- Parents will spend an average of £243.60 per child on tech products before September
- 44% of parents have not been provided with any guidance for buying laptops, leaving them adrift in a world of possibilities
- 19% will rely on in-store or specialist help to select the right tech for their kids
Technology products now account for more than half of parents’ back-to-school spending, with parents set to spend £243.60 per child before the start of the next school year – the equivalent of £1.25bn across the UK.
According to new research from retail marketing consultancy Gekko, parents are prepping to spend a total of £452.40 per child, with 53 per cent of the total back-to-school cost being allocated to tech products like laptops, mobile phones and air tags.
With three quarters (76%) of schools now expecting pupils to have access to their own laptop or tablet, parents are faced with finding extra cash at a time when the cost of living is squeezing incomes. Nearly a quarter (23%) of parents of school-age children expect to buy a laptop or tablet before September, at an average cost of £511.40.
A lack of technological know-how is making buying laptops and tablets for their children even more stressful for parents. Only 13 percent of schools have suggested specific products, leaving parents to get to grips with the technical specifications they have set (18%) or completely at sea without any suggestions or specifications at all (44%).
One in five (18%) say they find it hard to understand variances between different laptops and tablets, while 17 per cent do not know enough about the technical specifications to make good purchasing decisions. To support these decisions, a quarter (27%) would value clearer information on specifications and features of technology, but ultimately one in five (19%) rely on in-store or specialist help to select the right technology for their kids.
Around one in five (17%) parents will also buy new mobile phone for their child, spending an average of £459.20, which suggests that many will be opting for smart phones rather than something more basic. Seven in 10 (70%) parents agree that balancing what their children need with what they want is challenging, with one in five (21%) concerned about the impact on their child if they choose entry-level options.
Daniel Todaro, CEO at Gekko, said: “Technology is a relatively new addition to the back-to-school bill, adding an extra challenge for parents both in terms of the cost and the technical specifications. Tech brands and retailers can ease some of the pressure parents are facing by anticipating their needs and ensuring that in-store teams are equipped with great product knowledge so that they can support the parents who will inevitably rely on them for advice.”
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* According to ONS population estimates, there are 5,123,790 children aged between 4-18 in the UK. With an average back-to-school tech spend of £243.60 per child, parents will spend 5,123,790 x £243.60 = £1.25 billion.
About the research
Gekko commissioned Opinium Research to conduct a survey of 1,000 parents with school age children. The survey was conducted between 18 June and 24 June 2024, and the results were weighted to be nationally representative.
About Gekko
Gekko is a customer experience marketing agency, specialising in crafting innovative, category changing campaigns and initiatives that enhance the shopper journey.
Through Gekko’s research and understanding of big-ticket purchases and changing shopper expectations, the company helps to complete the customer journey from ATL to purchase.
By enhancing the customer experience, Gekko helps companies generate a competitive advantage in their field, identifying ways in which they can attract and retain customers to boost their bottom lines.