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Parents spending more green on fast food

The average mother of a child under 15 spends more on fast food every year than on books, music, movies and video games combined, a new report says.

According to the New York Times, a report by the NPD Group, a market research firm, surveyed 1,437 mothers through an online panel, asking them about discretionary spending for the youngest child, as well as spending on apparel and footwear.

The researchers found that the sex of a child accounted for very few differences in a mother’s spending, with two exceptions: video games, where boys’ mothers devoted more than double the share of their spending that girls’ mothers did; and clothing, where girls’ mothers allocated 26 percent of their spending, while boys’ mothers allocated 20 percent.

“Gender isn’t that big of a deal except for those two categories,” said Anita Frazier, an industry analyst with NPD.

The results of the survey also revealed that mothers in poorer households spend a high percentage of their income on their children.

Fifty-one percent of mothers with household incomes below $35,000 spend more than 5.5 percent of their household income on their youngest child, putting them in the top quintile of such spending. By contrast, only 9 percent of mothers with incomes over $75,000 do so, the Times reported.

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