For this month's issue of Reaction we talked to kids about how much free time they have, how they spend it and whether all the things occupying their time are causing them to feel stressed. Those who market to kids, entertain them or provide them with services should all know how kids are spending their free time and how they feel about it. Reactorz qualitative research can shed some light on how kids feel about their busy lives.
We first asked Reactorz members what they did when they weren't in school. The traditional pastimes of hanging out with friends and watching TV are still popular but there are so many other choices available to most kids these days: team sports and sports classes, playing or working on the computer, reading, playing the piano, dance classes and organized clubs such as Girl Guides/Boy Scouts. Still sounds pretty normal, right?
But then add in homework and family obligations and the kids start to feel over-booked and even stressed. Overwhelmingly the kids said they didn't have enough time to do all the things they wanted to do - and these missed activities were as basic as spending time with family and friends. What's the major culprit? In their view it is homework. The kids feel that when they are done their homework and have participated in all of their scheduled activities there is very little time left for unstructured 'free' time. Kids as young as ten years old were telling us they no longer remembered what 'free time' meant.
The easy conclusion is that these kids are getting too much homework and we need to simplify their lives. But how much homework are they really getting? The results just don't add up. Most of the kids are doing less than an hour of homework a night, unless there's a major project or test. Many of them try to do their homework in class time to free up their after school time.
So what else could be causing this feeling of stress? Other factors cited were tests, grades, what to wear, friends and family conflict either witnessed or participated in. As they get older not only does school become more of a stress factor but as well world politics, the future and other non-personal factors were identified. And then for some kids the stress came from 'life' in general.
How to deal with it? The younger kids are not too clear on that point. They try to organize themselves with agendas and day timers, study more and think positive thoughts. At this age they seem to be struggling to find effective stress-relievers. By the time they hit their teens they've discovered hot baths or showers, creative outlets, friends, sleep and hitting things.
Insight: There's no doubt about it - kids are feeling stress. It's easy to blame too much homework and overscheduled activities. But is this really the culprit? Or are they emulating their parents as they find it harder and harder to juggle work and family?
This research raises as many questions as it answers. What really is causing this general feeling of stress that our kids are reporting? Is it worse than now than it has been in the past? How can we help our kids handle the pressure? For now we know it is there and as youth market specialists we should try to express our understanding of the complexity of their world when we deal with kids. It isn't just that there is more competition for a child's free time but that this competition is in some way creating pressure for the child. Is the solution simplification or is it providing tools for managing an increasingly more complex world?
Other interesting links:
To find out more about Reactorz contact us online at
www.reactorzresearch.com. Or call 416-516-0705.
Reactorz is a youth-powered research engine. Our online community of kids ages 7 to 22 provide their opinion and insight into current events, issues, creative & product design, entertainment and communications strategies. Reactorz parent company Big Orbit gathers this information and empowers clients by connecting them with this target group through strategic consulting and creative development. For over a decade, Big Orbit has worked with corporate, government and non-profit organizations such as: Kraft Canada, Junior Achievement of Canada, Concerned Children's Advertisers and Key Porter Books. For a complete list of clients and case studies please visit
www.bigorbit.com or
www.reactorzresearch.com.
