As of this year, a majority of kids under 12 years old have access to a tablet or smartphone, and a quarter of that group have their own smartphone. And as screens become increasingly pervasive in childhood and internet access widens for kids, parents are in largely uncharted territory when it comes to helping their children navigate the experience. To address that, some are turning to new methods, such as hiring screen time coaches, to figure it out.

Heather Kelly is a tech reporter at the Washington Post where she wrote about what these tech-managing experiments look like. She joined “Marketplace” host, Amy Scott, to talk about what parents are trying and what she’s hearing from people working in this emerging industry.

To hear their conversation, use the media player above.