PC World has criticised parents for what it calls "a staggering lack of concern" about children being exposed to unsuitable content and dangerous strangers online.

The high street retailer, part of the Dixons group, conducted research with Parents Online which found that 53 per cent of parents are unconcerned about their children being contacted by strangers online.

A further 40 per cent indicated that they were unconcerned about their children viewing unsuitable material online.

And 38 per cent admitted that they have taken no precautions at all to activate any kind of online child protection.

However, PC World's internet safety advisor Justine Moon told vnunet.com that the figures were an improvement on a survey carried out in September last year.

"There is increasing awareness, but there is a long way to go," she said.

PC World does not intend to follow rival Comet, which pre-installs child protection software as standard on its PCs.

Comet is putting CyberPatrol software on all its own brand PCs that parents can use for a trial period.

"How do we choose which is the right software for customers? They may prefer different software or none at all," said Moon.

"Filtering software and web browsers on every PC [include] easy to activate tools to ensure safer surfing."

She added that that PC World pre-installs demos of a Safe Surfing presentation on its Advent and Packard Bell PCs. This offers advice and guidance on how to stay safe online.