With September fast approaching and 85% of parents planning to buy their child a new device before they start secondary school, Vodafone has released new research looking at the concerns facing families at this pivotal moment.
While the vast majority (93%) of parents support their child having a device and access to the internet, it’s not without worry, with concerns about them being sent explicit images (46%) or sending images themselves (28%). Vodafone’s research brings this to life, revealing one in five secondary school aged children (11–17) have felt pressured into sharing an explicit image of themselves.
“We know from speaking to young people that they value being able to access the online world before they become adults, so they can learn how to navigate it safely. But this must happen in an environment that protects them from harm. These findings show just how important it is to equip families with the right tools and support, so they know where to turn when help is needed.”
Helen Westerman, Head of Local Campaigns, NSPCC
The study, which surveyed 1,000 parents and secondary school children aged 11–17, alongside 4,555 teachers, found that requests for explicit images came from more than just peers – 17% had been targeted by individuals pretending to be someone they trusted, like a classmate or friend online.
For many who shared images, the emotional impact was instant, with 36% experiencing immediate regret, and 28% anxious it might fall into the wrong hands. Nearly two thirds (63%) later discovered that their images or videos had been forwarded without their consent, with 27% of young people saying they’d seen explicit images of someone at their school via a friend’s device.
In its journey to become the best network for families, Vodafone has today announced the launch of ‘Connect and Protect’, a brand-new set of tools designed to support parents as they navigate whether to get a phone for their child and choosing the right one
Bringing everything together in one place, the tools help to guide parents through the challenging milestone of deciding whether their child might be ready for a phone – with expert advice from NSPCC – as well as which type could suit them best. Whether it’s a feature phone or a smartphone, the resources help parents consider the options available with confidence. While 36% of parents are concerned about smartphones contributing to a reduced attention span, many also recognise the benefits, from supporting schoolwork (49%) to offering peace of mind through location tracking, which 65% of parents value.
With no need to search around, ‘Connect and Protect’ also showcases the widest range of feature phones of any major network**, as well as refurbished and new smartphones, all in one place. This is in addition to the launch of the new HMD Fuse protected with HarmBlock+, the smartphone that grows with your child. Born out of The Better Phone Project, HMD’s largest-ever co-design initiative, which consulted over 37,000 parents and children globally, the device bridges the gap between feature phones and smartphones, and is available exclusively at Vodafone, making the UK the first to bring it to families. And every phone with Vodafone comes protected by Secure Net, across mobile and broadband, offering the best parental controls of any major UK network*** for added peace of mind
A first-of-its-kind smartphone, the HMD Fuse is protected with HarmBlock+, an advanced AI built directly into the operating system and the camera itself, making the device safer from the moment it’s switched on. HarmBlock+ helps prevent explicit content* from being shown on screen, captured by camera, or stored on the device**. Designed to evolve over time and guided by an advanced parental control system, parents can choose to add or remove any application from the device, even the camera. The journey can begin as a “brick phone” with calls, texts, and location tracking. Over time, parents can gradually adapt the device, with decisions over app access and screen time in their hands.
The reality for young people online
41% of teachers reported explicit image-sharing as a growing problem in their school, with more than one in four teachers (28%) saying they dealt with at least one incident of explicit images of students being shared by other students in the last academic year. Just 7% of teachers say that affected students had no behaviour changes, with most of those affected displaying increased anxiety (65%), lower moods (60%), increased absences (55%) and even falling grades (25%). Parents echo these concerns, with 85% wanting their children to have a device that allows gradual, age-appropriate introduction to the online world.
In response to these findings, Vodafone has released a video titled “Beyond the Symbol”, which aims to highlight the potential issues and drive awareness of the support available, helping families to build healthy digital habits and keeping them connected and protected.
“As parents prepare for the back-to-school season, many face the exciting, yet often daunting, milestone of deciding if their child is ready for a device and whether a basic phone or smartphone is the right fit. We’re proud to launch ‘Connect and Protect’, a brand-new set of tools to support parents on this journey , and to be the first globally to offer the HMD Fuse protected with HarmBlock+, a new, safer kind of device for families as they navigate the online world. 2025 marks 15 years since we began our work in the digital parenting space and with our fantastic partners at NSPCC, we’re continuing to co-develop resources that help families to stay safe online.”
Nicki Lyons, Chief Corporate Affairs and Sustainability Officer, VodafoneThree
Visit vodafone.co.uk/family to access the new ‘Connect and Protect’ tools and support, and for the new HMD Fuse protected with Harmblock+. Available from £33 a month (£30 upfront cost), the device will be in retail stores and online at Vodafone Family from 17:00 (BST) today.
