Abstract
BACKGROUND: As children’s digital activities begin earlier and grow more complex, parental responsibilities now extend into digital domains. Digital parenting, including digital mediation, ways in which parents communicate and engage with children around digital media use, has become increasingly vital to promote healthy child development. The aim of this study was to investigate the association between parental individual- and social characteristics, including self-efficacy, gender, native language and social networks, and digital mediation strategies among parents of preschool and elementary school children in Sweden. METHODS: A cross-sectional study was conducted in 2024 using baseline data from an evaluation of a universal parenting programme in a small Swedish municipality. The sample included 177 parents of children aged 3–14 years. Data were collected via a digital survey and analyzed using non-parametric tests and logistic regression. Parental mediation strategies were assessed using the Media Parenting Scale for School-Aged children (MEPA-20), and self-efficacy was measured using the validated Tool to measure Parental Self Efficacy (TOPSE). RESULTS: Higher parental self-efficacy was significantly associated with more frequent use of active (aOR = 1.2, 95% CI 1.1–1.3) and restrictive (aOR = 1.2, 95% CI 1.1–1.2) mediation strategies. A gender difference was identified, with women reporting higher odds of using active mediation compared to men (aOR = 2.6, 95% CI 1.1-6.0). Parents with a non-Swedish native language were more likely to use restrictive (aOR = 2.6, 95% CI 1.2–5.8) and overprotective (aOR = 5.7, 95% CI 2.4–13.6) mediation, independent of self-efficacy. Institutional networks (e.g. schools, health services) were linked to higher odds of both active (aOR = 2.2, 95% CI 1.1–4.3) and overprotective (aOR = 2.6, 95% CI 1.3–5.2) mediation, while personal networks had no significant influence. CONCLUSIONS: Digital parenting is shaped by parental self-efficacy, social context, and institutional support. Findings underscore the importance of culturally responsive public health interventions that enhance parental confidence and promote balanced digital mediation. Institutional actors play a key role in reaching diverse families, supporting equitable digital environments in line with public health and Agenda 2030 goals. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1186/s12889-026-27351-y.