Post on 10-Mar-2016
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Sample size achieved
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**We conducted 397 face to face pen and paper interviews across 4
Emirates of the UAE. Our respondents were mothers with
children aged between 2 – 12 years old
Understanding the playing behavior of children in UAE
Nationalities achieved
Emiratis 81
Expat Arabs 77
Expat Asians 183
Westerners 56
Cities achieved
Dubai 160
Abu Dhabi 160
Fujairah 38
Rak 39
Age Group achieved
2 – 5 years old 137
6 – 8 years old 136
9 – 12 years old 124
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Summary description of our respondents
50 50 Male Female
Gender of child
35
34
31
2 - 5 years old
6 - 8 years old
9 - 12 years old
Age group of child
%
40 40
10 9
Dubai Abu Dhabi Fujairah RAK
Understanding the playing behavior of children in UAE
Location of the Respondent
6 24 70
SEC A SEC B SEC C
Socioeconomic Class of Respondents
Nationality of Respondent
20
19
47
14 Emiratis
Expat Arabs
Asians
Westerners
Base:397
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2 What proportion of their daily life is spent Playing
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How do kids spend their time across each day?
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Understanding the playing behavior of children in UAE
14 13 13 13 15 19 20
86 86 87 86 83 78 78
1 2 3 2
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Playing Activites Non Playing Activities Visit to Indoor Entertainment parks
Weekends witness a significantly higher increase of playing activities. As compared to the rest of the week.
We also see an increase in visits to the entertainment parks over the weekends.
%
Base all responses: 397
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How much do kids in the UAE play..?
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In order to understand this question we have developed a “ CHILDREN’S PLAY INDEX”
What does this index mean?
The index defines / puts into perspective the share of Playing time among other daily activities.
Higher the index the more time kids in the UAE spend on playing and other fun activities.
Understanding the playing behavior of children in UAE
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How much do kids in the UAE play..? Children’s Playing Index
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Children’s Play Index i.e. time spent playing in the UAE
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No ‘play’ activity ‘Play’ All the time
DXB : 31
FUJ: 40
RAK: 33
AUH : 30
Understanding the playing behavior of children in UAE
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How much do kids in the UAE play..? Children’s Play Index
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Overall Sunday Monday Tuesday Wednesday Thursday Friday Saturday
32
26 26 25 27
32
42 43
Weekends witness a significantly higher increase of playing/recreational activities as compared to the rest of the week.
Understanding the playing behavior of children in UAE
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Children’s Play Index by Demographics
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2-5 years 6 -8 years 9 -12 years
35
31 28
Emiratis Expat Arabs ExpatAsians
Westerners
31 30
38
32
Western kids tend to spend a significantly higher proportion of their time on playing activities as compared to other nationalities.
As expected kids in the younger age groups spend relatively more time playing as compared to the older kids.
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3 What kind of playing activities do children in UAE engage in?
Understanding the playing behavior of children in UAE
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What are the different playing activities that the children engage in?
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29
58
12
Outdoor Playing Indoor Playing
Sport Playing
Spend time playing video games / other
technology games
Spend time playing more conventional
games
50%
50%
More among the younger age groups
Base all responses: 397
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What are the different playing activities do the children engage in?
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29 24 21 22 22 29 42 36
58 63 66 64 66 58 48
51
12 13 13 14 12 13 9 14
Overall Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Outdoor Playing Indoor Playing Sport Playing
In UAE children of all nationalities engage more in indoors activities than they do in sport & outdoors activities.
Base all responses: 397
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What are the different playing activities do the children engage in?
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29 36 27 27 23 25
33 30
58 60
61 57 68 67 53 47
12 4
11 16 8 8 14
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Overall 2 to 5 Years 6 to 8 Years 9 to 12Years
Emiratis Expat Arabs Expat Asians Westerner
Outdoor Playing Indoor Playing Sport Playing
Arabs are more into indoor playing as compared to other nationalities while the western children are more into sporting activities.
Base all responses: 397, 137 , 136, 124, 81, 77, 183, 56
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With whom do they play?
62
44
42
38
33
24
11
7
5
Alone
With Their Siblings
With Both Their Parents
With Their Friends
With All Their Family
With Their Mom
With Their Dad
With Their Cousins
With Their NannyBase: (348)
Emiratis Expat Arabs
Expat Asians
Westerners
Base 76 69 155 48
Alone 65 71 57 63
With Their Siblings 59 49 35 37
With Both Their Parents
34 28 53 45
With Their Friends 30 28 45 47
With All Their Family 54 50 17 23
With Their Mom 4 15 37 38
With Their Dad 10 7 13 12
With Their Cousins 14 10 2 2
With Their Nanny 10 0 4 23
All figures in %
Children in the UAE generally play alone or with their siblings. For Locals and Expat Arabs playing takes place with the rest of the family, where as western children and Asians spend more time with their friends and their mom. While nannies also play an important role in western and local families
Understanding the playing behavior of children in UAE
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Professional coach activities
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Understanding the playing behavior of children in the UAE
Q9.1. You mentioned that your child participates in… Can you please let me know where these activities usually take place?
Training in a sport
Courses on art
Language courses
Training in a sport
Courses on music
Courses on art
Language courses
Training in a sport
Courses on music
Courses on dance
Language courses
Learn abacus
Courses on music
Courses on dance
Language courses
Language courses
At school At home
At Educational Centers At a friend’s house
At an outdoor venue
*Numbers not shown due to low base sizes
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Type of games played in UAE
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53
37
32
31
26
23
20
20
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Memory Games
Puzzles
Word Games
War Games
Mathematical Games
Strategy Games
Guessing Games
Lucky Games
Other Games
Singing Games
Thinking Games
Non thinking Games
56% of UAE children mostly play thinking games
Memory games and puzzles are preferred in UAE
War games are preferred by boys while singing games are preferred by girls
Q10/11. Can you please tell me what type of games does your kid like to play / play the most? Base:397
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Type of games played in UAE By Nationality
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%
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24
25
27
29
40
40
42
48
66 Memory Games
War Games
Puzzles
Word Games
Strategy Games
Singing Games
Mathematical Games
Guessing Games
Lucky Games
Other Games
Emiratis (81)
17
29
30
22
19
47
48
38
50
61
Expat Arabs (77)
25
16
20
35
15
13
31
64
19
44
Expat Asians (183)
23
12
19
42
16
20
35
50
21
43
Westerners (56)
Memory games and war games are significantly preferred by Arab children, while Mathematical games
are preferred by Westerner children and puzzles by Asians
Q10. Can you please tell me what type of games does your child likes to play ?
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Understanding the playing behavior of children in UAE
Base:397
What are Children Exposed to…?
46%
49% 45%
44% 41% 38%
38% 34%
31%
27%
26%
23%
11%
Avg. No Of Toys :
4.6
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THANK YOU
Understanding the playing behavior of children in UAE