Kiwi children face cyberbullying as more turn to AI support

New research has highlighted the prevalence of cyberbullying and the increasing reliance of children in New Zealand on artificial intelligence for emotional support.

The 2025 Norton Cyber Safety Insights Report: Connected Kids provides a detailed view of the challenges facing parents of school-aged children as they manage risks associated with digital engagement.

The report is based on an online study of 1,001 adults across New Zealand and has found that 13% of parents say their children have been victims of cyberbullying, while 23% disclose that their children are turning to AI companions for support.

Generational shift

The study identified a notable shift in the age at which children are receiving their first mobile phones. Adults reported, on average, being 24 when they first owned a mobile. However, this figure drops to an average age of 12 for the current generation of children.

The data reveals that Generation Z acquired their first phone at 14, Millennials at 16, Generation X at 26 and Baby Boomers at 41. The decreasing age at which children become digitally connected reflects the growing role of technology in everyday life and highlights challenges for parents, many of whom had a different experience growing up.

"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.

Gorrie continued, "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."

Cyberbullying patterns

The study outlines how cyberbullying is perpetrated and experienced.

Of the parents surveyed who reported cases of cyberbullying, 41% indicated the perpetrator was a classmate or peer. Visual-led social media platforms are frequently cited in these incidents, with Snapchat and Instagram at the forefront (both at 33%), followed by Facebook (30%) and TikTok (28%). Bullying is not confined to social media alone, with 26% of parents indicating that their children were bullied via text messages.

Almost half of parents (46%) stated they were aware that their child was experiencing cyberbullying before the child disclosed it, though 28% admitted they have not discussed online safety with their children. This gap between awareness and action leaves children potentially vulnerable when risks escalate.

Screen time and digital boundaries

Parents continue to face difficulties enforcing screen time limits. Although 72% attempt to set boundaries, children can often circumvent parental controls. The study found 21% of parents said their child admitted to bypassing restrictions, whilst another 31% found out later their child had done so secretly.

Online risks encountered by children extend beyond excessive usage. Parents reported incidents including staying up late on devices (31%), accessing restricted sites (10%), sharing personal information with strangers (10%), viewing explicit material (9%), and cyberbullying others (4%).

AI as a companion

The emergence of AI as a digital companion is identified as a new trend, with 23% of parents reporting their children use AI for emotional support. Some parents express concern about the impact of AI, with 34% stating it is not beneficial for their child's learning or creativity. Despite these concerns, only 41% of parents have discussed AI-related risks, such as deepfakes and misinformation, with their children.

"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.

Parental guidance and recommendations

The report points to the importance of proactive engagement by parents in their children's digital lives. It recommends that parents begin conversations about online safety early, use parental control tools thoughtfully, teach children to recognise warning signs, model responsible technology use, and remain involved by regularly discussing online activity and trends.

The findings underscore a need for ongoing education, support, and awareness for parents to help children navigate the complexities of the digital world safely as access to technology and AI becomes increasingly prevalent at younger ages.