A nationwide survey by Spark has revealed just how overwhelmed Kiwi families are when it comes to managing tech at home – with over a third (36%) of parents admitting they’re struggling to stay on top of it all. From tech meltdowns to banning devices altogether, it’s clear parents are crying out for better support.
In response, Spark has launched New Zealand’s first mobile plan designed specifically for kids and parents in mind. Spark’s Kids Plan puts parents in control with built-in protections – like no promotional marketing texts or emails from Spark, no surprise charges thanks to restrictions on buying extras or replying to premium short code texts, and incremental data limits, starting with 1GB – enough for practical use like bus tracking or Find My iPhone, but not endless scrolling.
To support the plan, Spark has partnered with Parenting Place, a leading provider of parenting education in Aotearoa, to launch a new Parent Hub – a free online resource packed with expert advice, conversation guides, and practical tools to help families navigate digital life together. To celebrate the Spark and Parenting Place partnership, the first 500 people who sign up to Spark’s Kids Plan from today will receive free access to Parenting Place’s new and upcoming online course ‘Digital Parenting: Raising kids in an online world’, usually priced at $80 NZD. Spark customers who sign up to Kids Plan will also receive 20% off this course ongoing.
Spark’s Kids Plan was developed following research with more than 500 Kiwi parents, providing a real snapshot of the digital challenges facing families. Spark’s Corporate Relations and Sustainability Director, Leela Ashford says, “We’ve listened to parents across Aotearoa who told us that staying connected with their kids is important, but so is setting safe boundaries. Many felt they were flying blind when it came to kids and tech.
“While there are parental controls available at a mobile device level, there’s currently no mobile plan in New Zealand designed specifically for younger people. We saw this gap and knew we could and should fill it. Spark’s Kids Plan treats kids as kids and is designed to help families introduce mobile phones in a way that provides the benefits of connectivity – like staying in touch when kids are away from the house – without opening the online floodgates all at once. It’s not a silver bullet, but another tool in the toolbox that empowers parents to make the best choices for their kids.”
A real picture of digital parenting in New Zealand
Census At School research shows at least 60% of 11-year-olds in New Zealand own a phone, yet until now, no telco has identified which accounts were connected to children.
Spark’s survey found 36% of parents struggle to manage technology in their homes.
18% said they experience meltdowns or arguments when trying to manage devices.
11% felt out of their depth and unable to keep up with technology.
9% reported having “a lot of devices, no rules.”
6% said they resort to banning tech altogether just to keep the peace.
Spark’s research found even those who weren’t struggling to manage tech at home would appreciate the help, with 86% of parents saying a kid-friendly mobile account – with parental controls and no marketing messages – would be appealing.
Spark’s Kids Plan meets these needs by offering:
No promotional marketing texts or emails from Spark.
No surprise charges – the plan prevents the kid from buying extras or replying to local short codes that charge.
Set incremental data limits, starting with 1GB of data – enough for practical apps like bus trackers or Find My iPhone, but not for high level use or endless scrolling.
Another 1GB available to the parent to allocate to the child if they choose.
Managed under the parent’s account, with full oversight and control of the plan.
It can be used with any mobile phone – including ‘dumb’ phones
A milestone for digital responsibility
Spark’s new Parent Hub also launches today, providing a free suite of evidence-based tools and expert advice developed with Parenting Place, as part of a new partnership, to help families navigate digital life – from screen time to social media readiness.
The Parent Hub was created following 80% of parents saying they would use a digital experience that supported them to teach their kids how to build digital competence – highlighting the real demand for guidance in this space.
Child psychologist Dr Emma Woodward says “Digital devices aren’t going away, so the key is equipping kids, and their parents, to use them safely and thoughtfully, so that whenever the time is right for the parent to introduce a mobile phone, they’re both aware of the risks and benefits.
“I’ve worked with many families where technology causes stress and conflict. A plan like this offers a gentle, structured on-ramp into the digital world, much like training wheels on a bike or a learner’s licence for the road.”
Parenting Place interim CEO Nina Field says “We know New Zealand parents want to raise children who thrive in the online world, but navigating technology, particularly at the pace it moves, can feel overwhelming. It’s one of the most common concerns we hear from families. That’s why we’ve worked closely alongside other experts in this space to develop a selfguided Digital Parenting course: to equip parents with practical tools and strategies to lead their whānau with confidence when it comes to technology. Our partnership with Sparkbuilds on this, expanding access to trusted, relatable support through their new Parent Hub – meeting families where they’re at.
“Spark’s new Kids Plan offers families a thoughtful way to introduce mobile phones with clear boundaries. It’s a timely, practical solution that empowers parents to make choices that fit their family’s values and needs”.
