App features that fulfill parents' needs in apps for children

When parents select apps for young children (3-7), they have particular needs. However, it is unclear how these needs might be fulfilled. Uses and gratifications theory predicts that specific features of apps can fulfill needs, but empirical evidence regarding the types of features that fulfill these needs is nonexistent. To address this gap, a multimethodological design was used. Qualitative interviews (n = 20) revealed 23 features in children's apps that parents believe are important. A subsequent survey (n = 591) showed that parents want apps with (a) clear design; (b) tailorable, controllable, educational content; (c) challenges and rewards; and (d) technological innovation. Consistent with theory, analyses revealed that parents' needs relate to these app features, but child's age and gender play a key role in this relationship.