Dubit talks to kids about the Olympics, Euro 2012 and playing outside…
LONDON 2012 VS EURO 2012 ITEMS KIDS WOULD PREFER WITH BRANDING
Olympics Euro 2012
79%
Bags
Toys
Flags
WHAT ACTIVITIES DO YOU EXPECT TO DO OUTSIDE THIS SUMMER?
51 per cent expecting to play in it a lot and 38 per cent sometimes. Children are also expecting to spend a lot of time in their friends’ gardens. The park is popular, with 58 per cent expecting to play there occasionally. As children get older they graduate from the garden to the park, aided, perhaps, by greater levels of independence. Most children (59 per cent) don’t expect to play in the street much, or even at all. However, all of this outside time
doesn’t mean that children are ditching video games as a result, as 39 per cent of them expect to be outside playing games on portable consoles or mobile phones outside the house.
What seems clear from the research is that children are keen to get out of the house and get involved in the summer’s biggest sporting events, presenting the toy industry with a wealth of opportunities throughout the summer.
loads WHERE WILL YOU BE PLAYING OUTSIDE THIS SUMMER?
100 90 80 70 60 50 40 30 20 10 0
sometimes
not much not at all
58% 51% 38% 31% 25% 20% 16% 11% 7% 4% My garden My friends garden In the park 7% 1% On the street
Dubit is a specialist youth research agency and digital development studio. By utilising a deep understanding of young people’s motivations and behaviours, Dubit works with brand owners worldwide to create digital experiences that children love. Phone: 0113 394 7920 Email – research@dubitlimited.com