John Lewis has become the first department store in the UK to offer advice about staying safe on the internet, after customers with children cited it as a top concern.

In partnership with online safety organisation Internet Matters, John Lewis will train specialist staff in each store to become experts in family technology.

They will be able to advise on topics including setting up devices safely, developing healthy gaming habits and using tech to support digital wellbeing.

The move comes after a recent survey by John Lewis found that 67 per cent of parents were concerned about internet safety when their child uses their electronic device. Over half want to learn more about the safety controls on electronic devices.

The research also found that 12 per cent of parents are giving mobile phones to children from the age of eight while 29 per cent of parents said they would buy a phone for their children when they started secondary school.

Commenting on the news Charlotte Lock, customer director at John Lewis said: “Our technology departments have always strived to offer great customer care, service and expertise. It's clear that a child's first step into the digital world is a big milestone - so we are helping our customers to navigate this moment safely and confidently.”

Earlier this week, John Lewis chair Sharon White said that company will remain employee owned despite recording £234 million in losses in January.

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