Using Behavioral Nudges to Engage Caregivers in Digital Shared Reading and Parenting Practices: Impacts on Caregivers and Early Childhood Development

This study is a mixed-methods impact evaluation of a digital parenting and shared book reading intervention (Worldreader’s BookSmart app with embedded parenting tips, Vroom TipsTM) on caregivers’ self-efficacy, beliefs, and practices, and early childhood outcomes in South Africa. We further investigated whether behavioral nudges could promote sustained engagement. Study 1 consisted of a 4-arm randomized controlled trial (BookSmart, BookSmart with reminder nudges, BookSmart with goal-setting nudges, control group) where caregivers (N = 519) of children aged 3-5 years used BookSmart for 15 weeks. We found randomization to access the intervention (i.e., intent-to-treat) had no significant effect on caregiver or child outcomes. However, behavioral nudges, particularly goal-setting messages, increased caregiver engagement and improved cognitive and language skills specifically for disadvantaged children (i.e., children from lower-SES households and children with lower baseline skills). Greater intervention engagement (i.e., treatment-on-the-treated) was significantly associated with language skills and marginally associated with literacy skills. Study 2 consisted of qualitative interviews with caregivers (N = 20) before and after using BookSmart for 3 weeks. Results indicated that several barriers impacted caregivers’ engagement with the intervention, including costs (e.g., airtime) and language accessibility (e.g., caregivers reported translating English books into their native language). Our results highlight that digital reading interventions have the potential to support early childhood development, while stressing that engagement with the intervention is critical in realizing potential positive outcomes. The findings suggest that access and usage barriers should be considered when designing interventions and that behavioral nudges may serve to increase engagement.