Research commissioned by eir shows that children in Ireland are accessing their first mobile phones at the average age of nine, more than three years earlier than parents' preferred age of between 12 and 13 years. The study, which surveyed 522 parents across the country, also found that 42% of parents provide their children with a phone earlier than they would like, largely due to safety concerns. Despite this, over a third of parents reported being unsure of how to access the built-in parental controls to help monitor and manage their children's online activity.

In response to this, eir has launched its Smart Start programme, a free in-store initiative designed to help parents set up parental controls, manage smartphone features and access alternative solutions tailored to their family's needs. Following a successful four-week pilot in December, the programme is now rolling out across 10 eir stores in Dublin, Cork, Limerick, Galway, and Offaly include the eir store in The Bridge Shopping Centre, Tullamore

Starting from Monday 20th January, parents and guardians can attend drop-in sessions which will take place from 10:30 am -11:30 am Monday - Saturday, at participating eir stores, where trained staff will be on hand to provide support and advice. To ensure the advice is both robust and practical, eir consulted with CyberSafeKids, who endorsed the programme and provided expert input to train eir staff on best practices for helping parents safeguard their children's smartphone use.

The research highlighted a discrepancy between parents' confidence in managing their children's smartphone use and the reality of children's online behaviour. While 71% of parents believe their child can self-manage online activity and 80% think their child would share negative experiences, findings from CyberSafeKids Left To Their Own Devices report, suggest a more complex reality.

According to their report 77% of 8-12-year-olds say their parents cannot see what they are doing online, and 55% did not tell a parent when they encountered harmful content. This difference in perspective highlights the value of the Smart Start programme, which offers practical tools, tailored guidance, and alternative solutions to help them navigate the complexities of their children's digital lives.

Alex Cooney, CEO of CyberSafeKids, highlighted the importance of such initiatives: "We know parents are aware of the risks? that accompany smartphone use, but?often?lack the support they need to mitigate these effectively. We're?delighted to have contributed to the development of the Smart Start programme, ensuring parents receive practical guidance?at the point of purchase to help their children navigate the online world safely. Programmes such as this?, which empower parents?in the digital age?a?re hugely welcome."

In addition to assisting parents with smartphone set-up, the programme offers smart alternatives, like child-friendly smartwatches and broadband modem control features, allowing families to stay connected while giving parents greater oversight.

Susan Brady, Managing Director of eir Consumer and Small Business, commented on the initiative: "At eir, we understand the difficult balancing act parents face when it comes to giving their child a smartphone. As parents ourselves, we know how important it is to stay connected with our children, and our research reflects that same concern. But we also understand that the challenges of managing mobile devices can feel overwhelming, and parents need support in navigating these risks. That's why we've created Smart Start - to provide practical tools and personalised guidance that help families make the right choices for their unique needs."

Brady added: "We know that while many helpful resources are available, parents are already managing so much in their day-to-day lives. Through Smart Start, we're committed to being there for parents every step of the way, offering practical support that makes the process easier and hel...