New IKEA Play Report from FK&Y

IKEA is shortly to release its new Play Report, which FK&Y was commissioned to carry out in 12 countries. For the previous Play Report (2010) we interviewed 7,933 parents and 3,101 children aged 7-12 in 25 countries. In this year’s report we increased the sample size to include 16,174 parents, 6,235 children aged 7-12 and 6,790 young people aged 13-18 and research was carried out in 12 countries including Russia, South Korea and China.

Top line findings were presented to the MRS Children’s Research Conference at the end of January and show conflicting needs with parents feeling bad about not spending enough time with their children. While 71% of all parents think that home should be a place for fun and play, 49% feel they don’t have enough time to play with their children. 73% of parents in the research say they would like to spend more time with their children and 49% feel guilty about not spending enough time with them, something echoed by their children with 51% of all children saying they would like to spend more time with their parents.