Press Release: Kids today spend half the time Mum and Dad did playing outdoors

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JCB Kids Fresh Air Campaign


Survey unveils parental concern over stay indoors generation as JCB KIDS launches its FRESH AIR CAMPAIGN


London, Friday 12th April 2013: Modern children spend just half of the time playing outdoors than their parents did when they were young, according to a study commissioned by JCB Kids to mark the launch of its ‘Fresh Air Campaign’.

Researchers found that today’s kids are more inclined to stay indoors and watch TV, play computer games and in some cases, even do their homework, than go outside to play.

The figures show that during the 1970s and 1980s when the current generation of parents were children, they enjoyed more than two hours of outside play each weekday, and a further nine hours at weekends – whatever the weather.

But today’s youngsters venture outside for just over an hour each weekday and less than five hours on Saturdays and Sundays.



Sam Johnson, spokesperson for JCB Kids, comments on the survey findings: “It is alarming the extent to which today’s children are missing out on the outdoor play time which we enjoyed as children, which is why we have launched our Fresh Air Campaign.

Playing outdoors is so important for children – not only to help them stay active and healthy, but also to socialise with friends – and create those treasured childhood memories which we look back on so fondly.

There are many distractions which divert kids’ attention from going outside, but as parents we need to encourage adventurous spirit and create imaginative, and of course safe, opportunities for them to get out there! Today’s children are spending a lot of time in front of the TV, playing on consoles and staring at computer screens.

Cath Prisk, Director of Play England, a UK wide charitable organisation who promotes outdoor play for children and is supporting the JCB Kids Fresh Air Campaign commented: “It’s a sad reality that many kids don’t get outside to play every day anymore, and because they don’t go out,
they don’t know their own communities as well as their parents did, they don’t have as many friends in the area and they don’t have the same opportunities for fun that many of their parents did.”

The study of 2,000 parents revealed that the average parent spent ten hours and 26 minutes playing outside during the working week whilst they were children – double the five hours and 32 minutes children head outdoors today.

Weekends identified similar results with youngsters spending just four hours and 32 minutes outside over the two days compared to the nine hours their parents played outdoors in the same period.



It also emerged that 44% of parents wish their children played outdoors more often, with 58% saying their children don’t play outside as much as other youngsters they know.

54% of people seriously worry their child doesn’t spend enough time playing outdoors.

Instead, 43% of children would rather watch television than go outside to play with friends, while another 42% prefer to play computer games.

Parents also said their children would rather surf the internet and listen to music with almost one in ten even claiming their offspring favoured doing their homework to going outside.


Fair-weather play

A third of parents polled also said their children will only play outside when it is sunny, with just 17% going outdoors whatever the weather.

In comparison, almost one in three parents said they enjoyed the fresh air come wind, rain or shine.

An astounding 43% of parents even admitted they rely on school to ensure their children are getting plenty of time outdoors through PE and playtimes and spend very little outdoor time with their children themselves!


Top ten things children would rather do than play outside

Watch TV
Play computer games
Play games
Play with toys
Read books
Go on the internet
Listen to music
Read magazines
Do their homework
Do chores


About the survey:
JCB Kids commissioned a survey through One Poll in March 2013, during which 2000 parents were polled as a representative sample from across the UK.