QUALITY TIME TO GO

- Time strapped mums rely on car journeys to catch up with kids -

Wednesday, 25^th February 2009: New research⁽¹⁾ out today reveals that time-poor mums are increasingly turning to car journeys and modern technology to catch up with their kids, due to a lack of quality time spent in the home.

The research, conducted by Sheilas’ Wheels car insurance, reveals that almost half (45 per cent) of mums believe busy lifestyles are threatening the amount of time they can spend with their families.

More than one in ten mums (11 per cent) offer their children lifts specifically so they can spend time talking to them, over half (53 per cent) use email and nearly a quarter (23 per cent) resort to texting their kids to stay in contact.

For many mums the family car is replacing the home as the best place to spend time together.  The research reveals that 56 per cent of mums actually find it easier to chat to their children in the car thanks to fewer distractions, a more relaxed atmosphere and the confined space - presumably meaning there is no escape.

Figures show that a proportion of mums (14 per cent) also believe the car offers a neutral ground to talk, with five per cent taking advantage of the limited eye contact to discuss sensitive subjects such as relationships and sex education.

The research also indicates that families are spending less and less quality time together over the breakfast or dinner table, with one in ten (10 per cent) either never eating together as a family or only doing so for special occasions such as birthdays or Christmas.  Many children also regularly focus their attention away from family conversation while eating dinner at home, preferring to eat while using computers (28 per cent) or watching TV (30 per cent).

Jacky Brown at Sheilas’ Wheels, comments:  “Mums today seem to be constantly on the go.  As long hours at work and busy social lives are the becoming norm, grappling for extra time to spend with the kids is increasingly common.  Although family meal times are ideal, they’re not always feasible - which is why it seems the car is rapidly becoming the new kitchen table when it comes to catching up with the kids. 

“The confinement of a car has its advantages.  Journeys offer regular one-to-one contact with the kids and they’re belted up so there is no escape if the topic of bad grades or relationships comes up.  The important thing for mums behind the wheel to remember is not to be distracted and remain focused on the road at all times, no matter how intense the conversation gets.”

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For further information please contact the Sheilas’ Wheels press office at Mischief PR on 020 7100 9999 or email sheilaswheels@mischiefpr.com

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Notes to Editors:

⁽¹⁾ Sheilas’ Wheels used the independent online research company Fly Research who surveyed 1,076 driving mothers of children aged 5 to 18 years old in the UK, from across the country aged 18 and over, on 13^th February 2009

About Sheilas’ Wheels:

Sheilas’ Wheels was launched in October 2005 to offer women drivers cheaper car insurance and product enhancements including £300 handbag cover - for bags stolen from the car (comprehensive cover only), competitive breakdown recovery rates, a dedicated counselling line run by trained professionals to help customers cope with driving issues such as road rage (comprehensive cover only) and a network of female-friendly repairers. In February 2008, the brand moved beyond car insurance to also offer home insurance.

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