Today's children spend half of the time playing outdoors than their parents did when they were young, a JCB Kids survey has revealed.
In a study commissioned by the popular children's brand to mark the launch of its Fresh Air Campaign, figures show that 43 per cent of kids would rather watch TV than play outside, spending just five hours outside each week.
The survey of 2000 parents revealed that this is half the time they spent outdoors when they were children, who averaged ten hours and 26 minutes a week.
Sam Johnson, spokesperson for JCB Kids expresses shock over the findings: "It is alarming the extent to which today's children are missing out on the outdoor play time which we enjoyed as children, which is why we have launched our Fresh Air Campaign.
"Playing outdoors is so important for children - not only to help them stay active and healthy, but also to socialise with friends.
"Today's children are spending a lot of time in front of the TV, playing on consoles and staring at computer screens."
The JCB Kids Fresh Air Campaign is being supported by Play England, a UK wide charitable organisation who promotes outdoor play for children.
Cath Prisk, director of Play England, said: "It's a sad reality that many kids don't get outside to play every day anymore, and because they don't go out, they don't know their own communities as well as their parents did, they don't have as many friends in the area and they don't have the same opportunities for fun that many of their parents did."
It also emerged that 44 per cent of parents wish their children played outdoors more often while 43 per cent admitted they rely on school to ensure their children are getting time outside through PE and playtime.
The survey concluded with compiling a list of ten things today's children would rather do than play outside:
1. Watch TV
2. Play computer games
3. Play games
4. Play with toys
5. Read books
6. Go on the internet
7. Listen to music
8. Read magazines
9. Do their homework
10. Do chores
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