Back to the feature: Two thirds of parents would opt for feature phone for their child

Basic feature phones can make and receive calls and texts, with some also possessing a basic camera, MP3 player, radio and torch. Some have very limited web access but, unlike smartphones, do not allow users to surf the internet at will or download any apps, including social media.

However, more than a third of parents (35%) surveyed were unaware that basic feature phones – which can cost as little as £8 to buy from Vodafone – existed as an option.

The study from Vodafone, also found that more than three quarters (81%) of parents think schools should ban the use of smartphones during school hours. This comes after the Scottish Government gave teachers the power to ban phones at school earlier this month.

Additionally, 94% of parents think all schools should provide lessons in creating healthy digital habits. The majority (59%) stated this was key because being online is a vital part of the world children are growing up in.

Nicki Lyons, Chief Corporate Affairs & Sustainability Officer, Vodafone UK, said: “The new academic year is approaching, and we know this is often a time when parents are considering purchasing their child’s first device.

“At Vodafone, we believe families should choose the device that is right for them, as every family is different. This is why we offer a huge range of choice across both ‘smart’ and feature (non-smart) phones.

“As we can see from this research, many parents want their children to have a basic phone before they get a smartphone. To help meet this need, Vodafone currently has the largest range on the market. We are also very proud to continue building our Digital Parenting tools and resources, together with the NSPCC, to help families navigate the online world safely and build healthy digital habits.”

Kate Edwards, Associate Head of Child Safety Online, NSPCC, said: “At the NSPCC, we know that many parents will have mixed feelings and worries about getting their child their first phone, and some may feel overwhelmed about how to approach this.

“Not only is it important that parents know the different types of phones that are available, but it’s also essential that parents are equipped with tips, tools and conversations they can have to prioritise their child’s safety.

“That is why is why our partnership with Vodafone is so important as, together, we can help more families feel confident when starting this journey.”

To help equip parents and carers with everything they need to navigate buying their child’s first phone, Vodafone has an online Digital Parenting hub, packed with information and resources. This includes Digital Parenting Pro – one of the UK’s largest directories of parental controls and safety settings.

Vodafone also launched Secure Net Home in June 2024, giving busy families hassle-free security and family controls for every connected device in the home. Comprising an array of features – from real-time virus protection to tools for managing digital downtime – it is one of the most comprehensive sets of tools on the market for parents who want to mange their children’s screen time while keeping their family safe online.

Available at no extra cost for all new and existing Pro II customers, you can sign up to Secure Net Home here.

Alongside practical tools and advice, parents can find information on feature phones as well as new and refurbished smartphones to help them choose the best option for their family. Vodafone has more feature phone options than any other network, including the Nokia 110 and TCL OneTouch 4041*.

Vodafone also recently expanded its resources with an online toolkit created in partnership with NSPCC, the UK’s leading children’s charity. The toolkit is designed to provide parents with practical advice regarding online safety, as well as support for setting parental controls.

Vodafone and NSPCC: Nine safety tips if your child has a smartphone

1. Set it up as a ‘child’s phone’
   Speak to your mobile provider about restricting access to certain content and to avoid overspending on the bill.
2. Turn on apps’ safety settings
   Turn on content filters, chat filters and privacy settings, as well as restricting in-app purchases, on all applications.
3. Restrict WiFi
   Contact your internet service provider for help in setting up content controls for devices connected to your home’s WiFi.
4. Talk to your child
   You know when your child is old enough to talk about certain topics without becoming upset or frightened. When talking about risks, be honest, but try not to catastrophise.
5. Check location settings
   Review location settings on their favourite apps and games, then remind your kids that they shouldn’t share their location online.
6. Understand app safety settings
   For example, TikTok has a Family Pairing feature that links a parent’s account with their child’s. Snapchat offers built-in parental control features, while Instagram has its Parental Guide for Teens, which covers helpful tips.
7. Don’t forget about online gaming safety
   Check each game’s age rating to make sure it is appropriate, and adjust the settings to make sure chat and voice features are turned off. You can set limits on screen time too.
8. Report harmful online content
   If you are concerned about something your child has seen online, you can visit the NSPCC page about reporting online safety concerns or call the NSPCC helpline (0800 800 5000).
9. Know where to go for help and advice
   Vodafone’s online resources are a great place to start, as they can help you decide which phone is best for your child. You can learn more about safety settings in apps, in games and on devices by using Digital Parenting Pro.

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Notes to Editors

Methodology:

* Survey of 2,300 UK parents carried out by independent market research company WALR in August 2024. WALR is a member, and abides by best practices, of the Market Research Society.

Vodafone’s Feature Phone Claim: