Study: WiFi-connected toys part of daily playtime for kids
July 2, 2026



A study from EE, conducted among parents of 5-10-year-olds, found that almost half (49 per cent) of children now play with digital toys multiple times a week, with one in four (25 per cent) doing so every day. For most young children (68 per cent), at least half of the toys in their toy box are now connected to the internet in some way.

Among the most popular connected toys are tablets (76 per cent) and gaming consoles (59 per cent), which four in five get access to before their eighth birthday.


Kelly Engstrom, Brand and Marketing Communications Director at EE, commented: “As a parent, I have seen first-hand how technology influences playtime throughout different stages of childhood. The tug between beloved traditional and connected toys is very much the story of modern parenthood, playing out not just on the big screens but in homes across the nation.”
Parenting playtime
The digital transformation of playtime comes with its parenting challenges. Almost half (48 per cent) of parents say they have felt pressured by other families into gifting their child a connected toy. A similar percentage (46 per cent) say there is not enough guidance on how to balance children’s playtime between connected devices and traditional toys.
Despite this, traditional toys remain a staple in many households, and three quarters (76 per cent) of parents have actively encouraged their children to discover the toys they used to enjoy growing up. Three fifths (57 per cent) have gone as far as hiding a WiFi-connected toy from their child, or restricted access to it, to encourage more traditional play.
Kelly continued: “As the UK’s best network for families, we’ve made it our mission to help parents set boundaries around device use that work for them, whether they’re board game enthusiasts or pro-gamers themselves. From dedicated smartphone plans built around young people’s growing digital independence, to in-store online safety appointments and resources to help navigate the online world safely, I would encourage anyone to head into their local EE store for personalised guidance.”
With technology playing a growing role in everyday lives, parents across the country are left to navigate important decisions about device ownership, and what the right age is for their children to get access to connected devices. Most parents feel the ideal age for a child to get their first tablet is five, and it’s the same for games consoles and smart speakers.
When it comes to smartphones, things are more complicated. One in five (22 per cent) feel hesitant to hand their child a device, with a similar number feeling concerned (20 per cent) or anxious (19 per cent) about this rite of passage, signalling the need for more support around managing young people’s online safety and digital wellbeing.