Digital consumption by kids in India is worrisome: survey

25th May 2015
Digital consumption by kids in India is worrisome: survey

May 25, 2015: Leading Indian  parental guidance and child monitoring player,  Nischint, has released fascinating data regarding mobile usage amongst children between 5 to 17 years of age.
The study tries to  gauge the extent of digital consumption amongst kids in India. The figures revealed
According to data sourced from 14000 family devices (7000 parent devices and 7000 child devices), kids converse with as many as 45 people by making calls each day, which lasts for about 0.32 seconds on an average. The number of SMS messages sent from a child device is an astonishing 18 whereas each kid receives about 20 promo messages per day. These figures throw light on an eye-opening trend that digitally savvy kids are susceptible to a plethora of cyber-attacks and it is imperative for parents to ensure an enjoyable yet secure digital experience for their children.
The data trends were observed for a period of 90 days from February to April 2015, and revealed some intriguing findings. The highlights of the study are mentioned below:

Peak Hours when kids make calls on their devices: 7 to 8PM
Peak hours of application usage: 5 to 8 PM
Average no. of images taken per child device each day: 5
Average no. of videos taken per child device each day: 1.5
Average time spent per hour by a child on the internet: 40s to 1 min
Average hours spent by kids on social media sites like Whatsapp, Facebook, Twitter, Snapchat, Youtube: 3.4 Minutes  
Most used sites on the internet:,,,
Most popular apps downloaded: Whatsapp, Youtube, Facebook, Snapchat, NDTV, FIfa 15, Candy crush, Learn to draw Lego Ninjago, GTA
Examples of a few out of 33 Lakh sites blocked by Nischint on child devices:,,
Says Raghav Mimani, CEO and Co-founder at Nischint: “The digital explosion in India and around the world is extremely exciting and kids and adults alike want to be part of this phenomenon. It is a great way to share knowledge and connect with different peers across the world. However, kids often fail to recognize and screen out hazards that the digital world poses. This has been reflected in the data we have procured for assessing digital consumption amongst kids.”
Nischint has launched an app  that has received more than 20,000 downloads, out of which 4000 users access the app on a daily basis and 7000 users access Nischint every two days and  about 10,000 users access this data atleast once a week.   There is a basic free app. Thed paid full function version costs Rs 1500 / year.
(Nischint  means worry free in Hindi)