Telstra Study: Smartphones Top Aussies’ Christmas Wish List (Particularly For Kids)

Telstra Study: Smartphones Top Aussies’ Christmas Wish List (Particularly For Kids)
SHARE
THIS



Almost half of Australian parents are considering buying their child a smartphone for Christmas, new Telstra research has shown.

The decision to purchase a smartphone comes with great consideration – and safety, both online and offline, was front of mind.

The research found children aged 12 were most likely to be getting their first smartphone, with a quarter (24 per cent) of parents believing this was the right age to give a child their first device.

Almost two-thirds of parents (61 per cent) said the main reason for giving their child a smartphone was to keep them safe when they were out of the home.

Mums and dads were also wary about smartphone safety and balanced usage. Parents’ top smartphone concern was their child would spend too much time on their device (32 per cent), followed by breakage woes and excess data usage (14 per cent), and online safety worries (12 per cent).

Almost nine in 10 parents (87 per cent) said they would like more information about how to introduce a smartphone into their kids pocket safely.

Here are the key findings from Telstra’s Christmas survey:

  • Tech on top: 45 per cent of parents said a smartphone is top of their child’s wishlist and 24 per cent said their child would love a tablet.
  • Mobile mania: 45 per cent of parents said they were considering putting a smartphone under the Christmastree for their kid.
  • What age is the right age: While there is no right age, 12 is the most common age for parents to give theirchild their own smartphone (24 per cent).
  • Safety first: The main reason behind parents’ decision to gift their child a smartphone was to help them stay safe when out of the house (61 per cent).
  • Two-way street: Parents said the biggest benefit of giving their child a smartphone was the 24/7 connectivity it offers, meaning they can contact each other whenever they need to (61 per cent).
  • Connected independence: Two-thirds of mums and dads (67 per cent) believed the key benefit of a smartphone for their child was greater independence, while also staying connected to family.
  • Family time, all the time: 68 per cent of parents used their smartphones to contact their child at least once a day, with 17 per cent of those touching base regularly throughout the course of the day.
  • How we connect: The main way parents and children communicate using their smartphones was via text (71 per cent), while over half (54 per cent) said they call one another and over a quarter (27 per cent) used messaging apps.
  • Dataddiction doubts: Parents’ primary concern about giving their child a smartphone was that they would spend too much time on it (32 per cent), while 14 per cent felt that it would end up being an expensive exercise, with their child going over their data limit and damaging the device.
  • The digital discussion: Almost a quarter (24 per cent) of parents said they weren’t overly confident about being able to teach their child how to use their smartphone safely and responsibly, 87 per cent said they would welcome more tools and information that enable conversations with their children about safe smartphone use, but just 12 per cent said the best way to teach their child about healthy smartphone habits was to lead by example.

Jackie Coates, head of the Telstra Foundation said of the study: “Smartphones are introducing a new language for the modern family. I get ‘TTL mum’ (talk to you later) and ‘BRB’ (be right back), but smartphones are also creating new ways for families to communicate and connect.

“Tech is changing family dynamics. We’re seeing the emergence of the ‘connected family’ and ‘connected independence’ for young people. Two-thirds of parents said the main benefit for children owning a smartphone was to give them greater independence – while staying connected with family.

Coates said more than half of parents said smartphones have made it easier to connect with their family than when they were a child themselves.

“And about 70 per cent of parents said they now communicate with their kids at least once a day via a smartphone – with text messages the most popular way of connecting, followed by calls and chat-apps – and 18 per cent said their child had used a smartphone to tell them something they couldn’t say face to face.”

Please login with linkedin to comment

Christmas campaigns Telstra

Latest News

NITV Announces Four Indigenous Executive Appointments
  • Media

NITV Announces Four Indigenous Executive Appointments

National Indigenous television service NITV has announced four senior Indigenous appointments who will be responsible for growing its on-air and online platforms. Rhanna Collins, a proud Palawa woman, has worked at NITV for the past four years and has been appointed as executive editor, working across the TV station’s news and current affairs digital and […]

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends
  • Campaigns

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends

Queensland’s Transport and Main Roads Department (TMR) and creative agency Publicis Worldwide are targeting drink-driving over the holiday season with a new road safety campaign launching this week. The campaign is encouraging people to organise a #LiftLegend to make their way home. Set to the Bette Midler classic, Wind Beneath My Wings, this is the […]

JCDecaux-Owned APN Outdoor Snags Perth Airport
  • Media

JCDecaux-Owned APN Outdoor Snags Perth Airport

APN Outdoor, now part of JCDecaux, has signed an important new agreement with Perth Airport. This rounds out its existing contract covering internal advertising in all four terminals, as well as external billboards approaching and within the Perth Airport precinct. APN Outdoor currently holds the rights to all external advertising at the Airport, along with […]

Bunnings & Esky Plus Launch Frightfully Good Summer Ad
  • Advertising
  • Campaigns

Bunnings & Esky Plus Launch Frightfully Good Summer Ad

Cooler box maker Esky together with Bunnings have launched their latest TV commercial titled ‘Prey’ with the release of the new Esky Plus. Set against a far Northern Queensland looking river backdrop, the ad features a frightfully large crocodile as it launches from the riverbed and absconds with the product. The ad, which was conceived […]

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy
  • Marketing

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy

The Association of Market and Social Research Organisations (AMSRO) today applauded the Australian Competition and Consumer Commission’s (ACCC) preliminary Digital Platforms Inquiry report and proposals to further protect the privacy of individuals across the digital landscape.

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform
  • Advertising
  • Technology

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform

AppNexus, a Xandr company and leader in advertising technology, has announced that agreements with many direct publishers in the AppNexus marketplace and partnerships with third-party transparency companies have facilitated one of the programmatic advertising industry’s first fee-transparent supply-side platforms (SSP), giving buyers an unprecedented level of visibility into technology fees. “Through our policies and partnerships, AppNexus […]

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine