It's all relative. Try the same model in the same setup with .308's and than tell us which recoils less. Also if you have been used to shooting .223's, then the .243 will have more recoil. I just returned from the range where I shot my mew .223 Contender Super 16 barreled carbine. It definately recoiled more than the same load in my Encore.
Absolutely true. When my cousin and I were very young, our dads would get the itch to sight in and test loads starting around Labor Day weekend. We would do our very best to hide from them but they always seemed to find us and have us out to shoot at least one or two rounds from their 06's. Trust me when I say it was not a pleasant experience. Being I was a couple of years behind my cousin, and only around 5yrs old when this started I simply hated it, but did it none the less. I couldn't tell you if the loads were top end or not but even with a nice soft pillow between the stock and my shoulder it still pounded the snot out of me.
I did however learn that after shooting the '06 that a .243 was really nothing, and took my first deer with one at 7. It was game on then, I shot it as good or better than my pop on most outings, and used it up until he passed. I still have the rifle nice and clean sitting in the safe for one of my grandsons.
This said, my oldest grandson got in his head he wanted to shoot a hog at the ripe age of 3. So after a LOT of R & D I had a load that he could use in my Ruger Compact .308. Granted it was nowhere close to full tilt, it was very accurate and even though it still popped him pretty good, he shouldered up to it and practiced hard. Just two weeks before his 4th birthday he dropped this hog with it at 50yds.
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If I were recommending a caliber for a young one several years ago I would easily have made the .243 a top pick. However since factory loads have now been made in reduced recoil loads, I would easily recommend the .308 over just about anything. Even now the boy above is only pushing about 60# and will be 9 this fall. He has grown up shooting and been around shooting his whole life. I believe that has more influence on things than anything else. He is now shooting a 6.5x55, I purchased for my daughter and hold his own against both her and myself on the range.
There are endless options for a handloader, but for folks shooting strictly factory the .243 isn't all that bad, but a .308 with factory reduced loads in my mind is even better.