Here comes "Generation Serious"
20 September 2006
New study shows that today's young people feel time and play deprived
According to a recent study conducted in the U.S. and Canada by global market research firm Synovate, two-thirds of young people may actually be feeling "play deprived", meaning that they may not be regularly engaging in a hobby or activity for personal enjoyment and self-development, which could have a detrimental effect on them as they grow into adulthood.
The study, conducted with 1,000 young people ages 14-24, indicated that youth usually spend all their spare time watching TV, reading magazines and books, going shopping, playing videogames and driving around. At first glance, these may be brushed off as typical teenage activities but a closer look at the study results paints a grimmer picture. In fact, nearly three-quarters of young people report having no more than two hours per day to do whatever they want to do. Furthermore, only 22 percent of their spare time is actually spent on activities for their own personal enjoyment. As such, most are likely missing out on important physical, cognitive and emotional developmental needs.
Experts agree that play is not only intrinsic to human nature but has been shown to be very critical in fostering self-esteem as youth grow into young adults.
"Today, young people are planning for their future earlier than ever, they have less unstructured free time, more demands, and much more stress," said Ian Pierpoint, head of Synovate's youth division. "Play is vital for all ages but more and more young people seem to be missing out on this important developmental phase in life."
The past decade has produced a dramatic shift in the way youth engage in play with an increased focus on structured activities and competition. Television programming and videogames that focus on winning as the end goal reinforce this as well as youth's busier – and sometimes overscheduled – lives. All of this ultimately results in fatigue and much less free time for creative and explorative activities.
The study identified one particular segment of youth as "Over-Loaders", youth who appear to be feeling the most play deprived. A whopping 86 percent of Over-Loaders wish life would slow down and not be so busy and 93 percent wish they had more time to have fun/play. Over-Loaders account for nearly one-quarter of youth aged 14-24.
"It's almost as if we are producing a nation of miniature adults," said Pierpoint. "Kids are growing up more quickly and dealing with adult type stresses earlier - and in a much more competitive environment - rather than just being kids and exploring their playful, creative sides."
The online study was conducted via Synovate's ePanel, which consists of over one million U.S. and 120,000 Canadian households. Additional qualitative research methods such as focus groups were also used in the study.
Contact(s) for this press release
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Jennifer Chhatlani
Global Marketing Director |
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222 South Riverside Plaza |
Tel: +1 312 526 4359 |
Synovate generates insights to help clients drive competitive brand, product and customer experience strategies. Now part of Ipsos, with offices in over 80 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients' specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes.
For more information on Synovate visit www.synovate.com.