Phones 4u launches information hub for parents on mobile internet safety

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Phones 4u is today launching an education programme to help parents understand the security options available on today’s mobile phones to enable parents to make informed decisions to protect their children.

Insight reveals parents trust their children when accessing the internet on mobile phones; but 55 percent adopt security tools when informed of the options available

Phones 4u is today launching an education programme to help parents understand the security options available on today’s mobile phones to enable parents to make informed decisions to protect their children.

The programme follows insight conducted by ICM on behalf of Phones 4u which reveals that although 100 percent of parents are happy to buy their children a mobile phone, awareness of security tools is low with 71 percent of parents admitting that they haven’t used an internet safety tool and almost a third (29 percent) revealing they aren’t aware of such tools.

Instead, parents trust their children to police themselves online. 85 percent consider their children to be very aware of the potential risks of using the internet on their mobile phone, and 88 percent believe their children are open with them about how they use the internet on their phones.

“We’re looking to address the low awareness amongst parents about the range of security tools available on phones that are being used by children, to ensure they have the information they need to help their children stay safe online,” comments Scott Hooton, Chief Commercial Officer at Phones 4u. “While our research reveals the positive news that parents have a trusting relationship with their children, it also revealed more can be done by the industry to ensure parents stay informed of the security tools that are available to them.”

Phones 4u has created a dedicated microsite to help guide people through the available tools – both at network and device level – which includes practical advice on installation. In addition, the subject of mobile security has been incorporated into Phones 4u’s consultative in-store sales process as well as on the Phones 4u website. This helps to ensure parents have the information they need to make decisions about the best handset and plans for their child’s needs.

Susanna Scott, Founder, BritMums, says: “Getting a mobile phone is a big and important step in the growth of a child, parents naturally want to understand the risks and do all they can to guide their children in the right direction. As a parent of three girls, one of which is in the process of getting a phone, I am very concerned about the safety aspects of mobile internet even though I trust my children to be sensible, you have a responsibility as a parent to make sure you’re informed and educating them about the risks associated with anything they may be doing. This new site from Phone 4u is a much needed and very welcome source of information on the internet security options available across all mobile phone providers.”

Will Gardner, CEO of Childnet, says: "With mobile phones increasingly becoming an integral part children's lives, it is vital parents and carers are aware of the tools available to them as well as the key advice and information that they and their children need to use their phones safely and responsibly. The UK Mobile Operators have provided tools to help parents filter out age-inappropriate content, and we hope that this new guidance from Phones 4u can help highlight these tools to their customers".

Hooton continues: “When parents were offered information on security tools as part of the sales process, almost all were satisfied with it (92 percent) and more than half (55 percent) went on to use one of the tools. That tells us there is a real appetite for this information, and as an independent retailer we can provide impartial advice on the different security tools available for all the family.”

For more information about mobile internet security, you can visit the new Phones 4u microsite:

  • ENDS -

Notes to the Editor

  • The research was carried out by ICM (May/June 2012)
  • Results are based on a nationally representative sample of 1,500

About Phones 4u

Phones 4u is an independent mobile retailer, offering all networks and smartphone brands and market leading choice and value. It is part of the Staffordshire-based 4u Group, and the Group CEO is Tim Whiting. Leading the way in the mobile industry through its excellent customer service, award-winning advertising and differentiated in-store experience, Phones 4u has over 650 stores in the UK and is still growing. It has recently completed a refresh of its entire store estate, with the focus now on interactivity and making the product the hero.  Phones 4u employs circa 6,000 people.

Phones 4u is a truly unique brand within the mobile sector, with a distinctive youthful customer base.  Awarded ‘Best High Street Retailer’ and ‘Shop Idol’ at the Mobile Industry Awards 2012, it is renowned for its success in delivering great customer service and for having exceptional knowledge of mobile products.  Judges also recognised Phones 4u as being the best at motivating its people, having the best range of innovative products and services, having the most compelling and effective store formats, delivering effective marketing campaigns and demonstrating strong commercial performance.

Passionate about its customers and committed to delivering award winning customer excellence every time, Phones 4u has made its customers’ needs the foundation of its business behaviour.  Phones 4u was the first mobile retailer to implement NPS and led the industry in making staff accountable for the way they sell and is known for running the largest Ofsted accredited retail apprenticeship programme in the UK.  Significant investment in the training and development of its people along with a 'unique to the high street' customer consultation process, delivers quality staff, unrivalled mobile expertise and advice tailored to individual customers’ needs.  As a result, 1 in 4 new contract smartphones sold on the high street are through Phones 4u. For more information, visit

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