"clueless parents" and cyber chores?

saw this study from Starz for Kids to be presented at this conference saying that more than 1/3 of of kids help their parently regularly do stuff like comparision shopping, sharing pictures, getting directions and completing purchases and of course 47% of tween and teens said their parents were "clueless" online.

so i wonder then, we spend all this time creating a shopping experience for parents so that they can buy pampolina and jottum kid clothes - should be give up on the parents? should we make the browsing experience for parents and design the checkout process for their web savy chipie wearing kids?