Vodafone teams up with The Parent Zone on digital guides

Vodafone teams up with The Parent Zone on digital guides

Vodafone has teamed up with the Parent Zone to produce digital guides for parents to help them cross the digital divide between generations.

A new Vodafone study has revealed how a third of parents wish they had more knowledge of using technology in order to join in with their child's digital life.

As mobile devices, social media and apps become commonplace in family life, the research from Vodafone, conducted by The Parent Zone, highlighted the growing digital divide between parents and their children.

Of the 1,000 parents surveyed, 63% said that the rate at which technology is developing is widening the generation gap and changing the way their children communicate with them.

The study also found that over 50% of parents said their children spend more than three hours a week using digital technology while 37% spend five hours or more.

The report revealed that 20% of parents now struggle to keep up with the pace of technological changes, saying that their lack of knowledge is making it difficult to share experiences with their children.

Schools are also not availing of the opportunity to bridge the digital divide in UK homes, according to Vodafone's research, with 20% of parents saying that the homework their children bring home never encourages them to spend time with them using technology.

To help parents and teachers navigate the digital world, the Vodafone Foundation will partner with the Parent Zone to release 600,000 copies of the digital guides to schools and other public bodies this year. 

Cindy Rose, consumer director at Vodafone, said the pace at which the digital space is evolving is 'both exciting and disruptive' as it offers opportunities to share experiences across generations in ways that are not otherwise possible. 'At Vodafone, we are committed to helping and enabling families to embrace mobile technology to enrich their family lives in a way that’s simple and worry-free,' she said.

Vicki Shotbolt, founder and CEO of the Parent Zone, said that Vodafone has led the way in helping families to enjoy technology safely together.

'There is a great opportunity for schools to help parents and children bridge the digital divide and we look forward to equipping schools with what they need to facilitate this.'

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