Mothers active gatekeepers of Internet, TV & Video Game usage among children ages 6-11.

Mothers are the primary gatekeepers when it comes to the use of the Internet, television and video games by children ages 6-11, according to data from Mediamark Research Inc. (MRI) and most report that they play an active role in guiding their children’s behavior.

According to The American Kids Study, 80.1% of mothers/stepmothers reported watching TV with their children after dinner on a typical school day. Meanwhile, 66.6% reported watching TV with children after school but before dinner, and 30.8% reported watching TV before school on a typical school day.

Half of all the mothers/stepmothers surveyed said they limit the amount of time their kids spend watching TV or videos. Less than 14% allow their kids to make their own rules with regard to watching TV programs, channels or videos.

In The American Kids Study, questionnaires were mailed to households with children ages 6-11 that had been interviewed for MRI’s Survey of the American Consumer. The “primary caregiver” within each household, who were overwhelmingly mothers/stepmothers, filled out a separate parent questionnaire. In all, 3,666 primary caregivers responded. The survey period was March 8 to August 1, 2005.

“Responses to the parent questionnaire highlight how the interaction between mother and child shapes media behavior,” said Anne Marie Kelly, vice president of marketing and strategic planning at MRI. “Mothers are not just sharing media with their children, they are also putting controls on what media their children use on their own. And they are pretty even when it comes to setting rules for boys and girls alike.”

Asked to respond to the statement “There are some TV shows I do not let child watch at all,” 67% agreed, while 50.1% agreed that “I limit the amount of time child can watch television or videos.” And just 13.4% agreed with the statement “No rules: I trust the child to choose wisely.”

As for rules regarding use of the Internet, 51.6% of the mothers/stepmothers agreed with the statement “The child is not allowed to go on the Web without adult supervision.” Most moms apparently don’t put much faith in the ability of Web sites to screen their visitors, as only 11% agreed with the statement “I rely on an Internet company’s parent control or kid portal.” Just 7.4% agreed with the statement “No rules: I trust the child to choose wisely.”

Only 7% of respondents said they allow their kids to choose which video games they can play, while 46.7% agreed with the statement “The child can only play the games I let him/her buy.” Mothers also report that boys are much more likely than girls to play video games.

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