Childhood 2.0: AI Friends And Cyberbullying On The Digital Playground

Norton study shows 1 in 8 Kiwi parents report cyberbullying; 23% say kids turn to AI for emotional support

Auckland, 23 July, 2025 – Norton, a global leader in consumer Cyber Safety and part of Gen (NASDAQ: GEN), released its 2025 Norton Cyber Safety Insights Report: Connected Kids, offering a comprehensive look at the Cyber Safety challenges parents of school aged children are up against. The report reveals that 1 in 8 parents* (13%) say their children have been victims of cyberbullying and another 23% say their child is turning to AI for companionship. As children in New Zealand are going digital earlier than ever, with many getting their first phone by age 12 according to the report, parents are navigating uncharted territory. The report highlights the urgent need to equip Kiwi families with resources to keep kids safe in a rapidly evolving digital landscape.

“Childhood today is radically different, and online activities blend into real life shockingly fast. Parents now play a frontline role in keeping their families safe as digital life starts earlier and earlier,” said Mark Gorrie, Norton Managing Director APAC and father of two.

“Our study reveals that on average, Kiwi adults today were 24 years old when they got their first mobile phone. But the generational gap is striking. Gen Z got theirs at just 14, Millennials at 16, Gen X at 26, and Boomers at 41. Children of parents in this study are getting their first mobile even earlier, with an average age of 12. With devices landing in kids’ hands younger than ever, parents need both more support and a greater commitment to navigating the realities of raising digitally connected kids.”

From Offline to Cyber Bullying

While school yard bullying is nothing new, in 2025, it doesn’t stop when the school bell rings. According to the report, nearly half (41%) of parents of cyberbullying victims say the perpetrator was a classmate or peer. Parents say this trolling and harassment spans numerous platforms. Visual-first social media platforms lead the charge – Snapchat and Instagram (both 33%), followed by Facebook (30%), and TikTok (28%). But not all cyberbullying is pervasive beyond social media. One in four parents (26%) say their child has been bullied via text messages.

Strikingly, almost half (46%) of Kiwi parents say they knew their child was being cyberbullied before their child confided in them. This suggests many parents are picking up on warning signs, but awareness alone isn’t enough. Over a quarter of parents (28%) admit they still haven’t spoken with their children about staying safe online, leaving them underprepared when risks escalate.

Managing screen time remains a constant struggle. Although nearly three-quarters of Kiwi parents try to enforce limits (72%), tech-savvy kids often find ways around them: 21% say their child has bypassed parental controls and admitted it to them. Another 31% discovered their child had secretly got around the restrictions without saying a word.

Parents also report catching their children engaging in risky online behaviours – from staying up late on devices (31%) to accessing blocked sites (10%), sharing private information with strangers (10%), watching explicit content (9%), or even cyberbullying others (4%).

Making AI Friends

Another crucial concern addressed in the report is the growing role of AI in children’s digital lives. For some children, AI isn’t just a tool anymore; it’s becoming a companion. Almost a quarter of Kiwi parents (23%) say their children use AI for companionship and emotional support.

Concerns about AI’s unintended effects remain high, with 34% saying AI isn’t beneficial for children’s learning and creativity. However, just like the gap in online safety talks, conversations about AI risks aren’t happening enough at home. Only 41% of Kiwi parents say they’ve talked to their kids about AI dangers like deepfakes and misinformation.

“As AI-powered tools and AI companions become more common, parents face a bigger task than they may realise. Our study shows that around one in three Kiwi parents (30%) already take the right approach by regularly checking their child’s devices – reviewing app usage, settings, and installed apps. It’s a habit more Kiwi families should adopt to help guide children safely in the digital world.” says Gorrie.

5 Tips to Help Keep Kids Safer in a Connected World

The Connected Kids 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:

1. Start the Conversation Early
   Don’t wait until there’s a problem – talk to your children about online behaviour, safety, and kindness from the moment they start using devices.
2. 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.
3. Teach Kids to Recognise Red Flags
   Help children understand the signs of cyberbullying, scams, AI manipulation, or predatory behaviour, and empower them to speak up if something feels off.
4. Model Healthy Tech Use
   Kids mirror adult behaviour. Set a positive example by putting devices down during family time, managing your own screen use, and showing how to engage responsibly online.
5. 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: Connected Kids

The study was conducted online within New Zealand by Dynata on behalf of Gen from 24 April to 9 May 2025 among 1,001 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 organisations 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.

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