The survey, which involved 522 parents across Ireland, found that 42% of parents give their children phones earlier than they would like, mainly due to safety concerns. However, over a third of parents admitted they are unsure how to use the built-in parental controls to monitor and manage their children’s online activity effectively.
To address this gap, eir has introduced the Smart Start programme, a free in-store initiative aimed at helping parents set up parental controls, manage smartphone features, and explore alternative solutions tailored to their families’ needs.
Following a successful four-week pilot in December, the programme is now available at 10 eir stores across Dublin, Cork, Limerick, Galway, and Offaly, including The Bridge Shopping Centre in Tullamore. Starting today, drop-in sessions will run from 10:30 AM to 11:30 AM, Monday through Saturday, at participating stores. Trained eir staff will be on hand to offer support and advice.
The programme was developed with input from CyberSafeKids, who endorsed the initiative and provided training to eir staff on best practices for helping parents protect their children online.
The research highlights a gap between parents’ confidence in managing their children’s smartphone use and the realities of online behavior.
While 71% of parents believe their child can self-regulate online activity and 80% think their child would share negative experiences, CyberSafeKids’ “Left to Their Own Devices” report paints a more complex picture. According to the report, 77% of children aged 8–12 say their parents cannot see their online activities, and 55% did not inform a parent after encountering harmful content.
Alex Cooney, CEO of CyberSafeKids, emphasized the significance of the initiative:
“We know parents are aware of the risks that come with smartphone use but often lack the support needed to address them 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. Initiatives like this, which empower parents in the digital age, are hugely welcome.”
Susan Brady, Managing Director of eir Consumer and Small Business, echoed this sentiment:
“At eir, we understand the challenges parents face when deciding to give their child a smartphone. As parents ourselves, we know the importance of staying connected while ensuring safety. Our research reflects these shared concerns, and Smart Start is here to provide the support families need.”
The Smart Start programme is open to everyone, regardless of their mobile provider.