Fun City Children Play Index 2013
UAE, Oman, Bahrain and Qatar
ŠTNS 2012
Contents
1
6
What do children do?
What mothers think
2
7
The play Index
How to create a link with the Play Index Information between the Mothers and Fun City?
3 What kind of Activities children engage in?
4
The role of mother and others
5
8
Understanding the Fun City brand dynamics
9
Understanding Fun City interactions, strengths and opportunities.
10
Games
Summary
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Survey Details
UAE 400 interviews
Mothers of children aged between 2 and 12 years old
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Qatar 200 interviews
Oman 200 interviews
Face to Face interviews using CAPI
Bahrain 200 Interviews
September 2013
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1
What do children do?
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The time schedule of children 60% of children Wake up at or before
6:00am
Children spend on average at School
5.5 hours
52% of Children go to bed before or
9:30pm
On average children are awake for
13.5 hours on weekdays, and
10.5
hours on weekends
4 out of 5 Children 6- to 12 y.o. wake up before or at 6AM
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In UAE children spend more time in school
In UAE and Oman more than half of children go to Bed at 10 or later
Children in Bahrain tend to spend more time awake
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The Play Index
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The Children’s Play Index How much do children play in GCC? In order to understand this question we have developed a
“ CHILDREN’S PLAY INDEX”
What does this index mean? The index defines the share of Playing time among other daily activities, excluding the time children spend at school It depicts how much of their “free” time is dedicated to Play
The higher the index the more time children in the GCC spend on playing and other fun activities.
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The 2012 Index What has changed since Last year?
Technical Improvement
We enhanced the Index by measuring actual time spend on each activity, making the Index more accurate
Last year the Index was measured on a scale from 0 to 200, which was difficult to understand. This year, we changed the Index to reflect scores between 0 to 100 We also excluded from the calculation the school time
We expanded the scope geographically, and apart from UAE we also cover Qatar, Oman, and Bahrain
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The Children Play Index 2013 UAE 2012
21
UAE GCC QATAR 21
No Play Time
0
10
25
30
20
21
33
40
50
60
70
80
90
100
Only Play Time
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OMAN BAHRAIN
Children in Qatar enjoy more time playing compared to other countries, whereas children in UAE and Oman play less
The Index is based on free time, excluding time spend at school, and normal sleep time
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Does age and nationality matter?
27
25
2–5 years old
22
6–8 years old 9–12 years old
The older the child, the less time he plays
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29
Local Arabs Expat Arabs
28 21
Asians
Westerners
Asian children spend less time playing
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Does gender and day of week matter?
27
Boys
23
Girls
Boys tend to play more than girls
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Weekday
Weekend
As expected play time increases significantly in the weekend
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3
What kind of Activities children engage in?
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How children spend their free time?
25% Eating
12%
Watching TV
9%
napping
8.5%
4.3%
studying
Doing sports
7%
2.6%
Self Hygiene
Creative time
2.6% 7%
Home games
At the Mall
0.6% 9%
Gaming on Personal Device
7%
Outdoors (parks, etc)
Browse Internet
0.5%
Reading books
Calculations are based on free time, excluding time spend at school and normal sleep time
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And how do they spend their free time on active and passive activities?
Passive
Active
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14%
11%
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Differences by Country in share of activity time
Activities
Total
UAE
QATAR
OMAN
BAHRAIN
Eating
25.4
21.8
27.7
25.7
28.7
Watching TV
12.3
11.8
10.9
16.9
9.9
Napping
9.6
14.6
5
9.6
6
Gaming on Personal Device
8.5
6.9
12.4
7.3
8.9
Studying
8.4
10.3
6
7.9
8.3
Self Hygiene
7.4
6
4.5
8.5
10.8
At the Mall
7.1
9.2
8.6
2.5
6.5
Outdoors
7.2
7.2
8.4
4.1
9
Doing Sports
4.3
3.3
4.2
4.8
4.7
Creative time
2.6
1.7
1.8
5.3
2.1
Home gaming
2.6
2.5
4.1
1.9
2.2
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Which activities change with age? As children grow, they: Watch slightly less TV
12.9 12
Nap less
11.2
12.1 11.7
10.2 9.5 8.6
9.1 8.6
Reduce their creative time
2.1
1.9
And spend more time on the
0.6
Play more games on personal device Study more
internet
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7.3
4 3.5
1.2 0.1 2–5 years old
6–8 years old
9–12 years old
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Ownership: Conventional Toys vs. Electronic Devices
Ave. number of conventional toys owned
Ave. number of electronic devices owned
vs
7 Country
Toys Owned
4 Country
Devices Owned
UAE
7
UAE
4
Qatar
7
Qatar
7
Oman
6
Oman
3
Bahrain
6
Bahrain
3
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4
The role of mother and others
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Who usually plays with the child?
Mom
27
Siblings/cousins
22
Fathers are not as involved in their children's activities.
Child alone
21
The mother maintains the main role
Family
16
Both parents
15
Dad
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Time spent with friends is also low
7
Friends Others
The child plays alone for a significant amount of time
6 2
21
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Games Children go Digital
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Which are the most preferred type of games? 40%
of children prefer to play Digital games
Games on personal device dominate children’s preferences
Reading books
11 Other games
Role play games are also important to children Sports are not very preferred Board games are relatively popular still
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2 7
1 3 8
0 3
17
36
19
1 14 18
8 13 16 4
Sports games
24
30
11
32
Board games
Role play games Games on personal device
20 18
39
41
TOTAL
UAE
49 29
QATAR
OMAN
35
BAHRAIN
23
Most preferred type of games vary by age 50%
of children aged 9-12 prefer to play Digital games
Games on personal device most popular for older children, as well as sports Role play games more preferred by toddlers
Reading books
1 8
2 5
9
12
Other games 24 Sports games Board games
16 16 24
14
44
49
27
2–5 years old
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33
Role play games Games on personal device
4 8
6–8 years old 9–12 years old
24
Digital device very popular among children 9 out of 10 children have at least one electronic device to play Average number of devices:
4.3
Tablet is the most popular device % of children owning device 60
Tablet
% of children playing per week
Laptop (Parents)
52
Laptop (Parents)
Portable PSP
52
Portable PSP
40
PC
35
PlayStation
Laptop (Own)
34
Laptop (Own)
Nintendo DS Wii
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27 25 23
38 43 31
PC
PlayStation
Xbox
56
Tablet
Xbox
28 31 22
Nintendo DS
19
Wii
18
25
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What mothers think
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About the role of technology… Mothers are happy with Technology:
Technology is a great help as it allows me to entertain my kids (70%) Use technology when I need to distract my kids and have some free time (55%)
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About the role of technology… But control (or want to control) what is going on with their child
I limit amount of time my child can play video games and use technology (57%) I know exactly the kind of games my child plays (69%)
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About raising children Mothers want to spend more time with their kids
I wish I could have more time to spend with my child (64%) Children of this age should spend more time at home with the family (70%) I play a lot with my child (only 45%)
And want fathers to be involved too My husband is very involved in the activities of the child (only 40%)
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7 How to create a link with the Play Index Information between the Mothers and Fun City?
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The Play Index Tool On the WEB site of Fun City, we can include a section, a banner or a pop up window with a link to a play index exercise. With two main objectives:
Am I properly balance the daily activities? Is my children playing too much?
I need some tips and hints from experts
How kids play in my country?
Presenting the Play Index key insights/ press release, allowing us to show the thought leadership of Fun City on the children understanding.
And as well, a comparative point of view, a tool for the mother to compare and understand how balanced are the day to day activities of their children in comparison to the regional averages and lifestyles.
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The survey will contain a survey link where they will be asked few questions about daily activities. What time do their children wake up in a typical day? What time do their children go to sleep in a typical day?
How many hours their children watch TV?
How many hours their children spend on creative activities?
How many hours their children play video games?
How many hours their children play board bames?
How many hours their children play outside? How many hours their children sports activities?
How many hours their access the web? How many hours their children study?
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As a result of the responses an algorithm will calculate the Play Time Index and give back one indexed score. The Index will allow us to construct recommendations and insightful information for the mother on how much above or below the regional average are their children playing. Example:
Below 20
Without ample play, we see a decrease in creativity and imagination, as well as vital skills including curiosity, social skills, resiliency, and the ability to assess risk. Children who don’t play don’t learn how to work in groups, share, negotiate, resolve conflicts, and advocate for themselves.
Example:
Between 21 and 40
Above 40
Your child plays a within the average of what is expected for a child in the region. Here are some tips for improving playtime with your child. Provide the opportunity to communicate, to respond, to learn language, to have fun. You can see some playing examples by clicking the following link… www……
Example: Although playing is an opportunity to learn, develop and communicate, you should also consider balance other activities to enhance children development. We recommend things like…..
http://kaboom.org/map_play/play_deficit 33 ©TNS 2012
THANK YOU
34 ©TNS 2012