Mum's Challenge for Quality Time With Kids!

86% of Mums Feel Technology has an Impact on Quality Time With Their Kids

LONDON, March 4, 2011 - A new report by the world's leading battery manufacturer[1],
Energizer, in conjunction with leading child expert, Dr Pat Spungin, confirms
that mums are dissatisfied with the amount of quality time they have with
their 'Digital Native' kids, identifying technology as a barrier.

In one of its key findings, the report shows mums just don't
have enough quality time with their children, 60% want more and say that it's
work or housework (44%) that impacts on their ability to share positive
moments.

Energizer recognises that it is kids who power a mum's world
and commissioned the Positive Moments Report to honour the importance of
quality time and positive moments. It clarifies mums' views and opinions, and
highlights areas they feel could improve, providing support, comment and tips
from Dr Pat Spungin; child psychologist, founder of parenting website
raisingkids.co.uk and author of four books on family life.

When it comes to defining quality time, mums said laughing
(90%) and talking together (88%) were the top factors in making those shared
moments special.

Pat Spungin comments, "Quality time is not about planning
something extraordinary, it's about everyday activities which are transformed
by the intensity with which they are experienced. I don't believe you can set
aside half an hour and make it quality time and the findings confirm this.
Mums list 'laughing' at the top of their list of quality experiences;
laughing is not just a quick response to a joke but a sustained bout of
mutual pleasure at something funny."

When mums were asked if they agreed with the statement, 'Do
you feel technology has had an impact on the quality time you spend with your
children?', 86% agreed, with 30.6% strongly agreeing. One in four mums felt
that their kids prefer to spend time playing computer games and consoles. In
fact, 51% of mums feel that these devices can take their kids away from
shared family time.

Things are more positive with younger mums, where 54% of those
questioned aged 16-24, view playing computer games with their kids as
spending quality time together, compared to 28% of mums over 55 who said the
same thing.

Pat Spungin comments, "Mums need to harness the positive
energy of technology and stop seeing it as a barrier to time with their
children and instead see it as an opportunity. Why can't we embrace
'techtime' within our everyday routines like 'storytime' and 'bathtime'?"

She continues, "The void between mums, children and technology
is due to the speed in innovation which has meant that mums haven't been able
to keep up with their kids and feel on the edge of a new world that they
don't feel they belong to."

"Mums simply need to start interacting more with the
technology and devices kids are already using (such as gaming consoles,
tablets and the internet) in a natural and managed way. This does not have to
be an extreme shift."

So to help mums in their challenge to embrace technology, in order to
create positive moments and enjoy more quality time, Pat Spungin gives tips
and advice in the Positive Moments Report www.positivemoments.co.uk

[1] Nielsen Global Track, December 2010

For more information please contact Brooke Howard or Becky East at the
Energizer Press Office on +44(0)1494-680-727 or email
firstname.secondname@cirkle.com

For more information please contact Brooke Howard or Becky East at the
Energizer Press Office on +44(0)1494-680-727 or email
firstname.secondname at cirkle.com