IKEA released the results of the Playreport, an international, research-driven project investigating play and its affects on family life. It is the largest global survey ever conducted on the topic.

Survey fieldwork for the report was carried out over the Internet in 25 countries by Research Now, London. 7,933 Internet-based interviews were conducted with parents and 3,116 interviews with children aged 0-12 years during October and November 2009 online. Family Kids and Youth, partnered with IKEA to design the questionnaire, analyze the results and provide an overview of child development and background to the importance of play.

«The state of childhood is very good out there,» says Dr. Barbie Clarke, CEO at Family Kids and Youth and head researcher on the Playreport. She cites some surprising results, such as kids preferring 9 to 1 to play with friends and their parents over watching TV. «It’s really a healthy picture, and parents should know that they are doing a good job.»

Dr. Clarke did note, however, that some of the results are a tad worrisome:

45% of parents feel they don’t have enough time to play with their children

26% agree that they’re too stressed to play with their kids

46% of parents admit to feeling guilty about not spending enough time with their kids

«For children, play is life itself,» says Maria Elander, head of IKEA Children’s School, an integrated part of Children’s IKEA and a driving force for increased knowledge about children, their needs and development. «For us, children are the most important people in the world, and the home is the most important playground. Play is a fundamental aspect of their development. Through this global research, we’ve gathered new insights about how play is perceived by children and parents all over the world.»

To further collaboration, IKEA has launched a Playreport page on Facebook, and is inviting experts and parents from across the world to participate in a conversation around child development and the importance of play. The survey (25 pages of details and tables) can be found on the Facebook page as well.

Credits:

Great Works — Lead Strategic and Creative agency
Fantasy Interactive — Production
Family Kids and Youth and Research Now — Market research