A survey of more than 600 New Zealand kids shows what many parents will already know - they are increasingly tech-savvy and using new media in ever higher numbers.
The survey involved 600 children, aged between six and 13, and their primary caregivers.
It found while more and more children have access to cellphones, computer or video games and the internet, television is still the entertainment medium of choice.
Virtually all (99.5 percent) of New Zealand children's homes contain a television and 99 percent of children watch TV programmes.
Large majorities also watch video tapes or DVDs (93 percent), play computer or video games (84 percent), listen to the radio (76 percent), and use the internet (62 percent).
Forty-two percent of children use a cellphone but actually owning a cellphone is more common amongst older kids - 62 percent of 12-13 year-olds compared to 25 percent of 9-11 year-olds and only 5 percent of 6-8 year-olds.
Family advocates say of concern is the fact less than half the parents surveyed knew that 8.30pm was the "watershed" time on television, after which time broadcasters screen programmes not suitable for children.
The survey showed large numbers of children were watching TV at the 8.30pm watershed - up to 51 percent on weekend and holiday nights, and 31 percent on school nights.
The Families Commission chief commissioner Rajen Prasad said as more children had TVs and other media in their bedrooms it was important parents ensured their use was safe.
"There is still a lot of violence on TV and the BSA's report reveals that violence is the main concern of parents as well as children," Dr Prasad said.
The lack of understanding of the watershed time of 8.30pm had implications for broadcasters who needed to work to raise awareness.
Broadcasting Minister Trevor Mallard said the need for parental responsibility was increasing as children had access to forms of media that were not always subject to regulation.
"Knowing what our children are accessing and teaching children good safety practices with all forms of media is the only way to ensure they are protected from harmful content."
