Norton report finds UK children turning to AI for emotional support, while cyberbullying continues to affect 1 in 8 children
Norton, a global leader in consumer Cyber Safety and part of Gen , today published its 2025 Norton Cyber Safety Insights Report: Connected Kids, which reveals how children in the UK are one step ahead of their parents* online, dodging controls and accessing age-inappropriate content. Families now face a growing digital divide, where tech-savvy children are often navigating online spaces faster than the adults guiding them.
The Digital Divide at Home
Norton found that while 85% of parents in the UK actively manage screen time, the reality is many children are digitally skilled enough to sidestep the online rules set by their parents. Over half (53%) of parents say their child found a way to bypass screen time or online rules. Once past those boundaries, children are venturing into potentially risky territory, with 18% of UK parents reporting that they have caught their children accessing online content they thought they had blocked. Meanwhile, 12% caught their children watching explicit content and 11% reported incidents of their child sharing personal information with a stranger. As children continue to explore more of the online world on their own terms, the gap between what parents are comfortable with their children doing online and what they’re actually doing is wide.
“Kids today are spending more time online than ever before, whether it’s for school, gaming, shopping, or connecting with friends. As parents, we want to make the world a better place for our kids – and that includes the digital world,” said Leyla Bilge, Global Head of Scam Research for Norton and mother of two. “Over 80% of cybercrime relies on emotional manipulation – and attackers don’t care what age you are. But the digital world doesn’t need to be a scary place. We are here to help empower parents with the knowledge and tools they need to help their children navigate the digital world safely.”
Connected and Vulnerable
Many UK parents are navigating the topic of cyberbullying with their children. The majority (91%) of parents in the UK say they feel comfortable discussing the topic with their children and 64% have had repeated conversations about online safety. Still, about one in eight parents (13%) report that their child has already been a victim of cyberbullying. Among those cases, more than half (53%) say the perpetrator was a stranger online, while over a third (36%) identified the bully as a classmate or peer. Worryingly, social media is a dominant platform for cyberbullying with 45% of UK parents identifying Facebook as the most common site for it.
Parenting Through the AI Shift
Alongside social challenges like cyberbullying, the rise of AI is reshaping how parents support their children who are online. Many UK parents recognise the upside of AI, with 39% believing AI is beneficial for their children’s learning and creativity. Optimism is particularly strong among younger parents, with 55% of Gen Z and 51% of Millennials respectively seeing the benefits.
Nevertheless, many UK parents remain concerned about their children’s interaction with AI. Over one in three (38%) of UK parents have noticed their child using AI for companionship or emotional support. Almost half (45%) say they have not seen it happen but would be worried if they did. In addition, 59% of parents have initiated conversations with their children about AI-related risks such as deepfakes and misinformation. As children engage with these tools independently, it underscores the need for ongoing conversations, guidance and digital education to help families navigate the evolving online landscape together.
“As students grow up in a digital world, school systems need to equip them with the skills to become tech-savvy and cyber resilient. By fostering digital literacy, we empower students to not only use technology effectively, but to excel in their academic, personal, and professional lives,” said Catherine Dunlop, Senior Vice President of Corporate Partnerships at Discovery Education.
5 Tips to Help Keep Kids Safer in a Connected World
The Kids on Devices Report underscores that, as children engage with technology earlier and more frequently, it’s essential for parents to stay proactive, informed and involved. Norton recommends the following steps to help create a safer and more supportive digital experience for kids:
- Start the Conversation Early
Don’t wait until there’s a problem – talk to your children about online behavior, safety, and kindness from the moment they start using devices. Tools like The Smart Talk is a free tool that helps make it easy to guide age-appropriate conversations around digital habits and expectations. - Use Parental Control Tools Thoughtfully
Take advantage of built-in device settings and trusted parental control tools to set screen time limits, block inappropriate content, and monitor online activity. Norton solutions, such as Norton Family with features like School Time, can help parents create healthy digital boundaries while fostering trust and transparency. - Teach Kids to Recognise Red Flags
Help children understand the signs of cyberbullying, scams, AI manipulation, or predatory behavior, and empower them to speak up if something feels off. - Model Healthy Tech Use
Kids mirror adult behavior. Set a positive example by putting devices down during family time, managing your own screen use, and showing how to engage responsibly online. - Stay Involved, Stay Curious
Regularly check in with your child about what they’re doing online. Ask questions, explore apps together, and keep learning about new trends – whether it’s AI chatbots or the latest social media platform.
For access to full results of the 2025 Norton Cyber Safety Insights Report: Connected Kids, please visit
https://newsroom.gendigital.com/Norton-Cyber-Safety-Insights-Report-Connected-Kids
About the 2025 Norton Cyber Safety Insights Report
The study was conducted online within the United Kingdom by Dynata on behalf of Gen from 24th April to 8thMay 2025 among 1,000 adults ages 18 and older. Data are weighted where necessary by age, gender, and region, to be nationally representative. Within this report, mentions of parents refer to parents with children younger than 18 years old.
About Norton
Norton is a leader in Cyber Safety, and part of Gen (NASDAQ: GEN), a global company dedicated to powering Digital Freedom with a family of trusted consumer brands. Norton empowers millions of individuals and families with award-winning protection for their devices, online privacy and identity. Norton products and services are certified by independent testing organizations including AV-TEST, AV-Comparatives, and SE Labs. Norton is a founding member of the Coalition Against Stalkerware. Learn more at www.norton.com.
* Parents refers to parents with children under the age of 18.
