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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

ŠTNS 2012

2


©TNS 2012

3


Survey Details

UAE  400 interviews

 Mothers of children aged between 2 and 12 years old

©TNS 2012

Qatar  200 interviews

Oman  200 interviews

 Face to Face interviews using CAPI

Bahrain  200 Interviews

 September 2013

4


1

What do children do?

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5


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

©TNS 2012

 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

6


2

The Play Index

©TNS 2012


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

©TNS 2012

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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

26

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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26

29

Local Arabs Expat Arabs

28 21

Asians

Westerners

 Asian children spend less time playing

11


Does gender and day of week matter?

27

Boys

23

Girls

 Boys tend to play more than girls

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29 19

Weekday

Weekend

 As expected play time increases significantly in the weekend

12


3

What kind of Activities children engage in?

ŠTNS 2012


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%

15


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

©TNS 2012

7.3

4 3.5

1.2 0.1 2–5 years old

6–8 years old

9–12 years old

17


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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18


4

The role of mother and others

ŠTNS 2012


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

©TNS 2012

 Time spent with friends is also low

7

Friends Others

 The child plays alone for a significant amount of time

6 2

21


5

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

©TNS 2012

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

©TNS 2012

12

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

©TNS 2012

27 25 23

38 43 31

PC

PlayStation

Xbox

56

Tablet

Xbox

28 31 22

Nintendo DS

19

Wii

18

25


6

What mothers think

ŠTNS 2012


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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27


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?

ŠTNS 2012


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.

31 ©TNS 2012


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?

32 ©TNS 2012


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


Fun City Children's Play Index 2013  

The index for 2013 has been expanded to the geographies of Qatar, Bahrain and Oman in addition to UAE. With a combined Index score of 25 for...

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