What Do the Kids of 2013 Really Want?

LONDON, October 29, 2013 /PRNewswire/ --

When it comes to keeping the kids happy, new research reveals it's not all about expensive holidays and a playroom full of toys.

The study from IKEA shows the key to a happy family life is actually closer to home, with over half (55%) of UK children and teens saying spending time with their family makes them happiest of all.

Despite the rise of technology in young peoples' lives, family time still rates higher than playing on computers, iPads or smartphones.

The study, which surveyed both children and their parents, found that having family dinners (29%) playing in the garden (26%), being read a story by mum or dad (20%) or even helping their parents out around the house (14%) surprisingly make children happier than these things did for their parents.

When asked about their own childhoods, nearly half (43%) of parents polled say they had less quality time with their own parents than they do with their children today.

Of all aspects of family life, eating dinner together remains important for young people throughout their childhood, with one in three (29%) 15-18 year olds still enjoying this tradition as they reach adult life.

When asked about their happiest memories of the year so far, children named moments such as "family dinners at home", "learning to ride a bike" and "birthday parties at home" - suggesting the simple things in life are still a treasured part of growing up.

And when it comes to where children like spending time the most, it seems kids' bedrooms hold top priority, with nearly three quarters (73%) saying their own bedroom is the best place in the house.

This is followed by the living room (44%) and garden (20%), showing communal family areas are still a valued part of family life.

What kids really want

At a time when families are already facing increased financial pressures, the research reveals a third (33%) of parents believe having more space in the home would make their children happier.

Yet worried parents should take heart. When children were asked the same question, half (50%) of those polled said simply having an input into the way their bedrooms were decorated would make them feel happier than living in a bigger house (26%).

IKEA spokesperson Gemma Arranz said: "Spending more time together as a family is the main concern for parents, with three quarters (75%) believing this is the key to a happy family life.

"Parents should be encouraged by the findings, as the study shows it is possible to bring the family together and make everyone happy without spending a fortune. It's about finding ways to integrate children into the home and giving them a little creative control over how it looks and feels. As an expert in life at home, IKEA has an array of clever product solutions that help families make lasting memories from the everyday."

As part of the research, IKEA has been working with psychotherapist and children's counsellor Phillip Hodson of the UK Council for Psychotherapy, to give advice for families wanting to make their homes a happier place.

Here are Phillip's top tips for making your children's home life happier:

• "Plan to do a proper family dinner once weekly, letting the kids help choose and prepare the food."
• "Always consult the children about bedroom furnishings. You don't have to accept black walls and ceilings but their space needs to be personal."
• "Often the most precious present you can give your child is your time - even if you just listen or play."
• "Happy children know they have a lot to learn and don't necessarily get their own way - so don't overpraise."

Visit http://www.ikea.co.uk/familytogether for more inspirational ideas to bring the family together

Notes to editor

About the research

• Research was conducted online among a nationally representative sample of 2,000 British adults and 1,000 children aged 7 - 18 years in October 2013. The research was carried out in conjunction with Opinion Matters.
• The purpose of the research was to reveal what really makes children and teenagers happy and whether parents really know the answers themselves.

Spokespeople

• Gemma Arranz is the Communication and Interior Design Manager for IKEA UK and Ireland.
• Psychotherapist Phillip Hodson was Britain's first 'Agony Uncle' and was a regular children's counsellor for six years in the 80s on BBC1's Saturday Superstore and Going Live. Over the last 30 years he's seen how children's needs and wants have changed and he gives his insight and advice.

About IKEA

• IKEA is the world's leading home furnishing retailer with a grand total of 298 IKEA stores in 26 countries/territories that are visited by 690 million people every year.
• IKEA UK has 18 stores and IKEA Ireland has 1 store. IKEA had 41.3 million visitors in the UK stores, an average of 2.29 million per store, in the year to 31 August 2012. The first IKEA store in the UK was opened in Warrington in 1987.
• The IKEA Group has 139,000 co-workers in 41 different countries over four continents. There are 7,200 employees currently working at IKEA UK and Ireland organisation. Sales for the IKEA Group for the financial year 2012 increased by 9.5 per cent to a total of 27 billion Euros compared to 2011.  More information can be read in 'Welcome Inside', available here.
• The 2013 IKEA Catalogue was printed in The IKEA Catalogue was printed in 212 million copies, 29 languages and 62 editions. There were 1 billion visits to the IKEA website during FY12, up 21.8% vs 2011.
• IKEA has a range of 9,500 different home furnishing products. The company was established in 1943 by Ingvar Kamprad at the age of 17, in Småland in Sweden.

http://www.ikea.co.uk

For further press information contact the IKEA press office:

BWP Primal
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