Pester power secures kids £20bn of gadgets
Oct 23, 2006
Parents have been pestered into spending more than £20 billion on gadgets for their children's bedrooms, much of which the children never use.
A study from Direct Line Home Insurance found that today's lucky children have bedrooms worth an average of £1,498, which is four times what their parents' bedrooms were worth at the same age. Among the items that parents have bought as a result of 'pester power' are games consoles, with 36 per cent of kids owning one in their room, DVD players (44 per cent of kids) and lap top computers (28 per cent).
The company's spokesman Andrew Lowe said that parents knew all too well that children demanded the latest in electronic gadgets in order to keep up with their friends. However, electronic equipment was also essential for children's educational development, he added. Parents were even prepared to sacrifice their own lifestyles in order to appease their children, with 20 per cent of those surveyed admitting to cutting back on luxuries to ensure their kids' demands were met.
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