New research by Yoto reveals 8 in 10 Irish parents feel pressure to buy screen devices this Christmas

New research released by Yoto – the award-winning screen-free audio platform for kids – reveals that 86% of parents worry about the impact of screen time on their child’s health and development, with nearly half (48%) expressing significant concerns about both the short and long-term consequences. Parents report anxiety around how screen devices may affect children’s ability to focus, interact, and engage in creative play—skills that are essential for early development. Despite this, 8 in 10 (80%) Irish parents reported that they feel pressure to buy screen led devices for kids this Christmas.

The research also found that 65% of Irish parents feel there are not enough screen-free options for children. This is top of mind for many parents who are increasingly noticing a decline in imaginative play, with 30% feeling their child doesn’t engage in imaginative activities often enough.

With screen time concerns weighing heavily on parents, Yoto, an interactive audio platform for kids, offers a screen-free solution. The company’s design philosophy, inspired by Montessori principles, encourages children to explore storytelling, music and educational content with total independence, building confidence and curiosity without the overstimulation associated with screens. Their devices have tactile controls that encourage children as young as three to independently select and engage with content in the form of Yoto cards, with a library of over 1,000 kids audiobooks, music albums, podcasts and more to foster creativity and storytelling skills that are essential for cognitive and social development.

Privacy and ad-free play is a top priority for parents: The research also found that 77% of parents want to protect their children from targeted ads while they play, indicating a demand for ad- free products that allow kids to play and explore safely. Yoto offers ad-free audio content with no microphones or cameras, giving parents peace of mind that their children’s playtime is both safe and private.

Ben Drury, Yoto Co-founder and CEO, said: “We understand how challenging it can be to manage screen time, and we recognise the growing concerns about its long-term effects on children. We founded Yoto with the aim to  provide something that not only eases these worries but also helps to spark imagination and creativity through the best audio for kids. Our goal is to let kids be kids, encouraging their independence whilst also fostering their natural curiosity by helping them explore the very best audio content designed with them in mind.”

Yoto gives children the freedom to immerse themselves in a world of creative, hands-on learning with its extensive library of over 1,000 Yoto cards. Each card unlocks unique audio content, from classic tales and modern music to Yoto Original stories and songs, providing endless opportunities for imaginative play and learning.

Yoto’s features support a family-friendly Christmas and beyond: The Yoto Player and the portable Yoto Mini have features that extend beyond playtime, making them especially helpful for busy holiday schedules. The devices include an OK-to-wake digital clock, free sleep sounds, and toothbrush, tidy up and homework timers, with the larger Yoto Player even including a room thermometer and customisable nightlight. This empowers parents to set routines for children and ease them into bedtimes and daily schedules—a particularly useful tool as family routines shift during the festive season.

With up to 14 hours of play on a single charge, the smaller Yoto Mini  is made for on-the-go entertainment, perfect for car trips, family gatherings, and quiet moments at home, with both players compatible with Bluetooth and wired headphones.

The Gift of Imagination This Christmas: Available online, the Yoto Player retails at €99.99, while its smaller sibling the Yoto Mini is available at €69.99, both designed to provide an imaginative, screen-free experience that supports children’s development and gives them safe and independent access to a world of stories, music, and activities that will grow with them. As Irish families prepare for the holidays, Yoto is the perfect choice for parents looking to give the gift of creativity, independent play, and screen-free learning.

Yoto Player RRP: €99.99 | Stockist: https://eu.yotoplay.com/yoto-player

Yoto Mini RRP: €69.99 | Stockist: https://eu.yotoplay.com/yoto-mini

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