A campaign has been launched to help people take advantage of the approaching bank holiday season by spending quality family time in the car while on a long journey.
This comes after a recent poll commissioned by Saab GB revealed that travelling by car is the most popular mode of transport for families.
However, the results showed that parents are not using such opportunities to get to know their children more.
The survey found that 40% of parents are planning a long car journey this Easter, but almost three-quarters are not too keen about such trips.
Parents also become irritated with children moaning about the length of the journey and saying they are bored.
Two-thirds of children are left to entertain themselves by playing computer games or watching movies during a car journey.
Nearly 40% of parents said they wouldn't think of going on a long car trip with their children without the aid of technology to keep them busy and 62% agreed that technology makes it much easier for them when travelling with children.
Charles Toosey, managing director at Saab GB, said: "Technology has undoubtedly made keeping our children entertained in the car a lot easier, however it seems a genuine shame that we are not making more of this time together."
"Families lead such hectic lives these days that travelling in the car is one occasion when we can really spend quality time with each other. We want to set the challenge to parents this Easter to ditch digital and rediscover the more traditional forms of entertainment when travelling as a family," he added.
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