Of course, we know this doesn’t mean people love their gadgets more than their families, but when it comes to facing up to more significant responsibilities, many people shy away from entertaining thoughts about dying or serious illness.
They might not even think about life assurance, while insurance for a shiny new phone might immediately seem like a good idea.
As people embrace the start of 2012 and with the long-term financial outlook for the country still looking bleak, it is becoming even more difficult for families to get their finances in order.
But even a challenging year ahead need not mean that buying protection insurance is impossible.
Let clients know why they need life cover, income protection or critical illness cover now more than ever.
If cost is a barrier let’s do more to convince consumers that it needn’t be. Last year there was a great deal of debate about designing simpler products and suggesting that people take out lower sums assured.
Now is the time for providers and advisers to make people aware that protection is affordable and can be tailored to a family’s individual budget and needs.
As people rush to insure their new iPads and mobile phones think about how we can best remind them of their family’s value too.