The amount of time that children spend using various screen devices and the factors predicting it have long been the subject of empirical inquiry because of the negative outcomes associated with extensive media exposure. Most research has focused on factors such as parents’ sociodemographic characteristics and their attitudes regarding media, with little attention to parents’ child-rearing needs and their screen-assisted practices. This oversight is indeed critical, as children’s media use takes place within the context of the parent–child relational dynamic. Furthermore, no substantive attempts have been made to distinguish between factors associated with children’s screen time on weekdays and those determining weekend media exposure. This differentiation is especially relevant because parents may face different challenges during each of these respective parts of the week. The present study aims at filling these gaps by explaining screen viewing time of toddlers aged 1.5 to 3 years, with special emphasis on screen use as a parenting tool.
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