Press Release | 25 Aug 2022

Call the fambulance!

The average parent deals with an ‘everyday emergency’ once every four hours, according to new research.

  • Resolving sibling squabbles (18%), dealing with tantrums (17%), running late to appointments (17%) and struggling to understand a child’s homework (17%) are the most common crises.
  • 88% rely on tech to solve the issues, by researching solutions on a smartphone (38%), phoning friends or family (32%) or using voice-controlled personal assistants such as Amazon Alexa to answer questions (28%).
  • Research was commissioned by Vodafone, the UK’s reliable, award-winning network.
  • 77% of emergency services have connectivity contracts with Vodafone.

The average parent deals with at least one ‘everyday emergency’ every four hours, according to new research from Vodafone.

Resolving sibling squabbles (18%), dealing with tantrums (17%), running late to an appointment (17%), disagreements about bedtime (17%) and struggling to understand a child’s homework (17%) are just some of the instances that pile on the pressure each day.

88% of parents rely on tech tools to solve these continuous conundrums, with parents researching solutions on a smartphone (38%), phoning friends or family (32%) or using voice-controlled personal assistants such as Amazon Alexa (28%) to get them through. More than a quarter (28%) also turn to WhatsApp groups with other parents to seek advice.

Alexa tips for Pro Broadband Super WiFi Plus booster

The Alexa voice assistant built into Vodafone’s top-of-the-range WiFi range booster – an optional extra on Pro Broadband – is more versatile than you know, as our tips reveal.

With so many tools on offer, parents say that they rely on tech to manage five out of the six ‘everyday emergencies’ they experience in a 24-hour period.

The research was conducted in recognition of the fact that Vodafone’s award-winning network is relied upon by millions every day – from parents dealing with mini family crises to the 77% of the emergency services who have connectivity contracts with Vodafone.

While some challenges are more common, keeping children entertained (44%), helping out with homework (40%) and cooking meals for the family (31%), are the moments parents would find most difficult without tech.

 

How digital tech has changed parenting over the last 10 years

Catherine Russell, Vodafone’s Head of Sustainable Business in the UK, reflects on 10 years of Digital Parenting Magazine and how much the landscape has changed over the period.

And while an everyday emergency can happen when children are at any age, turning to tech is most common when kids are three years old. At this age especially, parents laud technology solutions such as apps that help them keep in touch with their child’s school or nursery (33%), online booking platforms to arrange medical appointments for children (26%) and online shopping apps (22%).

Such is the importance of these solutions that 37% of those surveyed say that becoming a parent has shown them how much they need reliable connectivity whether they’re at home or out and about. Almost a third (31%) also say that reliable connectivity is much more important to them now than it was before they were a parent.

The need for reliable connectivity doesn’t stop at everyday emergencies – a massive 91% of parents now use tech to help them navigate the cost-of-living crisis, too, by searching for discounts online (48%), using online loyalty schemes (47%), or price comparison apps (38%).

The average parent deals with an ‘everyday emergency’ once every four hours, according to new research.

A Vodafone spokesperson said: “We’re proud to be trusted by millions every day – from parents to emergency service workers – all of them in need of reliable connectivity to help them deal with whatever the day throws at them.

“With 77% of emergency services having connectivity contracts with Vodafone, people can trust our network for everything from a real-life emergency through to a family ‘emergency’ that most families know are only too common. Vodafone’s reliable network can help families and emergency staff alike feel cool, calm and connected.”

Vodafone is the UK’s reliable, award-winning network. The UK relies on Vodafone as a network provider as it powers critical infrastructure – 77% of emergency services have connectivity contracts with Vodafone.

The 10 most common ‘everyday emergencies’ have been found to be:

  1. Child falling over and grazing themselves (21%)
  2. Resolving sibling squabbles (18%)
  3. Dealing with a child’s tantrums (17%)
  4. Running late to an appointment (17%)
  5. Disagreements about bedtime (17%)
  6. Struggling to understand a child’s homework (17%)
  7. Not knowing the answer to a question and googling to find out (16%)
  8. Realising you don’t have snacks left in the house (15%)
  9. Rescuing a lost favourite toy or comforter (15%)
  10. Losing internet connectivity when watching a child’s favourite show (15%)

Stay up-to-date with the latest news from Vodafone by following us on Twitter and signing up for News Centre website notifications.

-ENDS-

Notes to editors

Consumer research conducted across 1,000 UK nationally representative parents of children aged 0-16 between 12 and 17 August. Please contact Vodafone at tinmancomms.com for the full breakdown of all statistics.

About Vodafone UK

Vodafone UK is a technology communications company that connects people, businesses and devices to help our customers benefit from digital innovation. Our services span mobile, fixed-line connections, home and office broadband, and the Internet of Things (IoT).

We have a strong track record as a tech pioneer, making the UK’s first mobile phone call, sending the first text message, and making the UK’s first live holographic call using 5G in 2018. We were the first to start carrying live 5G traffic from a site in Salford, Greater Manchester and now have 5G in locations across Germany, Ireland, Italy, Spain as well as the UK. Meanwhile, our 4G network coverage currently reaches over 99% of the UK population.

Today, Vodafone serves more than 18 million mobile and fixed-line customers in the UK. Vodafone is the largest provider of full fibre in the UK – our superfast broadband services are now available to nearly 12 million homes across the UK.

Sustainability is also at the heart of what we do: as of 1 July 2021, 100% of the grid electricity we use in the UK is certified to be from renewable sources.

For more information about Vodafone UK, please visit: www.vodafone.co.uk.

Vodafone UK Media Relations

Telephone: +44 (0) 1635 693 693

Email: ukmediarelations@vodafone.com

Twitter: @VodafoneUKNews

Website: https://vodafone.co.uk/newscentre/

Vodafone Limited

Registered Office: Vodafone House, The Connection, Newbury, Berkshire RG14 2FN

Registered in England No: 1471587