Kids and Parents Alike Need More Time to “Be Kids”
EAST HANOVER, N.J. - Wednesday, February 1st 2012 [ME NewsWire]
(BUSINESS WIRE)-- The results of a new global report released today by
the OREO brand and Ipsos Public Affairs indicate that from China to
Poland and Portugal to Venezuela, the spirit of childhood – that is, the
chance for children and adults alike to enjoy simple, carefree moments –
may be destined for the endangered species list. The report reveals
that the vast majority of parents surveyed believe today’s kids are
growing up quicker than previous generations. In fact, seven out of 10
parents worldwide say their children should have more time to ‘just be
kids.’
The idea that the spirit of childhood is on the decline is true not only
for kids, but also adults. Parents everywhere yearn for the type of
lighthearted enjoyment they had when they were kids. In fact, a majority
of parents worldwide (59%) say they don’t have fun on a daily basis and
54 percent say they rarely experience the feelings of delight they did
when they were children.
The “Global Spirit of Childhood Report,” conducted by Ipsos Public
Affairs on behalf of OREO, measured the spirit of childhood around the
world in an effort to understand if people, both young and old, take the
time to experience the simple joys of being a kid.
“As we regularly talk with consumers worldwide, we consistently hear
about the importance of experiencing the carefree feelings of childhood
at any age,” said Sheeba Philip, Global Brand Director for OREO. “We
believe this sentiment is more important now than ever before, so we
conducted this research to learn more about the spirit of childhood
worldwide.”
Family Fun: Worth Its Weight in Gold
While the report suggests the spirit of childhood may be at risk,
parents’ desire to have fun with their children isn’t weakening. Three
out of five parents (63%) say spending time having fun with their kids
is more important to them than it was to their own parents when they
were growing up.
Carefree fun has become such a rare treat for parents and their children
that it’s worth its weight in gold – literally. More than half of
parents surveyed in countries like Mexico (54%), Peru (58%) and India
(77%) say they would trade part of their salary in exchange for more
time with their kids. And, four out of five parents surveyed across all
20 countries even say having fun as a family is “more important than
anything else.” Despite this overwhelming desire, 59 percent of adults
are not spending moments of carefree fun on a daily basis.
Technology: A Double-Edged Sword
In a fast-motion 4G world, technology and social media have an
increasingly dramatic impact on the dynamics of family life. While 67
percent of parents globally agree that technology helps their family
stay connected, it may come at a cost. When they’re spending time as a
family, nearly half of parents (48%) say that their families are
distracted by technology. No group may experience this more than working
parents, more than half (55%) of which say their mobile devices and
computer technology mean it is too easy to stay connected to work when
spending time with family at home.
For today’s kids who have grown up with technology, its presence
influences how they spend time with their parents and families. Just
less than one-quarter of parents globally (23%) say they communicate
more with their children through technology than in-person. In
fast-growing economies like China and India, where research shows
technology plays a significant role in daily life, the number of
percentage points for parents surveyed increased to 52 percent and 42
percent, respectively.
There Is Hope
Despite pressures and distractions that affect the time families spend
together and the state of childhood today, there’s hope. In fact, 88
percent of parents say they’re committed to making sure their kids don’t
miss out on childhood and a majority (77%) say they themselves want to
be more carefree like when they were children.
“Across continents and cultures, one thing we have in common is the
desire to celebrate the kid inside all of us. 2012 marks the 100th
birthday of OREO. In recognition, we’ll be finding more ways to
celebrate the spirit of childhood and make special, simple moments
happen for families and OREO fans around the world,” said Philip.
About The Survey
The survey was conducted during a six-week period between November and
December of 2011. More than 7,000 parents with children under the age of
18 participated in this study. Local surveys were conducted via online
or in-person interviews in 20 countries, including: Canada, China,
Colombia, Costa Rica, Ecuador, France, Germany, India, Indonesia,
Malaysia, Mexico, Peru, Poland, Portugal, Puerto Rico, Romania, Spain,
the United Kingdom, the United States and Venezuela.
ABOUT KRAFT FOODS
Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an
unrivaled portfolio of brands people love. Proudly marketing delicious
biscuits, confectionery, beverages, cheese, grocery products and
convenient meals in approximately 170 countries, Kraft Foods had 2010
revenue of $49.2 billion. Twelve of the company’s iconic brands –
Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, OREO, Oscar
Mayer, Philadelphia, Tang and Trident – generate revenue of more than $1
billion annually. On Aug. 4, 2011, Kraft Foods announced plans to
divide and create two independent public companies: a high-growth global
snacks business and a high-margin North American grocery business. The
transaction will take at least 12 months to complete, during which time
plans regarding the structure, management, governance and other matters
will be announced. A leader in innovation, marketing, health &
wellness and sustainability, Kraft Foods is a member of the Dow Jones
Industrial Average, Standard & Poor's 500, Dow Jones Sustainability
Index and Ethibel Sustainability Index. Visit
www.kraftfoodscompany.comand www.facebook.com/kraftfoodscorporate.
ABOUT OREO
OREO is the world’s favorite cookie, enjoyed by families and friends in
more than 100 countries around the world. As one of Kraft Foods’ 12
“billion-dollar” brands, OREO is the best-selling biscuit of the 21st
century with more than $1.5 billion in global annual revenues. The OREO
cookie twist, lick and dunk ritual has become the signature way to enjoy
this iconic cookie for many different cultures around the world. OREO
has a Facebook community of more than 23 million OREO lovers around the
globe, representing 200+ countries and dozens of different languages.
OREO ranks among the top five brand Facebook pages in the world. OREO
will celebrate its 100th birthday on March 6, 2012.
ABOUT IPSOS
Ipsos is a leading global survey-based market research company, owned
and managed by research professionals that helps interpret, simulate,
and anticipate the needs and responses of consumers, customers, and
citizens around the world. Member companies assess market potential and
interpret market trends to develop and test emergent or existing
products or services, and build brands. They also test advertising and
study audience responses to various media, and measure public opinion
around the globe.
They help clients create long-term relationships with their customers,
stakeholders or other constituencies. Ipsos member companies offer
expertise in advertising, customer loyalty, marketing, media, and public
affairs research, as well as forecasting, modeling, and consulting and
offers a full line of custom, syndicated, omnibus, panel, and online
research products and services, guided by industry experts and bolstered
by advanced analytics and methodologies. The company was founded in
1975 and has been publicly traded since 1999. In 2010, Ipsos generated
global revenues of €1,140.8 million ($1.6 billion U.S.). Visit
www.ipsos.comto learn more about Ipsos offerings and capabilities.
Contacts
Kraft Foods
Basil Maglaris, 847/646-4538
news@kraftfoods.com
Weber Shandwick
Ashlie White, 312/988-2114
adwhite@webershandwick.com
No comments:
Post a Comment