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New research2 out today reveals that almost a fifth (17 per cent) of parents polled with children aged between five and eleven are regularly using social networking sites such as Facebook to keep in touch with their young offspring.

According to the study by esure home insurance, the growth of social media has led to a surge in 'digital parents', with almost half (49 per cent) of parents surveyed in the UK using Facebook to interact with their children; and a further eight per cent relying on Bebo to keep in touch. It appears a growing number are even signing up to micro-blogging site Twitter to keep tabs on their kids - with nearly one in ten parents (nine per cent) admitting that they speak to their children via 'tweets'3.

The research shows that the average parent spends 38 minutes per day using social networking sites - the equivalent of 9.5 days per year. But parents are not just communicating with their children online - they are also using social networking sites to check up on their children. In fact, 39 per cent of those questioned admit that they have used a site such as Facebook to see what their children's friends are like, while a sneaky 29 per cent confess that they have looked at a social networking site to find out more about their child's boyfriend or girlfriend.

Proving the extent to which new technology is impacting the modern family life, more than one in seven (14 per cent) parents polled said that they spend less time speaking to their children in person now than they did a year ago, with eight per cent spending just five minutes or less per day talking face-to-face. Worryingly, almost a quarter (23 per cent) of parents polled believe that as technology continues to develop, they will spend even less time conversing with their children in person.

With nine out of ten children in the UK owning a mobile phone4, over a third of parents surveyed (38 per cent) send two or more text messages to their children on a daily basis, while a further eight per cent admit to sending five or more per day. Furthermore, almost a third (32 per cent) send emails to their children everyday and three fifths (60 per cent) speak to their children via a mobile phone - with 12 per cent admitting to having three or more phone calls per day.

Mike Pickard, Head of Risk and Underwriting at esure home insurance, said: "Strains on the busy modern family - with long working hours, hectic social lives and after school clubs - are taking their toll on the amount of quality time spent at home together or even just in the same room. That's why we've seen a new wave of digital parenting as new technology has brought easy access to the online world to everyone's finger tips, helping mums and dads to keep in touch with their kids wherever they are.

However, parents should remember that if their children are carrying expensive mobiles or gadgets around with them all day, then it's crucial to have adequate cover for personal possessions away from the home - in case of theft, loss or damage to their child's valuables during the school day or when out and about."

Gender divide
Almost a fifth (17 per cent) of fathers questioned spend less time speaking to their children in person now compared to a year ago, due to all the new communication tools available, compared to just one in ten (10 per cent) mothers polled. However, when it comes to using social networking sites to spy on their children, women are the sneakier sex - 42 per cent admit that they have used sites like Facebook to see what their children's friends are like, in comparison to 35 per cent of fathers polled confessing to doing so.

Mums spend more time on social networking sites than dads do; spending on average 42 minutes per day online compared to the 34 minutes spent by men.

Regional differences
According to those parents questioned, the most tech-savvy parents in the UK live in Yorkshire - 59 per cent of parents there use Facebook to speak to their children while only 38 per cent of Scottish parents do so. However, when it comes to spending time on social networking sites, parents in the East Midlands spend the most time per day (an average of 50 minutes) compared to parents in the North East who spend just half an hour (30 minutes).

London parents send and receive the most text messages to and from their children - on average 2.2 per day with 17 per cent sending five or more per day, whereas parents polled in East England send an average of 1.4 texts per day.

Furthermore, almost two thirds (61 per cent) of spying parents in London admit to using social networking sites to see what their children's friends are like, compared to just 43 per cent of parents in the West Midlands.

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esure's press contacts:

For further information please contact the esure press office at Mischief PR on 020 7100 9999 or email esure@mischiefpr.com
An ISDN line is available for radio interviews

Notes to Editors:

  1. 49 per cent
  2. esure used the independent online research company FlyResearch who surveyed 1,005 parents aged 18 or over from across the country with children aged between five and 25, between 21st and 25th January 2010. Fly Research is an online market research company. Its researchers are members of the MRS and Esomar, and abide by their guidelines. Further information at www.flyresearch.com.
  3. A 'tweet' is the name given to a post or status update posted onto the website Twitter.
  4. childalert.co.uk: Children and the mobile phone! - an addiction, a necessity or just fun?

About esure:

esure was launched in 2001. The company offers car, home, pet and travel insurance over the internet and by phone. esure also offers car insurance cover through the brands Halifax, Sainsbury's, Sheilas' Wheels and more recently home and travel insurance through the Sheilas' Wheels brand.