Spark launches kid-focused mobile plan with parental controls

Spark has introduced a mobile plan designed specifically for children, featuring parental controls and online resources to support families managing digital technology use at home.

A national survey conducted by Spark indicated that 36% of New Zealand parents feel overwhelmed when it comes to managing technology within the household. The research suggests that issues such as disagreements over device use, uncertainty about technology, and the frequent resort to banning devices altogether are common challenges for families.

The Spark Kids Plan responds to these concerns by offering a range of protections. The plan restricts promotional and marketing communications from Spark, blocks the purchase of additional extras or use of premium short code texts, and imposes incremental data limits. Parents are given oversight and management capabilities, including the option to allocate an additional 1GB of data to their child's plan if required. The offering is compatible with any mobile device, including basic mobile phones.

In conjunction with the plan, Spark has launched a new online Parent Hub, developed in partnership with Parenting Place. The hub offers resources such as conversation guides, expert advice, and practical tools intended to help families navigate digital life collectively. The collaboration includes an introductory offer where the first 500 customers signing up to the Kids Plan receive complimentary access to Parenting Place's 'Digital Parenting: Raising kids in an online world' course, which is normally priced at NZD $80, with a continued discount for Spark customers thereafter.

Parental insights

Spark's research, which canvassed the views of more than 500 parents across New Zealand, found that the struggle to manage household technology is widespread. The survey revealed that 18% of parents experience conflicts or disputes related to device use, 11% feel unable to keep up with the technological landscape, and 6% have implemented outright bans on technology to avoid disputes. Among those not struggling, 86% still expressed a desire for kid-friendly mobile accounts with parental controls and no marketing messages.

Spark's Corporate Relations and Sustainability Director, Leela Ashford, commented on the findings and the company's approach to addressing them:

"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."

Resource availability

Research conducted by Census At School shows that at least 60% of New Zealand 11-year-olds own a phone, but until now, telecommunications providers have not tailored mobile plans specifically for children. The new offer allows parents to manage the mobile account under their own name, with children having access through devices of their choice and within set boundaries.

The Parent Hub, developed in partnership with Parenting Place, was launched following a finding that 80% of parents would use digital resources to help their children build digital competence. The hub seeks to provide guidance on issues such as screen time management and readiness for social media use.

Child psychologist Dr Emma Woodward commented on the complexity of digital parenting and the potential benefits of structured support:

"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, also stressed the growing challenges parents encounter and the need for tailored support:

"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 self-guided 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 Spark builds 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".

The Spark Kids Plan is available for NZD $20 per month for those on eligible pay monthly mobile plans.