Research by the comparison site revealed Brits are still feeling the effect of the recession as this is down from the average of £108 that was spent last year. Furthermore, 47 percent of parents admitted they'll struggle to afford the tech gift requested by their child this year and 10 percent are even planning on making their child wait until the January sales for their requested gadget.
uSwitch.com said more than a quarter (26 percent) of five to seven-year-olds and 51 percent of eight to ten-year-olds have named a technology product as their most-wanted Christmas gift for 2011. However, 83 percent of parents said the gift they'll be purchasing for their child this year will not be high-tech.
Four in ten parents say their children under 16 are able to identify brands such as Apple, Sony, and Samsung, with 15 percent of under 10s also being able to identify these brands. While a quarter of under 16s said they'd be disappointed on Christmas Day if they unwrap their gift to find its not their preferred brand, 18 percent of parents have admitted they'll ignore their child's brand loyalty in favour of the most-affordable option.
Three in ten (30 percent) parents said they're planning on buying their child a new mobile phone for Christmas. Apple's iPhone was the most preferred smartphone, with 15 percent of kids, requesting it.
Furthermore, 28 percent of parents said they'll opt for an iPod for their kid's Christmas gift, 27 percent will got for a digital camera and 26 percent will giving their child a tablet PC.
"Never mind the traditional satsuma in the stocking, children today are going to be disappointed unless there's an Apple under the tree. Gone are the days of Barbie and Action Man. Now kids not only want the most expensive gadgets, they also want the coolest brands," said Ernest Doku, technology expert at uSwitch.com.
"However, as they continue to feel the squeeze on their finances, mums and dads are having to draw a line under their Christmas expenditure, especially when it comes to pricey gadgets. Children as young as five are nagging them for iPhones or other gadgets which are a huge financial commitment for many parents, particularly for those with more than one child. It's no wonder some feel like they have to turn to credit cards, dip into their savings or even make their children hold out until the January sales in order to ensure a happy home at Christmas."