How Millennial parents guide Generation Alpha in using educational apps

Purpose This study aims to explore how millennial parents shape the digital learning experiences of Generation Alpha (ages 6–12) through their involvement, digital literacy and app selection. It highlights parents’ roles as mentors and emphasizes their influence on children’s cognitive development and engagement. The research also examines app effectiveness, motivation and socio-economic factors, including emerging tools such as gamification and virtual reality. Based on a survey of 290 parents, the study offers insights for educators and policymakers to support balanced, meaningful digital education for future-ready learners. Design/methodology/approach This study investigates how parents guide Generation Alpha in using educational apps, focusing on digital literacy, time management, parental involvement, app content quality and child engagement. Data were collected through a survey of parents with children aged 6–12, resulting in 290 valid responses. Structural equation modeling (SEM) was used to test complex relationships and mediating effects. Findings A survey of 290 parents of children aged 6–12 revealed that most families use educational apps daily. The findings indicate that gamification, virtual reality and collaborative learning significantly enhance engagement, while digital literacy and parental involvement greatly improve the quality of app content. The study underscores the critical role of parental support in digital education. It also distinguishes between educational apps and parental control tools, emphasizing the importance of cultural context and the evolving nature of digital literacy. Overall, the study concludes that parents play a vital role in shaping Generation Alpha’s digital learning by choosing high-quality content, fostering digital literacy, managing screen time effectively and actively engaging with educational technologies. Originality/value This paper provides a comprehensive perspective on how digital literacy, parental involvement and app content quality impact child engagement in digital learning. It emphasizes the mediating role of app content quality and the importance of parental digital competence.