Children Share Their Leisure Time Equally - NPD Canada

Children Share Their Leisure Time Equally Between Traditional Play and Technology-Based Play

New Report Sheds Light on Technology Adoption by Kids

Toronto, ON July 25, 2016 – According to new research from global information company  The NPD Group, kids today share their leisure time fairly equally between traditional play (toys, reading, etc.) and technology-based play (computers, TV, video games, etc.).

The Kids Share of Time and Wallet study was conducted to provide an in-depth view of how and where parents spend money on children ages 14 years of age or younger, as well as how kids spend their leisure time. The study suggests that Canadian children spend the bulk of their leisure time (33 per cent) engaging in traditional play, and approximately 26 per cent of their time engaging in technology-based play.

The remainder of kid’s leisure time is divided as follows: mobile play at 22 per cent, sports at 10 per cent and other hobbies at 9 per cent.

“Today’s children are spending their leisure time in a variety of different ways,” says Michelle Liem, Toy Industry Analyst at The NPD Group. “And while the popularity of mobile and technology-based play has certainly increased over the last few years, many parents will be happy to hear that traditional play still makes up a very large percentage of overall leisure time.”

The report goes on to support the notion that while kids still love traditional toys like fashion dolls, building sets, and collectibles, they have embraced technology. In fact, technology seems to be enhancing the toy industry, as kids have the ability to interact with their favourite characters through a variety of platforms and mediums.

Age, Gender and Play Habits

The report goes on to show that as kid’s age, traditional toys become less important.   Infants and preschoolers are the most engaged with traditional toys while tweens are the least engaged. Furthermore, as kid’s age, leisure time becomes more fragmented, spanning more activities such as the introduction of social networking sites and mobile gaming.

There is also a difference between boys and girls; although both spend equal time playing with toys and watching TV/movies at home, girls tend to watch TV/movies/videos and listen to music on a mobile device while boys play more video games and sports.

For more information on The Kids Share of Time and Wallet study, and for interview opportunities, please contact:


Press Contact

Erick Bauer
647-723-7736
Erick.Bauer@npd.com

The NPD Group, Inc.
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Port Washington, NY 11050

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