Children between screens, emotions, and independence – Kids Habits Study by Zenith Media

Zenith Media Romania, part of Publicis Groupe Romania, has launched a locally conducted study focused on children aged 4 to 14. “Kids Habits Study” provides a detailed overview of children’s media consumption habits, while also offering insight into their daily routines and personal values.

Education and school, between free time and values. Are we still raising gender-specific profiles?

Children say their favorite school activity and way to spend their free time is sports – at least one in three said so, when asked. At the other end of the spectrum, just before afterschool clubs, social media ranks low – only one in five children declared it a preferred activity in their spare time. Most of their time is spent doing homework, playing, or interacting with friends.

They alternate between digital activities and family interactions. Television, mobile phones, and video games are ever-present, but so is time spent with parents or siblings. Weekends, of course, bring more relaxation, movies, and gaming.

Boys are more likely to describe themselves as sociable and confident, while girls lean toward fashion, creativity, and adventure. Girls also tend to report witnessing arguments between parents more often – 29% noted this experience. In general, girls seem to display higher emotional intelligence, greater sensitivity to emotional cues, and stronger relational awareness.

Among favorite school subjects are math, natural sciences, Romanian language and literature, foreign languages, and arts. This is a clear signal to educators, parents, and anyone involved in raising or guiding children: kids are looking for a balance between logic and creativity.

They are vulnerable and need involvement and support – some are bullied, some face difficult home situations, and others are left alone at home under the assumption that they are independent enough to manage on their own.

Holidays are most often spent at the seaside, in the mountains, or visiting relatives in other cities. Kids aged 11–14 dream of discovering new places – European cities, exotic destinations, or relaxing beach vacations.

Although 30% of children are left home alone without supervision, very few are allowed to independently make purchasing decisions for items like clothes, food, or toys (including video games). These decisions typically remain with the parents, or are made jointly, especially when it comes to items like smartphones.

Digital, unique, and navigating between screens and real human connection?

“Children long for emotional safety and social acceptance. Friendship, family, respect, freedom, and kindness are among their most important values. It’s essential for them to be able to express themselves freely and openly, including when it comes to their emotions.
It’s quite clear: we’re looking at a generation with a well-defined identity – one that values authenticity and is deeply connected to the world, primarily through digital means,” said Cosmin Ciubotaru, Consumer Insights Strategist at Zenith Media.

Their media consumption shows a mix of connection, self-expression, and identity-building through digital platforms. While parental controls are still present, children enjoy the independence and social links that online access gives them. It helps them feel close to their friends, though many struggle with authenticity, with only a few showing their real lives on social media.

Over half of children are daily users of social platforms, with TikTok and Instagram leading the way. They follow influencers in categories such as gaming, humor, lifestyle, and education.

Ultimately, most children go online almost every day, primarily using mobile phones and computers. On weekdays, they spend an average of 2–3 hours online, and even more during weekends. Beyond phones, they also use tablets, computers, and gaming consoles for over an hour per day each. Streaming services like Netflix, Disney+, and MAX are popular even during the school week. Naturally, the younger the child, the more limited their online access, especially due to fewer available devices, such as smartphones.

Video games serve both as a way to socialize (many children chat with friends while playing online) and as a form of private downtime. Additionally, traditional television still holds significant weight – especially over the weekend – when reach remains high.

The short version of the study is available for download.
More insights are available upon request at contact@dataintelligence.ro, as the study explored 11 core areas to understand how children live, choose, and connect, from personal values and tech use to media preferences, influencers, and everyday independence.

Methodology
“Kids Habits Study” is a research initiative conducted by Zenith Media Romania, providing valuable data for brands, content creators, publishers, educators, and organizations seeking to understand and engage a generation in formation – one with distinct needs and expectations. The study was carried out through online questionnaire-based interviews (CAWI) with 500 respondents, and fieldwork was conducted between May 16 and June 1, 2025 (more details in the study).

About Zenith Media Romania
Zenith is The ROI Agency, part of Publicis Media Groupe, and was ranked the #1 media agency in Romania, helping secure Publicis Media’s leadership position for the fourth consecutive year, according to the latest industry report by COMvergence 2024, published in July 2025.

Today, ROI means more than just media efficiency. It’s about ideas that drive growth – for brands, people, and culture (Return on Imagination). With best-in-class proprietary tools and data, Zenith delivers insights that connect consumers, categories, and brands, turning every budget into real business results.

Photo intro @Freepik