20 August, 2007
PARENTS CAUGHT BETWEEN A ROCK AND A HARD DISK OVER THE ROLE OF COMPUTERS IN THE HOME FOR KIDS
• NEW PC WORLD CHILDREN’S CHARTER COMMITS RETAILER TO CONFIGURING ALL PCs TO ENSURE CHILD SAFETY AT THE POINT OF PURCHASE
• Omnibus research for PC World reveals that seven in ten (70%) parents believe their children would be educationally disadvantaged without access to PCs at home, yet four in five (82%) parents are concerned about their children’s safety online
PC World, the UK’s leading chain of computing superstores, will announce today that it will offer a mandatory child security set-up for all PCs and laptops that it sells as part of the retailer’s commitment to improving the online safety of the first truly digital generation. All parents buying computers will be offered the service free at the point of purchase. The service will restrict the amount of time that children can access the PC and will restrict their access to potentially harmful content online. Limits will be imposed in consultation with parents. In the last year, PC World customers bought over 1.4 million PCs and laptops, served by over 6,400 PC World staff in the UK.
A major study commissioned by PC World to coincide with the launch of the Children’s Charter investigates the relationship between children and IT in the home. It reveals high levels of anxiety amongst parents in relation to their children’s education, safety and exposure to potentially unsuitable content online.
Seven in ten (70%) of parents said that their children would be educationally disadvantaged without access to computers at home. Many parents cite online homework and access to up to date information about current affairs as two material factors that support the importance of home IT equipment.
Four in five parents (82%) however, said that they are concerned about their children’s safety on the internet.
Parents are more than twice as concerned about the time their kids spend online as they are about time their kids spend out with friends. One in ten parents said that they don’t know what websites their children visit. Many complain about the growing phenomenon of “websenteeism”, as their children spend increasing amounts of time online networking with their friends.
Three quarters (75%) of parents said they’d be interested in tracking what their kids do online.
Parents also expressed concern about their children’s relatively high levels of technical ability. Two in five parents with children aged 10-15 say that their children are more technically literate than they are.
Keith Jones, managing director of PC World, will say at a news conference this morning in London: “What parents are telling us is that PCs and laptops are essential educational tools for their kids but that they carry risks. We’re launching today a radically new approach to our policy on the sale of IT equipment for children. If parents are buying a laptop or PC for their child, thousands of PC World store colleagues and in-store TechGuys will configure it to manage the child’s access to the internet and guard against access to potentially unsuitable content.”
He will add: “I’m a dad myself and am convinced that the internet is a brilliant resource that democratises information and opinion, but it does also carry inappropriate and dangerous material. Kids need technology, but they also need protection and that’s why we’ve launched our new PC World Children’s Charter today.”
Lorraine Kelly, broadcaster and parent said, “Kids these days have never had it so good and yet in a way they’ve never had it so difficult as well. For adults technology can be bewildering, but we are at least able to exercise our experience and judgement in figuring out what to do with it. For the young that isn’t as easy. PCs, Laptops and the Internet offer a window into a new world that is as fraught with risk as it is filled with potential opportunity. Speaking as a mum I know that technology is a real draw for kids and I welcome this responsible initiative from PC World which will go a long way to safeguard our children.”
Stephen Carrick-Davies, CEO of Childnet welcomed the announcement: “Childnet is delighted to work with PC World in ensuring that parents have good quality advice about keeping their children safe online. We are especially pleased that the ‘Know IT All’ content which Childnet has produced for schools is being distributed for free through the PC World stores and pre-loaded onto computers and believe that this will make a real difference in helping parents understand eSafety issues and therefore better able to care for their children as they use the internet.”
Amongst the other findings in PC World’s omnibus research were the following:
• Four in five (77%) said that they prefer their kids to spend time using a laptop than watching TV.
• Nine in ten (89%) said that PCs deliver a greater educational benefit than TVs.
• Nearly all (93%) of kids aged 7-15 have used the internet say parents.
• Kids rate laptops (31%) over games consoles (25%), mobile phones (18%) and TVs (9%) as the most desirable technology to, according to parents.
• Parents’ biggest concerns about kids online are misuse of the internet (20%), inappropriate material (15%) and chat rooms (14%).
― Ends ―
More information, interviews and photography:
Rob Forbes, PC World, 01727 204248
rob.forbes@dsgiplc.com
Hamish Thompson, Twelve Thirty Eight Ltd, 07702 684290
hamish.thompson@1238kmh.com
About PC World
PC World is Britain’s largest specialist chain of computing superstores. The superstores offer more than 5,000 product lines including extensive ranges of PCs, laptops, printers, software, peripherals and accessories from the major brands, as well as many PC World exclusive products. In-store PC Clinics offer on the spot advice and service. Component Centres offer a ‘one-stop shop’ for customers with advanced technical knowledge, providing a vast choice of PC components and upgrade products at competitive prices. In 2007, PC World won Retail Week’s Product Innovation of the Year award, for its Data Recovery service. Every PC World store has an in-store business centre staffed by experienced business specialists. They offer local companies face-to-face help and advice with choosing the best IT solutions. There are 157 stores in the UK and 10 in the Republic of Ireland.
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