Taking a recent survey into account, about 74% of parents find that mobile phones have proven to be an enormously beneficial tool in managing the challenging instances of parenthood. These include quick advice-seeking, and researching information on child health issues or diseases. Over two-thirds of parents (67%) primarily use mobile phones to take photographs, capturing as many as 23 pictures of their little ones every week. The most common mobile phone applications among parents also consist of sending WhatsApp messages, averaging 11 messages a week, and frequently checking the weather forecast. Furthermore, approximately 36% use the mobile phone to stream or download content to ensure their child's entertainment.

According to the survey of 1,000 parents with children aged six and under, about 61% believe their device is the most useful tool when it comes to raising their children. Almost half, at 43%, expressed that they have no idea how children were raised prior to the advent of smartphones. It was also revealed that 39% of parents are twice as likely to exceed their data allowance in comparison with those without children (19%), based on another separate survey containing 2,000 adults.

The survey was conducted by network provider Three UK in collaboration with the digital inclusion organization, the Good Things Foundation. Their objective is to double their data donation to two million gigabytes through the National Databank initiative. Aislinn O’Connor from Three UK said that they acknowledge the crucial role of mobile phones in people's lives, especially for parents. She added that smartphones become an integral part of the family, serving various roles in daily life.

Aside from connecting with loved ones, the common phone use for parents include online shopping for baby items and seeking help or advice via a search engine many as 77 times each week. Consequently, 34% parents have had to expand their data plan to accommodate their high volume of activities. The average parent surpasses their given data limit by five gigabytes every month. To emphasize the significance of connectivity for new parents, Three UK collaborated with father and musician, Professor Green.

He emphasized that mobile phones serve as an extra set of hands and a vast source of information for new parents. Not only does it serve as a hotline in emergencies, but it also functions as a significant research tool for child health and a source of entertainment. The things that were taken for granted before, suddenly become a blessing as a parent. This serves the importance of helping those who need to be connected, particularly new parents. The campaign aims to distribute free pre-paid SIM cards over the next two years to those unable to afford or access them.