Watching football. Cooking dinner. Reading bedtime stories. Ahead of Remembrance Day, new Vodafone research reveals these everyday moments are among those Armed Forces personnel miss the most when serving away from home.
Ahead of Remembrance Day, new Vodafone research reveals more than half (52%) of Armed Forces personnel miss everyday moments more than major occasions such as family birthdays.
Vodafone is reaffirming its Armed Forces offer to help personnel stay connected while abroad. Those who take out a new Vodafone Global Roam Airtime Plan with a mobile device, with more than 1GB data allowance, can get a Vodafone Advantage 25% discount on their monthly airtime, giving them roaming capability across a wide selection of eligible destinations.
Nine in ten (90%) say a phone or video call home has made a difficult day noticeably better while deployed. Whilst more than four in five (82%) worry about the cost of using their mobile to stay in touch when posted overseas.
For more than half (52%) of those stationed abroad, it is the little things of daily life they miss more than major occasions such as family birthdays. The survey of 2,000 current or recently serving Armed Forces personnel found that 94% appreciated everyday home life more when serving away. Watching Match of the Day or football on television was missed by 52%, followed by favourite television programmes (38%) and cooking dinner for the family (34%).
Surprisingly, one in five (20%) even missed household chores such as washing up, taking the bins out and doing the weekly food shop. Recognising the vital connection between Armed Forces personnel and their loved ones, Vodafone is reaffirming its Armed Forces offer – to help eligible personnel stay close to those who matter most. Those who take out a new Vodafone Global Roam Airtime Plan with a mobile device, with more than 1GB data allowance, can get a Vodafone Advantage 25%* discount on their monthly airtime, giving them roaming capability across a wide selection of eligible destinations **.
Roaming costs preventing armed forces personnel from staying in touch with loved ones, new Vodafone research finds
Vodafone offers free global roaming offer for UK armed forces personnel to help keep them connected.
This means service members can use their UK data, minutes and texts abroad at no extra cost, free from the worry of unexpected roaming bills. To receive the discount, armed forces members need to apply online through Vodafone Advantage Armed Forces website and add the discount code at online checkout
From bedtime stories to homework reminders, everyday family routines were keenly missed. Seven in ten (70%) missed reading to their children at bedtime, while 44% missed hugging or cuddling them. Even the challenges of parenting featured: 42% missed dealing with tears and tantrums, and 40% missed reminding their children to do their homework. Almost a third (32%) missed quality time with their partner.
Alongside those daily moments, personnel reported missing significant family milestones because of a posting or deployment: 26% had missed a child’s first steps, 22% a child’s birthday and 12% the birth of their child. Overall, 94% said they had felt guilty about missing an important family occasion.
Staying connected when it matters most
A call home can make a tangible difference: nine in ten (90%) said a phone or video call had made a difficult day noticeably better while deployed, either many times or occasionally. Yet unreliable connectivity, communications restrictions and roaming costs can stand in the way.
More than half (54%) said poor connectivity or communications restrictions had occasionally stopped them speaking to family or a partner for as long as they wanted. Obstacles included unreliable internet (46%), poor mobile signal (38%) and operational or security restrictions (32%).
Cost is another barrier. More than four in five (82%) worried about mobile roaming charges when posted overseas, 44% had cut a phone or video call short because of the cost and almost a quarter (24%) had avoided video calls altogether.
Vodafone proudly stands with the UK’s Armed Forces community
In recognition of Armed Forces Day, Vodafone is reaffirming its commitment to the UK’s military community by launching a series of significant initiatives to expand support for serving personnel, veterans, reservists, and military families.
Steve Knibbs, Director, Vodafone Business Security Enhanced (VBSE), said: “As we mark Remembrance Day, we recognise the commitment of Armed Forces personnel and the families supporting them. When you’re serving far from home, a call isn’t just a conversation – it’s a chance to be there for the moments that matter. From watching football together to sharing a bedtime story, our research shows it’s often the smallest moments that leave the biggest gap.
“That’s why we are reaffirming our Armed Forces offer to help eligible personnel stay close to loved ones, with savings on selected airtime plans and inclusive roaming on eligible plans. Serving abroad shouldn’t mean cutting a call home short because of cost concerns.”
Vodafone’s support extends beyond mobile, with best-value broadband options tailored to military personnel and exclusive full-fibre deals for Armed Forces families. It also helps veterans and reservists access dedicated career transition services and flexible employment opportunities.
For eligibility, available plans and full terms, visit the Vodafone website.
Vodafone will also offer the Ministry of Defence and its military photographers a trial of SuperMobile for this year’s Remembrance events. With thousands gathering at the Cenotaph, high demand on mobile networks can make it harder for photographers to publish images quickly.
SuperMobile will support military photographers with the dedicated connectivity needed to upload official images in real time for use by the public and news organisations. Official Ministry of Defence imagery from the events will be published through the Defence Imagery website.
-Ends-
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Notes to Editors:
* The discount can’t be used in conjunction with any other discounts or promotions
** Vodafone’s global roaming coverage includes over 80 destinations worldwide
25GB roaming fair use, acceptable use policy and terms apply: vodafone.co.uk/terms.
| Missed family moments | Total (%) |
| Physical affection with partner | 62 |
| Hugging/cuddling children | 44 |
| Quality time with partner | 32 |
| Family meals | 30 |
| Chatting about their day | 24 |
| Playing with children | 24 |
| Watching TV together | 16 |
| Sleeping in own bed | 16 |
| Home-cooked meals | 14 |
| Pets | 14 |
| Missing everyday moments | Total (%) |
| Match of the Day/football | 52 |
| Favourite TV programmes | 38 |
| Cooking family dinner | 34 |
| Washing up | 20 |
| Taking bins out | 20 |
| Weekly food shop | 20 |
| Walking the dog | 20 |
| Pub with friends | 20 |
| Takeaway with partner | 18 |
| Gardening/mowing lawn | 14 |
| Sitting on sofa doing nothing | 10 |
| Cleaning/tidying | 8 |
| Missing childhood moments | Total (%) |
| Sorting tears and tantrums | 42 |
| Nagging about homework | 40 |
| Telling children to tidy bedrooms | 30 |
| Sibling arguments | 28 |
| Bedtime arguments | 20 |
| Cleaning up after children | 18 |
| Early wake-ups | 16 |
| Getting children ready for school | 10 |
| Persuading children to eat dinner | 8 |
| Teenage moods | 4 |
| Guilt over missed moments | Total (%) |
| Partner’s birthday | 32 |
| Child’s first steps | 26 |
| Child’s birthday | 22 |
| Christmas Day | 22 |
| Child’s first words | 18 |
| Own birthday | 18 |
| Loved one’s medical appointment | 18 |
| Child’s sporting achievements | 14 |
| Birth of their child | 12 |
| School sports day | 12 |
| Family funeral | 10 |
| Wedding anniversary | 6 |
| Child’s first day at school | 6 |
| Family wedding | 4 |
