When Mumsnet surveyed thousands of parents earlier this year, one message came through loud and clear: most parents feel overwhelmed by the challenge of keeping their children safe online.
But beyond the anxiety, the survey revealed exactly what parents need, and what they're missing from existing solutions.
The Smartphone Dilemma
Parents are giving children phones earlier than they want to.
59% of parents feel they have to give their child a smartphone earlier than they would have liked, with the primary drivers being practical needs rather than wants:
- 59% cited transitioning to secondary school
- 52% wanted their child to communicate with parents
- 46% prioritised safety when away from home
As one parent put it: "I want her to be contactable, not constantly contactable."
The reality? Most children (92%) receive their first smartphone by age 11, with 84% of children with smartphones using them multiple times per day.
Current Solutions Aren't Working
Despite widespread concern, parents feel let down by existing safety tools:
The scale of parental anxiety:
- 77% say keeping their child safe online feels like an impossible task
- 88% are concerned about excess screen time
- 86% worry about impact on mental health
- 87% are concerned about access to sexual content
Existing tools fall short:
- Only 34% rated parental control apps as very effective
- 77% agree that current safety controls aren't enough
- 73% believe it's inevitable their child will be exposed to inappropriate content
Parents consistently reported that children find workarounds, controls are confusing to set up, and platforms like YouTube and Roblox have inadequate safety features.
What Parents Actually Want
When asked about features for a child-safety-focused phone, the response was overwhelming:
Essential Safety Features
Parents rated these features as "very appealing":
- 89% want children unable to change safety settings
- 86% want blocking of harmful imagery
- 80% want VPN/DNS restrictions on blacklisted websites
- 77% want screen time limits
- 76% want blocking of harmful language
- 74% want location tracking and password-protected app controls
Core Requirements
Parents identified these as "very important":
- 83% prioritise parental controls and internet filters
- 78% need features that cannot be removed or bypassed
- 67% want location tracking
- 63% want screen time reduction
What It Would Mean for Families
When asked what a safety-first phone would provide:
- 76% said peace of mind
- 63% said more trust in their child's digital use
- 58% said independence for their child
- 55% said a sense of control
The Flexibility Factor
87% of parents want the ability to gradually unlock features as their child matures—recognising that a 10-year-old's needs differ vastly from a 14-year-old's.
Parents envision using a safety-focused phone as a stepping stone, with most planning to transition to a regular smartphone around age 11-12.
Platform Trust Is Broken
When asked to rate popular platforms for child safety:
Least trusted:
- Snapchat: 87% say not safe, only 5% say safe
- TikTok: 86% not safe, 6% safe
- X (formerly Twitter): 79% not safe, 8% safe
Safety features rated insufficient:
- 60% say Snapchat's safety features are insufficient
- 56% say the same for YouTube and TikTok
- Only 13% of parents consider Roblox's safety features sufficient
What This Means for Other
The survey reveals a clear market opportunity: 96% of parents find a safety-focused phone appealing, with 82% rating it as very or extremely appealing.
Parents aren't looking for perfection—they're looking for:
- Controls that actually work and can't be bypassed
- Simplicity in setup and management
- Flexibility to adapt as children grow
- Peace of mind that their child can be independent without being constantly exposed to harm
The market is willing to invest: parents would pay an average of £170 for a safety-focused handset and £9 per month for updated features and support.
The message is clear: parents are desperate for a solution that bridges the gap between dumb phones and unrestricted smartphones. The Other phone has the opportunity to be that solution.
