UK is raising savings-conscious, outdoors loving, but stressed out generation of children

Children today want a simple childhood: playing outside with friends, no stress, less advertising and saving up their pocket money according to a survey launched today by charity 4Children. However, ipods and gameboys are still high priorities for children illustrated by the fact they know how much they cost but don’t know the price of a pint of milk or a loaf of bread.

Six hundred children aged 4-16 across the country were surveyed to celebrate Shout Out 4Children Week with surprising results, including the fact that most children prefer to save their modest £3.43 pocket money rather than spend it all. They believe a pint of milk is £2.36 and a loaf of bread is £3.20 but can correctly guess the cost of an ipod and gameboy, showing they know exactly what they want to spend their money on.

Contrary to public opinion, today’s children still, like generations before, prefer hanging out with their friends (68%), playing sports (63%) and want to play outside more than already do(62%). But equally they have adapted to today’s fast moving, technological world - 60% feel safe when they go on the internet but worryingly 23% said they have been contacted by strangers through the internet, by text or by mobile.

The survey also shows that most children know what’s good for them in their lives - half of children surveyed are stressed by homework and exams and 77% believe that they are faced with too much advertising. Eight out of ten children say they like eating vegetables and fruit. Nine out of ten said that they eat healthily.

Children still feel their views are not being heard Less than half feel that adults listen to their opinions and views about what they want. Asked what would make their lives better, 74% said being treated with respect and 75% said being listened to by adults.

Anne Longfield, Chief Executive of 4Children said: “This survey show that children have strong views about what they want for their childhood. And whilst our world is changing, our children are adapting in a very practical way – embracing new technology but still wanting a simple, relaxed, fun childhood. In direct contrast to the bad press we are so familiar with, this survey shows that children take respect for themselves and others seriously. It is up to us to listen to them.”

Other highlights of the survey are:

• Nearly half of children and young people have their own mobile phone (26% of 4-7s, 51% of 8-11s, 79% of 12-16s) 
• They believe that a pint of milk costs £2.36, a loaf of bread costs £3.20. More accurately they predicted the cost of an ipod at £119.67 and a Gameboy at £96.72
• Children surveyed get an average of £3.43 pocket money
• Stopping people smoking and stopping bullying are the two things which would make life better for most children (80%)
• 74% save their pocket money
• 77% think there are too many adverts on television
• 65% of children feel safe playing outside their home without an adult
• 62% would like to play outside more than they do already

Shout Out 4Children Week (26 June -2 July), with its theme this year of Childhood Today will see children telling adults, policy makers, childcare workers and parents what kind of childhood they want and deserve. The Week, part of National Sure Start Month, will also highlight the issues that are really important to children. It is also a chance to put a spotlight on activities and work done with children and families every day.

Download a complete breakdown of the Buzz Survey here

Download the questionnaire here

For more information contact:

Gavin Jones
Senior Press Officer
Email: Gavin.Jones@4Children.org.uk
Tel: 020 7522 6925

Katherine Abbott
Head of Communications
Email: katherine.abbott@4Children.org.uk
Tel: 020 7522 6928

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