Early Childhood Media Exposure and Associated Factors in Khon Kaen Province, Thailand

This study aimed to estimate the prevalence of electronic media exposure among 18-month-old children and to identify associated factors in Khon Kaen Province. This was a descriptive cross-sectional study. Data were collected from 247 caregiver-child pairs visiting the primary care unit for their children's 18-month vaccination, using a structured questionnaire, between February and July 2021. The primary outcome was electronic media exposure, which was defined as the child's engagement with or exposure to electronic devices, including mobile phones and television. Descriptive statistics and Poisson regression with robust standard errors were applied to directly estimate crude and adjusted prevalence ratios (aPR). The study found that 52.2% of mothers were using electronic media to assist in child-rearing. Statistically significant characteristics of electronic media use in children at 18 months were identified (P < 0.05) include primary caregivers with marital status divorced/separated (aPR = 0.50, 95% confidence interval [CI] = 0.27-0.91, P = 0.023), primary caregivers unemployed (aPR = 1.30, 95% CI = 1.01-1.69, P = 0.046), and 2-4 family members in family (aPR = 1.39, 95% CI = 1.02-1.90, P = 0.036). This study's findings can guide the promotion, prevention, and care of early childhood regarding electronic media use.