Half of America’s young parents are struggling to bond with their kids, and the culprit is nearly inescapable: screen time.
The poll of 2,000 U.S. millennial and Gen Z parents found 42% of them feel disconnected from their children due to technology, with kids spending an average of four hours in front of screens on a typical day.
As a result, parents said they notice their kids are easily distracted (42%), get less physical activity (42%), can be irritable (34%), have trouble sleeping (30%), and disengage with people around them (30%).
Commissioned by Lowe’s and conducted by Talker Research, the study revealed that over half of parents (54%) try to encourage less screen time for their kids by providing them with more hands-on activities and outlets, like playing with toys (68%), helping around the home (66%), and coloring (66%).
Other activities, like crafts (63%), reading (60%), building (44%), and STEM-based activities (42%), were also popular ways parents get their kids away from screens.
This can be harder in the winter season, as more than half (56%) of parents say screen time increases when temperatures drop or the weather turns bad.
Parents spend an average of 10 hours per week looking for non-screen activities for their kids, and wish they had more free activities for their kids nearby.
Those activities include things they can do as a family (58%), be outdoors (56%), DIY workshops (48%), creative arts and crafts (48%), and educational activities (39%).
For many parents, the inspiration to encourage hands-on activities away from screens comes from their own childhood.
Nearly half (46%) recalled frequently participating in DIY projects with their own parents growing up, and they recall feelings of happiness (58%), creativity (56%), satisfaction (47%), and confidence (40%) from those experiences.
With those fond memories in mind, seven in 10 have tried to recreate those activities with their own children.
Eighty-seven percent of parents believe doing DIY projects with their kids would help strengthen their bond, in addition to teaching patience (63%), expressing creativity (59%), and learning how to work better with others (56%).
Research methodology:
Talker Research surveyed 2,000 American millennial and Gen Z parents of children aged 2 – 18 who have access to the internet; the survey was commissioned by Lowe’s and administered and conducted online by Talker Research between Jan. 13 and Jan. 19, 2026. A link to the questionnaire can be found here.
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