The online universe is giving children access to a host of decidedly grownup content, exposing them to troubling risks and behaviours. But quantifying and tracking kids’ online activity – an essential part of any effort at prevention – is a huge challenge. Surveys are difficult to administer and, when the topics are so controversial, often deliver misleading results.  

We recently worked with Ofcom, the UK’s regulator for online safety, and Yonder Consulting on a first-of-its-kind study that passively tracked how children aged 8–14 use websites and apps on their personal devices. The goal? To create a more accurate picture of what digital life really looks like for children without relying on what they (or their parents) say they do.

Using RealityMine’s privacy-first passive measurement technology, the study observed 692 UK children across smartphones, tablets, and computers. What it found was eye-opening:

• Children spent an average of 2 hours 59 minutes per day online
• YouTube and Snapchat accounted for over half that time
• On average, kids used 28 different apps a month
• And yes, 8% visited adult content sites, a stat hard to uncover in surveys

This project reflects the power of real behavioural data. Surveys and interviews often miss the full picture, especially when it comes to sensitive content or time spent scrolling. By working directly with regulators like Ofcom, we’re helping to build a stronger, evidence-led approach to online safety — starting with what’s actually happening, not just what’s reported.

Want to understand how real people use digital platforms?

Let’s talk about how online behavioural measurement can support your research.