EXPOSURE AND USE OF MOBILE MEDIA DEVICES BY CHILDREN: CHALLENGES AND IMPLICATIONS

Ljupka Naumovska (), Gordana Serafimovic () and Ljupco Efremov
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Ljupka Naumovska: University of Tourism and Management in Skopje; North Macedonia
Gordana Serafimovic: University of Tourism and Management in Skopje; North Macedonia
Ljupco Efremov: Indago, Skopje; North Macedonia

UTMS Journal of Economics, 2019, vol. 10, issue 1, 125-134

Abstract: The children’s influence on the parent’s buying behavior as well as on the family budget was neglected in the past. In today’s modern lifestyles, dominated by technological devices and digital media, children are greatly exposed to ads and messages that are fostering their eagerness for certain products and services. This aspect is even more urgent to consider, taking into account that children are exposed to digital media unattended and most of the time conditioned by their parents who are expecting certain behavior from them. The study aims to examine the relationship between media exposure of children and spending habits of household with children. The results show that children of parents who use mobile device for conditioning spend more time on mobile devices compared to those children who aren’t conditioned. This urges for action from parents and different stakeholders for balancing between exposure to screens and additional activities for the purpose of improving children’s development and well-being.

Keywords: children; Generation Z; mobile devices; conditioning; household spending (search for similar items in EconPapers)
JEL-codes: C22 C52 E24 I24 J29 M30 (search for similar items in EconPapers)
Date: 2019
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