Kaspersky's annual report uncovers children's rising fascination with AI and memes

In an age where digital technology is interwoven into the very fabric of childhood experiences, Kaspersky's annual report on children’s digital interests, covering the period from May 2024 to April 2025, sheds light on the rapidly shifting landscape of what captivates young minds.

With 8-10-year-olds spending around six hours daily on screens, and preteens averaging nine hours, understanding these trends has never been more crucial for parents.

This year's findings reveal a burgeoning interest in artificial intelligence (AI), highlighting the integration of tools like chatbots into children's daily lives.

Concerns

For the first time, Character.AI has entered the list of popular applications, showcasing a substantial uptick in AI-related searches. The report indicates that over 7.5% of all search queries by children pertained to AI chatbots, a sharp increase from just 3.19% the previous year.

Notable names in this space include ChatGPT and Gemini, signalling that the youth are not just curious observers but active participants in the AI phenomenon.

However, the rise of AI tools comes with its share of concerns. Interactions with these chatbots can expose children to inappropriate content or misinformation, primarily due to the user-generated nature of these platforms.

WhatsApp the preferred choice

In South Africa, the list of most popular Android apps further illustrates children’s preferences. WhatsApp leads at 25.51% of time spent, followed closely by YouTube at 24.77%, and TikTok at 11.09%. Interestingly, Character.AI ranks 11th, accounting for 1.26% of usage. This indicates that while AI apps are growing, there’s still a strong hold by more established platforms.

In a fascinating twist, the report also highlights the rise of "brainrot" memes—an absurd, chaotic style of humour that has captured children’s collective imagination. The buzz around the Italian phrase "tralalero tralala" and the meme track “tung tung tung sahur” showcases the fun and unpredictability of meme culture among younger audiences. While memes constituted a smaller portion of overall searches, they retain significance in how children connect and share humour online.

The report introduces a newcomer gaining traction: Sprunki, a rhythm-based game combining music and motion that has quickly ascended in popularity. With its dash of colour and addictive gameplay, Sprunki finds itself among the top five most searched gaming topics on YouTube alongside mainstays like Brawl Stars and Roblox, showing that gameplay remains a staple in children's online interactions.

Familiar habits

Familiar habits persist in children’s online behaviours, with almost 18% of searches aimed at video streaming platforms. YouTube has decisively established itself as the favourite platform, rising from 28.13% to 29.77% in overall usage time, with WhatsApp stepping up to second place with 14.72%. This shift signals a transformation in communication styles as children increasingly utilise chat applications to share links, memes, and short videos.

Amid a thriving gaming environment, favourite titles like Roblox and Minecraft continue to dominate, along with the emerging popularity of the free game portal Poki, which offers a multitude of accessible games, cementing the appeal of fast-paced and quickly gratifying content.

“This year’s trends show just how fast children’s digital culture is evolving,” remarks Anna Larkina, a privacy expert at Kaspersky. “When parents take time to understand what their children are watching, playing, or searching for, it opens the door to meaningful conversations and helps build safer, more trusting digital habits.”

Kaspersky offers several recommendations for safeguarding children online:

• Maintain open communication about potential online risks and establish clear safety guidelines.
• Secure gaming experiences with trusted security solutions like Kaspersky Premium to prevent malicious downloads.
• Stay informed about emerging threats and actively monitor online activities to foster a safer digital environment.
• Introduce kids to cybersecurity basics using educational resources like the Kaspersky Cybersecurity Alphabet.
• Utilise digital parenting apps like Kaspersky Safe Kids to manage screen time, block inappropriate content, and track children's locations for enhanced peace of mind.

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