The New Zealand State of Play Report
Commissioned by the MILO team
Foreword by Professor Grant Schofield Ph.D., Psychology
Contents
I.Foreword........................................................................................................................................................... 3
II.. Research purpose.................................................................................................................................. 4
III. Research approach & design.................................................................................................... 4
IV. Definitions...................................................................................................................................................... 10
V. Key findings from the State of Play Report.............................................................. 10
VI. Detailed overall findings.................................................................................................................. 11
The New Zealand State of Play Report | 3
I. Foreword by Grant Schofield
To me, the findings of the State of Play report are
astonishing. My childhood memories are full of exciting,
active and adventurous play; however, the children of New
Zealand today are more likely to remember their ‘carefree’
days watching TV, playing video games and basically just
being sedentary.
The state of play in our country has reached such a critical
point that has to be addressed today, not tomorrow.
Plugged playtime has become the default activity,
displacing active unstructured play with friends and family.
The State of Play report explores what play looks like
in New Zealand today for 8 – 12 year old children. It
investigates what they are playing, who are they playing
with and most importantly, what is it that is stopping them
from playing. The type of play we are focusing on is active,
unstructured play – play without rules, timeframes or
scheduled training. It is activities such as; climbing trees, a
spontaneous game of backyard cricket or the creation of a
new game with a skipping rope.
New Zealand families don’t need to be convinced of
play’s importance, according to the research, 97% of New
Zealand parents and 99% of grandparents state play is not
only important, but essential for a child’s development.
Recent scientific studies show that unstructured play
is emerging as a critical determinant of brain health in
children. The Prefrontal Cortex that develops through
childhood is a part of the brain that helps us understand
and manage risk, and control our impulsivity and emotion.
It seems that unstructured play, especially which is
managed by, and on the terms of children, is essential to
brain development. The appropriate time to learn how to
manage risk and emotion when climbing a tree at eight
years old, not behind the wheel of a fast car at 17.
We need to take advantage of our deeper understanding of
play through the State of Play report to ensure that play is
put back on the agenda today and for future generations to
ensure happy, healthy and well-balanced children.
Professor Grant Schofield
The good news is that the research shows Kiwi kids love
being active and playing outside. We now have a better
understanding of what the barriers to play are and need
to provide our kids with what they need to ‘unplug’ and
venture into the backyard to let their imagination run wild.
Let them take some risks. Let them make mistakes. This is
how they will learn.
Professor of Public Health and Director of the Centre for Physical Activity and
Nutrition at The Auckland University of Technology. Dr. Schofield has extensive
experience in physical activity health promotion, the psychology of physical
activity, and overweight/obesity research. He is a recognised expert in the
benefits of activity in children and youth. He is the author of many international
research papers, and a regular speaker at national and international conference
in his area of expertise.
4 | The New Zealand State of Play Report
II. Research purpose
Playtime is critical to a child’s development, especially
for 8 to 12 year olds, for shaping their future social skills
and creating the foundations for strong relationships with
parents, grandparents and friends.
Specifically, the research set out to understand the following
aspects of today’s play against each key audience group:
Children
> What play do they most enjoy and what activities are
they currently participating in?
> Who are they playing with?
> What are the barriers to play?
> What are the current perceptions of play?
In recent years there has been an increasing number of
reports finding that children’s playtime is changing from
active to sedentary, as well as becoming increasingly
structured (organised, competitive and/or passive). The
State of Play Report was commissioned by the MILO team
to understand the extent of this in our own backyard.
Parents
> What are parents’ daily priorities and challenges?
> How do parents’ think children are spending their time?
> What, when and with whom are children playing?
> Are parents engaging in play with their children?
> What do parents think about the role of technology in
their children’s lives?
For the purposes of our research, unstructured playtime
includes physical activity, often played outdoors. It is
a spontaneous, active and social everyday activity. To
understand how unstructured playtime has evolved,
this research looked to understand the changes from
the perspective of grandparents, parents and children
themselves.
Grandparents
> How do grandparents believe their grandchildren are
spending their time?
> How engaged are grandparents?
> Do grandparents believe playtime has changed over time?
III. Research approach & design
This quantitative research study on the state of play in New Zealand was undertaken by a third party research company,
Sweeney Research1 and commissioned by the MILO team. Please note this report only investigates the New Zealand
statistics, unless otherwise noted.
Below is an exact breakdown of the methodology by group:
Children
Parents
Grandparents
Survey Eligibility
8-12 year old children
Parents of 8-12 year olds
Grandparents that see their
8-12 year old grandchildren
at least once a month
Methodology
> 5 minute online survey
> Conducted 11-17 Nov.
> 15 minute online survey
> Conducted 10-21 Nov.
> 10 minute online survey
> Conducted 8-11 Nov.
Sample (n)
168
406
152
With a total sample of 726 New Zealand respondents, the following considerations were also taken into account:
> The survey size was weighted to be geographically representative of the New Zealand population and to ensure an even
gender split;
> Children’s data was weighted to ensure an even split by childrens’ ages; and
> Respondents were recruited and incentivised through Research Now online panel.
1. Sweeney Research is one of Australia’s major full service research agencies and all studies are conducted in accordance with the International Standard ISO 20252
KIDS Profile
Parents Profile
Gender
G
KIDS Profile
The New Zealand State of Play Report | 5
Gender
Gender
P
Ge
Gender
KIDS Profile
Parents Profile
Age
A full profile of each of the sample groups is as follows:
Children’s profile
Gender
Age
Gender
Age
Gender
50%
Male
Age
Location
20%
20%
Female
8 yrs
Location
Age
33%
11%
32%
Auckland
Gender
0
11%
0
13%
Canterbury (Christchurch)
20
40
Wellington
60
80
100
Rest of South Island
Parents
Profile
Rest of North
Island
Area
Location
00
40
40
60
60
80
80
100
100
Importance of Play
Area
Parents’ profile
Age
Location
0
0
0
20
20
40
40
50%
60
60
80
80
100
100
50%
Feeling
aboutofplay
Importance
Playwith parents
Location
Area
0
0
1%
Female
20
20
60
32%
40
40
80
11%
20
0
20
60
60
100
32%
Auckland
0
80
80
9%
40
Rest of North Island
40
Area
60
40
Area
Importance of Play
100
100
15%
Canterbury (Christchurch)
20
Wellington
0
0
0
60
20
60
80
Rest of South Island
80
Importance
of Play
20
40
20
40
100
60
0
40
40
80
60
60
0
L
0
A
100
0
80
80
80
100
100
100
80
0
100
0
20
20
Working
Status
Marital
Status
40
60
20
M
60
80
80
40
40
20
Location
50+ yrs
60
0
40
20
Suburban
100
100
100
0
9%
40
80
60
100
W
80
1
0
40-49 yrs
30-39 yrs20
Urban
80
80
80
0
20
Feeling20about play
with 60parents
40
31%
100
60
60
49%
Education Level
0
80
40
40
40
52%20
Area
Marital Status
Rural
60
60
12%
80
80
100
100
0
60
80
1
0
100
80
40
40
100
100
5%
80
60
20
20
80
40
60
AreaRegional
0
0
80
80
100
100
100
0.000000
0
0
20
20
40
40
Marital
0
WorkingStatus
Status
0
60
80
100
16.833333
80
80
100
100
0
33.666667
50.500000
20
20
84.166667
101.0
0
100
100
80
40
40
67.333333
H
Marital
Status 80
60
60
E
100
60
60
Education Level
Household
Income
40
60
20
0
0
0
20
40
Education Level
0
20
40
Location
Area
Working
Status
0
20
40
60
Area
Education Level
0
Importance
of play
Play with parents
Feeling about
0
60
60
41%
100
100
80
40
Marital
Status
40
60
20
20
40
100
Grandparents
Profile
48%
8% 11%
Area
Location
40
60
80
100
Parents
Profile
Urban
Regional
Area
Suburban20
Rural
40
60
80
100
Education Level
0
20
20-29 yrs
Feeling about play with parents
Education Level
0
80
20
0
Location
Location
40
60
0
Age
Location
Age
0
20
12 yrs
Age
Feeling about play with parents
Male
0
20%
11 yrs
Importance of Play
Gender
00
20
20
Age
Marital Status
Area
0
20
40
60
Age
Gender
40
20%
32%
0
20
20
10 yrs
Parents
Profile
Location
20
Area
Area
Gender
0
KIDS Profile
Gender
Gender
Age
20%
Location
Age
9 yrs
Location
KIDS Profile
A
Age
50%
60
60
Household
Income 40
0 of Children
20
60
Ages
in Household
80
80
100
100
80
0
1
60
60
80
80
100
100
60
80
100
100
0
80
Importance00 of Play 2020
100
100
0
0
40
60
40
60
80
100
80
100
80
100
Parents’ profile - continued
0
20
0
Marital
20Status 40
40
60
Education
Level
80
60
100
0
Marital status
Feeling about
play with parents
Household
Income
0
20
69%
60
40
20
20
80
11% 7%
Feeling about
play with
parents
Married
0
20
40
0Working
status
20
0
0
20
0
De Facto
20
40
60
Working
Status
40
60
80
20
40
Household Income
80
Single
60
100
80
100
0
100
Education
Level
20
40
60
100
Ages
of Children
in 80Household
27%
20
0
0
40
Education Level
<$50,00020
0
17%
0
21%
60
80
$100,001
or more
60
80
10
40
20
$50,001-$75,000
100
100
Education
Level
$75,001-$100,000
Ages of Children in Household
30
40
50
60
40
80
70
60
50
40
30
20
10
0
0
20
40
20
3% 1%
94%
House/town-house/terrace
Household
Income
with garden
Housing
Status
House/town-house/terrace
with no garden
80
Flat/apartment block
with
60 garden
80
of children
in household
20
40
80
100
31%
40
60
80
10 years
23%
11 years
22%
20
40
60
80
0
20
0
20
0
100
100
Certificate
20
Advance
Degree80
60
100
80
40
84.166667
16.833333
33.666667
50.500000
67.333333
0
<
3km
80
5%
2%
6
km-10km
3km-5km20
6020 than 10km
8040
Further
40 0
Ages of Children in Household
0
20
10060
40
60
Child carer when at
work
Frequency
of isitning g-c
Child carer when at work
0
20
43%
60
Working Status
25%
0
12%
20
40
40
16.833333
33.666667
20
50.500000
80
80
67.333333
40
Both parents
working?
60
80
100
0
20
40
Working Status
6%%
20 to nearest
40
60
80
Distance
park/play
area
0
100
80
Babysit when parents are working?
Housing Status
100
84.166667
Ages of20 Children
Household
40 in
60 when parents
80
100
Babysit
are
working?
100
100
60
60
80
Bachelors’
Degree
9%
80
40
80
Ages
of Grandchildren
14%
26%
22%
10%
40
60
80
0.000000
16.833333
33.666667
50.500000 100 67.333333
Frequency of isitning g-c
20 qualifications
40
High school
0
60
60
Basic literacy & numeracy
Diploma/technical qualification
Household
Income
Both parents working?
1%
40
40
91%
0
20
80
Distance
to nearest
park/play
area
2%
to20nearest
park/play
area
40 0 Location
6020 of Grandchildren
8040
10060
Both parents working?
13+ years
Child
carer28%
when at work
0
100
60
Prefer not to say
14%
Housing
Status
12 years
20%
Housing
Status
1%
80
40
None of these
Location
of Grandchildren
0.000000
0
80
Child Carer when at work
Child carer when at work
Ages of Grandchildren
Distance to27%
nearest park/play area
9 years
60
20
0
60
50
20
7%
40
8 years
100
19%
40
30
80
Ages of Children in Household
0
40
20
60
22%
20
10
40
0
100
Education
of isitning
g-c
40 Frequency
60
80
100
Currently 20
lookingLevel
for work
0
50%
80
0Distance
Ages of Children in Household
40
35
30
25
20
Child Carer when at work
15
10
5
<8 years 20
80
60
26%
20
0.000000
2%
Flat/apartment block
with no garden
60
60
Household Income
80
50
70
60 40
50
40 30
30
20 20
10 10
0
0
50
40
30
0
0
100
Distance to nearest park/play area
0Ages
40
Education Level
Education level
Housing Status
0
60
20
80
84.166667
20
40
60
60
84.166667
80
80
100
60
80
29%
Distance
to nearest park/play area
0
Distance to nearest park/play area
0
0
0
20
40
60
Child carer when at work
80
100
Partner
20
20
40
60
80
Babysit when parents are working?
P
eople running60the extra-curricular/
80
40
organised activities
Grandparents
Their friends and parents
No-one
Other
Child
carer
when
at work
Childcare
Nanny
20
40
60
0
Plugged VS Unplugged Playtime
Plugged VS Unplugged Playtime
0
100
100
Ages
of Children inHousehold
Household
Work full-time
Non-workerIncome
06%
Housing status
80
80
10%
Prefer not to say
Housing Status
100
Location of Grandchildren
Home duties
Parents priorities in bringing up children
100
25%
20
Work part-time
Household income
0
60
60
40
47%
Working
Status
S
eparated/Divorced/Widowed
60
80
100
80
0
20
40
60
Marital Status 0.000000
16.833333
33.666667
50.500000
67.333333
Household Income
Marital
Status 80
20
40
100
Ages60of Grandchildren
0
100
40
40
Working Status
13%
100
60
Ages of Grandchildren
Marital Status
100
80
80
80
70
60
50
40
30
20
10
0
60
40
60
60
60
40
40
40
50
20
20
20
20
20
40
Household
Income
Area 60
80
0
Education
Level
Importance6 |of
ThePlay
New Zealand State of Play Report
0
0
40
80
Education
Level 0
Area
30
0
40
20
100
20
10
0
0
20
40
Education
Level
Area
0
20
Working Status40
Area
20
40
60
0
100
100
20
Child carer when at work
80
40
Working Status
100
100
60
80
ge
ea
20
arents Profile
ge
rea
nder
ge 20
40
0
60
100
0
20 of Grandchildren
40
60
Location
80
100
Location
Age 60
Grandparents80Profile
40
ocation
arital Status
0
20
20
40
Marital
ocationStatus
80
0
40
60
80
20
40
20
Age16.833333
0
0.000000
100
60
80
0
0.000000
60
0
20
20
ocation
ge
orking
Status
rea
50%
80
100
80
100
0
0
101.000000
0%
0
100
Working
Status0.000000 16.833333 33.666667 50.500000 67.333333
rea
Location
Age parents
20
40 0 Both
6020
8040
100
60
Marital
Statusworking?
Location
84.166667
101.000000
40
60
40
60
rea 2020
Area33%
ocation
Marital Status
20
ducation
Level40400 Auckland606020
20
00
0
80
80
11%
80
8040
40
40
40
20
20
Wellington
20
100
100
33%
80
9%
40
75%
60
80
40
33.666667
Marital
LocationStatus
20
South
80
100
80
100
of 84.166667
Play Report
|7
101.000000
60
67.333333
50.500000
40
20
20
Household Income
Area
50-59 yrs
100
100
100
100
20
20
40
40
20
40
80
84.166667
80
100
60
60
80
80
100
100
60
76%
60
80
80
100
100
60
60
80
80
100
100
60
80
84.166667
60+ yrs
36%
67.333333
60
80
84.166667
7%
67.333333
48%
Marital Status
Ages
of Grandchildren
Urban
Regional
16.833333
33.666667
50.500000
67.333333
0.000000
101.000000
0
0
20
40
Suburban
Marital20Status 40
Area
Household Income
0
20
Household
income
100
101.000000
60
40
40
16.833333
33.666667
50.500000
Area
Location
Area
Marital Status
0 Ages of20Grandchildren
40
0.000000
16.833333
33.666667
50.500000
25%
100
24%
0
0.000000
14%
80
80
80
Island
80
Marital Status
Rest of North Island
Area
Location
ducation
Level
Income
20
40 Household
60
80
0.000000
16.833333
33.666667
50.500000 100 67.333333
84.166667
20
40
60
80
100
Babysit
when parents
are
working?
60
100
arital20Status 40 Marital
Status 80
Marital status
rea 20
40
60
80
100
Working Status
20
0
0
100
Canterbury
(Christchurch)
100
10060
60
60
Rest
60 of
20
16.833333
20
40
20
40
Location
Age
Age
Household
Income
Area
84.166667
80
40
60
0.000000
400
6020
Male16.833333
40
60
New Zealand
State
33.666667The 50.500000
67.333333
00
50%
80
100
33.666667
8040 50.500000Female
1006067.333333
20
20
60
Location
Marital
Status
100
100
Frequency
of isitning g-c
Age
20
40
60
Area
Gender
40
60
80
100
40
60
80
100
Location
Grandparents’ profile
Age
Area
20
40
Grandparents
Profile
Age
Area
100
101.000000
100
101.000000
10%
60
84.166667
80
60
80
100
60
80
100
60
Rural
40
101.000000
100
ousehold
Income
0.000000
16.833333
33.666667
50.500000 100
67.333333
84.166667
101.000000
60
80
100
Location of Grandchildren
20
400
6020
8040
0
20
40
60
80
100
0
20
40
60
80
100
Married/De
Facto
S
ingle/Separated/Divorced/
Household
Working Status Marital Status
10%
31% Income21%
24%
13%
Widowed
20
40 0 Area 6020
8040
100
0
20
40
60
80
100
60
80
100
ousehold
Income
20
40
60
80
100
0.000000Location
16.833333 of
33.666667
50.500000
67.333333
84.166667
101.000000
Grandchildren
Ages of
Grandchildren
$75,001
or more80
0 <$25,000 20
40
60
100
20
60
80
100
Household Income
Household
Income
Status
Working
Status40 Working
arital Status
Marital
Status
$25,001-$50,000
Prefer not to say
0
10
20
30
40
50
60
Working status
60
ducation
Level40
20
60
42%
20
16.833333
60
0
0.000000
40
80
100
80
40
33.666667
80
0
19% 100
31%
60
80
50.500000
67.333333
84.166667
100
100
80
80
100
100
0
10060
80
100
60
80
100
100
100
62%
20
Frequency34%
of isitning 19%
g-c
14%
Household Income
Ages of Grandchildren
80
100
40
60
16.833333
24%
9%
Every 2-3 weeks
33.666667
50.500000
67.333333
84.166667
101.000000
84.166667
101.000000
Once a month
Location of Grandchildren
A few times a week
Once a week
Both16.833333
parents
working?
33.666667
50.500000
80
100
0
20
40
Location of Grandchildren
Both of
parents
working?
Location
grandchildren
Ages
of
Grandchildren
0
20
40
60
Location
of Grandchildren
0
60
80
100
60
80
100
Different
states 80
60
100
31%
80
100
0
84.166667
80
101.000000
100
67.333333
80
20
60
3%
80
45%
40
100
100
21%
Frequency
of isitning g-c
Same neighbourhood
Different towns, same state
20
Same town,
20 not
neighbourhood
40
Babysit when parents are working?
Frequency
of isitning
g-c60
0
20
40
80
0
40
Babysit when parents are working?
50.500000
parents
working
Location
of33.666667
Grandchildren
Frequency
of
isitning
g-c67.333333 84.166667
0.000000
Babysit16.833333
when
38%
80
0
25%
32%
Regularly
80
84.166667
hild carer when at
work when parents are working?
Babysit
60
80
100
ges
of20 Children
Household
parents
working?
ousing
Status40 inBoth
33%80
20
40
60
Both
parents
working?
16.833333
33.666667
50.500000
67.333333
100 0.000000
No
60
hild carer
when
work606020 of Grandchildren
20
400 at
8040
100
Location
20
40
80
100
Frequency
of isitning
g-c
ousing
Status0.000000
16.833333
33.666667
50.500000
67.333333
Everyday
0.000000
Both
parentsarea
working?
istance toIncome
nearest
park/play
ousehold
parents working?
of isitning g-c
ges of ChildrenBoth
inFrequency
Household
60
60
100
0
0
20 Status 40
60
Working
Never
Often
20
40 50.500000 60 67.333333
Both
parents
working?
16.833333
33.666667
Working Status
20
40
Frequency
of isitning
g-c60
Both parents
working?
20
101.000000
10%
100
101.000000
Rarely
0
101.000000
0.000000
0
84.166667
100
40
60
80
80
84.166667
100
100
101.000000
80
100
80
100
10 10
0
31%
80 40
80
80
40
0
28%
20
Child Carer when at work
12 years
Yes
80
50
60 20
11 years
20
ousing
Status40 0
Frequency
of isitning
g-c60
20
40
40
38%
60
60
100
Ages
of Grandchildren
0.000000
16.833333
33.666667
stance to nearest
park/play
area 50.500000 67.333333
40
60
80
100
Location
40 0 in
6020 of Grandchildren
8040
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ges of2020 Children
Household
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40
0
Frequency
of
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20 Grandchildren
40
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30
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ges of20 Children
40 in Household
60
20
100
20
40 0
100
80
0.000000
40
40
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ousing Status Household Income
0
20
40
60
20
40
60 Grandchildren
100
Ages
of
34% 80
ousehold
Income
9 years
20
40
60
80
100
ousing Status Frequency of isitning g-c
34% 80
10 years
20
40
60
100
ducation
Level
ousehold
Income
Location of Grandchildren
20
80
60
10
20
20
60
40
Ages of Grandchildren
20
Factor Stopping Children
ousehold Income
Ages of20 Grandchildren
40
0
Age of grandchildren
0
0
40
100
101.000000
20
$50,001-$75,000
0
40
35
30
25
20
15
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5
0
60
50
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ges of20Children in Household
Retired
Working full-time
Household
Income
20Status 8040
40
60
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60
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20
6020
100
ducation
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20
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Other
ges of Children in Household
Location
of Grandchildren
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20 Status40
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Grandchildren
ducation
Level Ages of
8%
80
70
60
50
40
30
20
10
0
40
Plugged VS Unplugged Playtime
20
10 | The New Zealand State of Play Report
IV. Definitions
Throughout the research, the words listed below are
defined for this report as:
> Children: New Zealand residents aged 8-12 years old
> Structured play: Extracurricular and organised activities
that children participate in outside of school hours such
as training, dance classes, swimming lessons etc.
> Active/unstructured play: Unstructured activities
children engage in outside of school. For example;
backyard cricket or splashing about in the pool.
> Screen time: Watching television/movies or playing on
the computer.
> Plugged time: Screen time plus playing computer games.
In the survey we defined ‘play’ to the respondents as:
>T
o parents and grandparents: “The fun, creative,
recreation or play activities that your children/
grandchildren engage in wither on their own or with
others (e.g. siblings, friend, parents) outside of school
hours.”
>T
o children: “The fun activities you do either by yourself
or with other people, like your friends or family, when you
are not in school.”
V. K
ey findings from the
State of Play Report
1.
The state of play is in turmoil in New Zealand
as research reveals today’s kids are not playing
every day. In fact, the findings demonstrated that nearly
1 in 2 (46%) kids are not playing every day. Further, parents
(64%) and grandparents (74%) agree that children don’t
create their own play or games as much as they used to
in their own childhoods. This demonstrates a marked shift
in playtime behaviours from the past two generations to
today’s children.
2.
Parents, grandparents and children agree on the
importance of play. In fact, 97% of parents and
98% of grandparents believe play is not only important
but essential for a child’s development. Yet parents admit
playtime often falls off the list of priorities.
3.
Children are actually asking for a re-prioritisation
and issuing the call for more playtime. The
research reveals 2 in 5 (40%) Kiwi kids are saying they want
more play time outside and almost two-thirds of children
(63%) want more time playing with their parents.
4.
The research reveals parents and children both
face similar barriers when it comes to play:
finding the time, sourcing inspiration and over-reliance
on technology. While these barriers take different forms
for parents and children, the result remains the same in
that playtime is decreasing.
5.
It’s critical that these barriers be addressed and
the desire for more playtime be met because
without enough playtime, New Zealand kids may
not fully develop social skills and they may miss out
on critical bonding time with their parents. The vast
majority (96%) of parents say that play helps children
learn social skills and 72% of parents believe that they
really connect with their kids through play.
The following pages delve into each of these findings
more deeply to give a better understanding of the true
state of unstructured, active play in New Zealand.
The New Zealand State of Play Report | 11
VI.Detailed overall findings
1.
The state of play is in turmoil in New Zealand,
as research reveals today’s kids are not playing
every day.
Nearly 1 in 2 (46%) children don’t play every day.
To understand this number, the research first looks at
the time constraints on today’s generation versus that of
past generations. Nearly half (43%) of parents and (46%)
grandparents say kids have less playtime compared to
when they grew up.
Parents believe that today’s children are increasingly
demanding, with almost 3 in 4 (72%) parents and 4 in 5
(83%) grandparents agreeing that children require more
to entertain themselves than they needed as kids. Further
emphasising this point, a highproportion of parents (65%)
and grandparents (74%) stated that children don’t create
their own play or games as much as they used to in their
own childhoods.
However, more than 1 in 3 parents (36%) and 2 in 5
grandparents (44%) also acknowledge that kids today have
less playtime than they did in their own childhoods.
Everyday
54%
Most days
each week
36%
A few days
a week
5%
Mainly just
on weekends
and holidays
6%
12 | The New Zealand State of Play Report
The New Zealand State of Play Report | 13
2.
Parents, grandparents and children agree on the
importance of play.
Playtime outside
32%
38%
Homework
71%
Ensuring your child gets a
good education
55%
Spending enough time
communicating with your
child
43%
Ensuring your child has
enough time to play and
just be a kid
35%
Spending enough time
playing with your child
26%
Ensuring your child has a
nutritionally balanced diet
25%
Extracurricular/
organised
activities
Protecting your child
from peer pressures
14%
Protecting your child
from TV/movie/internet
influences/dangers
33%
15%
16%
22%
15%
20%
1%
Screentime
17%
23%
29%
Playtime inside
Ensuring your child
is active
31%
1%
21%
1%
Playing
video games
1%
9%
When asked what children should be spending more time
on, more than half of parents (52%) say that their children
should be spending more time playing outside, which
children also agreed with.
Child’s perspective
Parents’ perspective
Grandparents’ perspective
0
40%
P
60
38%
50
Household chores
40
51%
Parents priorities in bringing up children
Teaching your child respect/
manners/good morals
30
37%
52%
While there is no doubt parents recognise the importance
of play, it often falls off the list of priorities, taking a
backseat to teaching manners, getting a good education
and communicating with children.
20
10
To begin, the majority of parents (97%) and grandparents
(98%) agree that playtime is not only important, but
actually essential for children’s development. So much so,
that only 17% of parents and grandparents agreed that
academics are more important than play. Interestingly,
children agree with 86% stating play is more important, or
equally as important as academics.
Activities children should spend more time on:
0
Across all three audience groups – grandparents,
parents and children – all recognise the importance of
unstructured, active play.
Parents (65%) and grandparents (68%) however agree on
what children should spend less time doing, which is being
plugged into technology.
14 | The New Zealand State of Play Report
3.
Children are actually asking for a re-prioritisation
and issuing the call for more playtime.
The research reveals children are spending nearly half (47%) of
their time outside of school hours ‘plugged in’ to technology,
with ‘playing games on the Internet’ (72%) being the activity
children participate in most during the week.
80
70
60
50
40
30
20
10
0
60
50
40
30
20
10
0
First, in order to understand why children want more active
unstructured play, it is important to establish their current
playtime habits.
In addition to this, the majority (72%) of children say that
outdoor play is their favourite activity – and that they recognise
they should spend less time on technology. And, interestingly
when it comes to who children want to be spending more time
Plugged VS Unplugged Playtime
with when playing, 63% stated they’d like to play more with
their parents.
40%
57%
Playtime outside
However on the other hand, the most likely playtime activity
for New Zealand children on the weekends is going to the park
playground or beach (77%).
3%
37%
34%
Percentage of children’s time spent plugged in
Household chores
28%
32%
47%
47%
Homework
53%
20%
29%
Extracurricular/
organised
activities
64%
7%
21%
Plugged into technology
Unplugged
So now that we’ve established current playtime behaviour, it is
important to understand how children’s habits relate to their
desires.
First, there is a discrepancy between what parents think
children like doing and what the children actually say they like
themselves. More than half (56%) of parents think children
enjoy playing games from their parents’ childhood. Where in
fact, 96% of children state they do enjoy playing games from
their parents’ youth.
54%
Playing video
games
25%
20%
Watching TV or
movies or playing
on the computer
49%
31%
16%
Play time – inside
(but not video
games)
74%
10%
I should spend more time on this
I spend the right amount of time on this
I should spend less time on this
The New Zealand State of Play Report | 15
4.
The research reveals both parents and children
face similar barriers when it comes to play:
finding the time, sourcing inspiration and overreliance
on technology.
More than 4 in 5 (88%) parents believe playing with their
kids is one of the most enjoyable activities they can do
with their kids, second only to doing something with their
families.
The most significant barrier for both groups is quite simply
time. Nearly half (42%) of parents find it challenging to
find the time to play with their kids and 64% of parents are
feeling guilty about it.
A notable contributing factor to parents not playing with
their kids is that half of parents (50%) agree it is looked
down upon for a parent to leave work early to play.
The pressure of time doesn’t stop with adults, with
school having a significant impact on children’s
play. 2 in 5 children (41%) say that they have too
much homework or are too tired from school to make time
for play.
The next barrier for playtime is lack of inspiration.
More than 1 in 3 (38%) of children say they’ve
run out of ideas run out of ideas for play. And
supporting this statistics is that nearly two-thirds (58%)
of parents believe children have forgotten how to amuse
themselves without electronic devices.
This insight leads into the third and final barrier for
play – an over-reliance on technology. Nearly 1 in
3 (31%) children report they don’t have anyone to
play with, which means they may turn to electronic devices
for play. And, parents agree as more than half (54%) of
parents say children spend too much time watching TV or
on the computer, making it a barrier to active play.
Factors stopping children having more play time
Spends too much time
watching TV/on computer
54%
Gets bored, doesn’t know
what to do
52%
Has no-one to play with
33%
Spends too much time
playing video games
28%
There are not enough
places to play in our
neighbourhood
22%
Is too lazy
21%
Is too tired to play
10%
We have no-one available
to supervise them
7%
Has too much homework
7%
Our neighbourhood is not
safe
6%
Has too many
extracurricular/organised
activities
6%
We are too busy visiting
family
Other
1%
11%
16 | The New Zealand State of Play Report
5.
It is critical that this desire for more playtime be
met. Without enough playtime, New Zealand kids
may not fully develop social skills and they may miss out
on critical bonding time with their parents.
There is no doubt that parents and grandparents are
certain of play’s role in their children’s development, with
a vast majority of parents (96%) and grandparents (98%)
stating that playtime is a great way for children to learn
social skills. 4 in 5 (85%)parents also believe that playtime
develops a child’s imagination and creativity more than any
other activity. In addition, nearly three quarters (72%) of
New Zealand parents and 4 in 5 (81%) grandparents feel
that playtime enables them to connect with their children.
Grant Schofield’s closing comments:
“We need to reprioritise setting children free in the
backyard and neighbourhood, to engage with the world
on their own terms, in their own time, with their own
choices about what to do. Active unstructured play
comes naturally; it is their default mode – kids don’t need
to be taught how to do it. All they need is to be in an
environment that is socially supportive of it.
What is remarkable is that the majority of kids (90%)
live less than three kilometres of a park or play area, yet
nearly half of kids don’t even play every day. Back when
we were kids, we would always be outside exploring the
neighbourhood, making friends with other children nearby.
Play is not a solo activity and is best with multiple people.
Therefore if your child has no siblings, parents need to
either take an active role in play and/or help their child
meet other kids in the neighbourhood. Involving yourself
in play with your child is great for social development and
relationship building, and with 63% of kids saying they
want to spend more time playing with their parents, it will
be greatly appreciated.
Children haven’t forgotten how to play, they just need
some encouragement from the people they rely on and
trust the most – their family.
It’s time to unplug and play!”
The New Zealand State of Play Report | 17
CONTaCTS
Media enquiries: G
eorgia Ness
Account Manager, Bullet PR
Ph: (09) 375 1515 | Mob: 021 808 324
[email protected]
Nicholas O’Flaherty
Managing Director, Bullet PR
Ph: (09) 375 1515 | Mob: 021 303 181
[email protected]