Families across the UK are preparing for the back to school rush in the final two weekends of August, and, somewhat unsurprisingly, smartphones are in demand.

New research from EE shows (involving 2,000 parents and 2,000 kids) shows that 46% of the former plan on giving their children smartphones before the first bell rings, with over half of 11-year-olds starting secondary school with a hand me down or refurbished handset in hand (63%).

The findings reflect broader changes in how families approach the new school year. What was once focused entirely on exercise books and uniform shopping also features children’s digital connectivity.

Data shows 70% of children receive their first smartphone between 11 and 17, with year 7 – the start of secondary school – the most popular school year for parents to give them their first device. To manage the cost of giving their child a smartphone and the risks of lost or damaged devices, 44% of parents turn to hand-me-downs or refurbished handsets.

Many UK parents set to hand children a smartphone before school year, EE research

With more than two million 11-17-year-olds set to return to school with a smartphone this autumn, EE is laying claim to being the first big network to launch new affordable ‘Safer SIMs’ designed specifically for U18s that work with any smartphone from just £7.

The plans include built in controls to block inappropriate content on websites when on the mobile network as well as scam protection. They also prevent children racking up out of contract charges and making premium calls, as well as provide access to EE’s data gifting and Stay Connected Data, allowing them to keep in touch, even if their data allowance has run out.

With 52% of parents confident they have the right tools to manage their child’s smartphone and social media usage, and 44% saying they struggle to balance privacy and trust, EE has also introduced in-store online safety appointments, supported by content developed with online safety experts Internet Matters. Available for free in over 400 stores nationwide, families can speak to EE staff members for personalised support with managing device use in their home, as well as advice on setting up a child’s first phone - whether it’s new or a hand-me-down.

Asif Aziz, Retail Director at EE, comments: “With only two weeks to go before the autumn term, back-to-school shopping isn’t just about textbooks and uniforms anymore; mobile tech has become high on the list for many families across the country. That’s where our new affordable under 18s smartphone plans and instore online safety appoints with an expert EE Guide come in.”

“As the UK’s best network for families, we offer practical advice on a young person’s first device, including resetting an old smartphone if needed, and setting up device level controls, to help parents manage their child’s screen time and keep them safer online.”

Research commissioned by EE also reveals the most common causes for rows between parents and their children, with screentime (53%), late-night phone use (50%) and being distracted during homework (47%) topping the list of parental gripes.

As 39% of parents and 31% of children say clearer rules would reduce arguments, EE has also launched the P.H.O.N.E. Chat resource hub to help families navigate conversations around responsible phone use. Part of the new tools is a new P.H.O.N.E. Contract, a free, customisable agreement parents and children can use to set boundaries around smartphone behaviour for the new school year. The customisable document, available for free in EE stores and online, has been designed to feature input from both parent and child.

Experience stores

EE recently opened a new Experience store in Dudley’s Merry Hill shopping centre, the second of its experiential stores to go live in the West Midlands in the past year.

This is EE’s third such launch of 2025, following openings in Nottingham in May and Sheffield earlier this month, and forms part of the company's £3 million investment into bricks and mortar retail this year.

It features Experience Zones themed around four key areas - Game, Work, Learn, and Home - along with a Tech Home area showcasing the future of connected living.

Jonathan Poole, Centre Manager at The Merry Hill Centre, said: "We’re thrilled to welcome EE’s innovative new Experience store to Merry Hill - a next-generation concept that adds something genuinely new for our visitors. From its hands-on Gaming Zone to its vibrant community hub, the store offers experiences that go well beyond traditional retail, giving people more reasons to spend time here and engage with the latest technology in an interactive way.”

"The opening comes as we continue to evolve the centre to meet changing customer expectations. People want destinations that combine great shopping with opportunities to play and connect. This dynamic addition strengthens Merry Hill’s position as the West Midlands’ go-to place for immersive, experience led shopping and entertainment, and we can’t wait to see how our community embraces it.”

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