 to 16 own a smartphone, while 60.3 per cent have access to a laptop. More than half of parents (54 per cent) also use parental controls on television and OTT platforms to manage what their children watch.

Yet the study suggests screens have not entirely replaced playgrounds or homework desks. More than half of respondents spend one to two hours daily on homework, while 51 per cent dedicate a similar amount of time to outdoor play. Sports, arts and other extracurricular activities continue to occupy one to two hours a day for most children.

The report also highlights how today’s parents are blending supervision with independence. Around 58 per cent of children help in the kitchen, 54 per cent assist with laundry and 53 per cent help set the table, reflecting a growing emphasis on responsibility alongside digital literacy.

Family time remains a significant influence. Around 40.7 per cent of parents spend one to two hours a day with their children, while nearly half said their children watch OTT content with family members every week. Educational content is also getting a push, with 56 per cent of children encouraged to watch learning-focused programming rather than purely entertainment-led content.

The research points to changing family structures as well. A striking 93 per cent of surveyed households have one or two children, a trend researchers believe is leading to greater parental attention, involvement and investment per child.

Beyond the household, Gen Alpha is emerging as a powerful force in consumer decision-making. The study estimates that children influence 40 per cent to 45 per cent of purchase decisions across categories including snacks, beverages, clothing, gadgets and entertainment. Their role in digital commerce is also expanding, with 81 per cent participating in online shopping alongside their parents.

Brand preferences are forming early too. Between 40 per cent and 46 per cent of parents said their children already favour specific brands across food, apparel and toy categories, highlighting the growing importance of younger consumers in shaping purchasing trends.

Despite the influence of social media and digital creators, parents continue to hold the strongest sway. Nearly 46 per cent of children identified their parents as their primary role models, ahead of celebrities, influencers and online personalities.

Perhaps most notably, the generation growing up with screens in hand is also showing signs of broader social awareness. According to parents, 55 per cent of children are interested in helping others, 54 per cent care about healthy living and around 42 per cent are engaged with environmental issues.

The findings suggest that India’s Gen Alpha is not simply a generation of digital natives. They are emerging as connected consumers, active participants in household decisions and increasingly aware young citizens while their parents continue to ensure that every click comes with a watchful eye.