Kaspersky unveils children’s digital trends

Kaspersky, a global leader in cybersecurity, has released its annual report on children’s digital interests, highlighting a surge in engagement with AI chatbots, viral memes, and rhythm-based games like Sprunki.

Covering May 2024 to April 2025, the report underscores the need for parental oversight in an increasingly connected world.

Children aged 8–14 spend significant time online, with 8–10-year-olds averaging six hours daily and preteens up to nine hours.

Kaspersky’s findings, drawn from anonymised Kaspersky Safe Kids data, reveal how these digital habits shape young users’ interests, from AI tools to entertainment platforms.

Kaspersky tracks evolving digital culture

The report notes a marked rise in children’s interest in AI-powered chatbots.

Character.AI, a platform for creating and interacting with virtual characters, entered the top 20 most-used apps, with AI-related searches jumping from 3.19% to 7.5% of total queries.

Popular platforms like ChatGPT and Gemini also gained traction, reflecting children’s curiosity about artificial intelligence.

However, Kaspersky warns that AI chatbots pose risks. User-generated content may expose children to inappropriate themes or misinformation.

Anna Larkina, a privacy expert at Kaspersky, stressed the importance of parental guidance.

“Kids’ digital culture evolves rapidly, from AI bots to Italian meme songs,” she said.

“Parents must engage in open conversations and use digital parenting tools to ensure safety.”

Viral “brainrot” memes, like the Italian “tralalero tralala” and “tung tung tung sahur,” also captured attention, representing absurd humour popular among young users.

These short, chaotic videos spread rapidly across platforms, shaping children’s digital culture.

Sprunki, a rhythm-based browser game, emerged as a standout, blending music and motion in an engaging format.

Its cartoonish design and fast-paced gameplay ranked it among the top five gaming search topics on YouTube, alongside Roblox and Brawl Stars.

YouTube remains the dominant app globally, growing to 29.77% of usage, followed by WhatsApp (14.72%), which overtook TikTok (12.76%).

In Malaysia, YouTube leads at 26.37%, with WhatsApp, TikTok, and Instagram trailing. Games like Roblox (7.48%) and Mobile Legends: Bang Bang (4.68%) remain popular, while Character.AI (1.31%) signals growing AI interest locally.

Building a safer digital future

Kaspersky’s report highlights entertainment as a key driver of children’s online activity. Nearly 18% of searches focused on streaming platforms like Netflix, Twitch, and Disney+.

Gaming portals like Poki, offering accessible browser-based games, also gained popularity, reflecting children’s preference for quick, engaging content.

In Malaysia, software, audio, and video content dominate at 59.46% of site visits, followed by internet communication (28.05%) and video games (4.59%).

These trends mirror global patterns, emphasising entertainment and social connection as core digital activities.

However, Kaspersky notes risks in these platforms, particularly from cybercriminals targeting streaming services.

The report advocates for robust security measures, such as Kaspersky Premium, to protect against malicious downloads and ensure safe gaming experiences.

Larkina emphasised the role of education in fostering safe habits. “Parents can use tools like the Kaspersky Cybersecurity Alphabet to teach kids about cyber hygiene and fraud prevention,” she said.

Digital parenting apps, such as Kaspersky Safe Kids, offer features like GPS tracking, YouTube Safe Search, and screen time management to enhance safety.

Kaspersky encourages parents to maintain open communication about online risks and set clear guidelines.

The company’s mid-year sale offers up to 22% off Kaspersky Premium plans, including Kaspersky Safe Kids, to support Malaysian families in creating secure digital environments.

For more insights, the full report is available on KDaily.