Sales of ‘non-smartphones’ double year-on-year, reports Virgin Media O2

As kids headed back to school, parents have increasingly opted for non-smartphones for their children. Over the past year, Virgin Media O2 has seen sales double, with a significant spike in September.

This rise in demand underscores the growing emphasis on empowering parents to make informed choices regarding their children’s online safety. Feature phones typically focus on essential functions such as calling and texting, often lacking internet connectivity, touchscreens, or apps, making them a safer option for young users.

Virgin Media O2 offers a variety of non-smartphones, including popular models like the Nokia 105 and the Nokia 3210.

The operator has also been working with Internet Matters to promote the importance of online safety by encouraging parents and guardians to talk to kids about staying safe online. At the heart of the campaign is a powerful film highlighting the difficulties adults face in explaining online harms to children. Research found that only 4 in 10 (42%) of parents speak to their children about how to stay safe online.

Together, they have also created free guides to help families stay safe online. The guides provide advice for adults on how to have conversations with children and young people about staying safe online, and information about online safety tools and controls.  The resources are available via a new dedicated internet safety page on the Virgin Media O2 website.

Parents and guardians can find further tips and advice on the operators website here and here.

Christian Hindennach, Chief Commercial Officer at Virgin Media O2, said: “Growing numbers of parents and carers are taking conscious decisions to provide their children with reliable non-smart phones. This surge in demand reflects how families are looking for new ways to help their children safely navigate the digital world.

“We’re committed to supporting parents and guardians to help them keep their children connected, safely. Through our ‘Find the Right Words’ campaign and partnerships with charities like Internet Matters, we’re providing families with expert guidance, resources and practical tips so they can protect their children online.”