An ICM survey of 1500 parents of children aged between 5 and 16 years reveals that all parents are prepared to buy their child a mobile phone and two thirds of children aged 5 to 16 already own a mobile phone.
The survey showed that 85% of parents believe that their children are aware of the risks of using internet on the mobile phone, and 88% of parents believe their children to be open about what they are doing on a mobile phone.
However, almost a third of parents (29%) are not aware of any mobile phone security tools and 71% admitted that they have never used any of the available internet security tools.
Research also showed that among those who were provided with any type of security information, a large majority (92%) were satisfied with the information provided and were more likely to feel in control.
Insight provided in the research was used by Phones 4U to create a dedicated microsite to help parents learn and better understand the available tools. Phones 4U also incorporated the subject into its in-store sales process.