Modern Day Mums:

‘We’re too busy to Play!’

New research released today reveals that Britain’s parents aren’t participating in enough sport or physical activity with their children -  42 per cent of parents admitted they only participate in activities once a month. 

Of those surveyed, it seems that mums are struggling the most.  Almost one in four said they never join in with their kids activities, compared with one in five dads, suggesting mums are losing out on valuable time spent with their kids.

The national survey, commissioned by Nestlé, is based on a poll of over 1,100 mums and dads with children aged between 5-16 years. The results have been released to mark the launch of Nestlé’s GO FREE initiative, endorsed by double Olympic Gold medalist Daley Thompson – the offer entitles children and families access to free sports and activity sessions across the UK and ROI.

Key findings also revealed that 70 per cent of mums agreed that they’re more worried about their children being active than their own exercise regime.  With busy schedules and live-to-work lifestyles, many mum’s are finding themselves taxiing their children to and from events, leaving less time to actively participate in activities as a family.

Speaking at the launch of Nestlé’s GO FREE initiative, Britain's most loved Olympian* Daley Thompson, urged parents to get active this summer and spend more time having fun as a family. Through supporting this campaign its Daley’s hope that parents will start making more time for fun activities as a family.

He commented: “It's a worrying trend that families are spending less and less time together. Being active is vital to a healthy and balanced lifestyle, and it is so important that parents get involved, and start enjoying spending more time with their children.  Kids need to be encouraged to take part and try something new, so it is our responsibility as parents, to ensure we encourage them by getting involved and enjoy fun activities.”

He added: “There's nothing wrong with playing computer games, but there is no substitute for real activity. There has to be a balance. It’s very hard for parents to keep their kids busy, but it just means we have to be creative about how to keep them entertained, and find activities to participate in, before we all get lazy.”

“That's why initiatives like Nestlé GO FREE are so great because they help parents create fun and entertainment without it costing an arm and a leg. You never know, your child might find they have skills they never knew they had.”

Other key findings:

• Over a quarter of youngsters aged between 5 and 16 are still not taking part in any daily activity at all.
• Although parents surveyed were aware their children did too little activity, 54% put this down to associated costs.
• 70  per cent of parents felt that the current economic downturn will mean that they can't spend as much on keeping kids active, and therefore their kids may loose out this summer.
• 68 per cent of children are apparently happy playing sports-related computer games.
• One in five children spending an hour a day or more playing sports computer games.
• A hardcore 11 per cent play for two hours or more per day.

Nestle GO FREE

Nestle GO FREE is an on-pack voucher collection scheme which gives UK children and families, access to sports and activity facilities across the UK, encouraging them to be more active.

You can find GO FREE vouchers on special packs in store. Products to choose from include Shredded Wheat, Cheerios, Shreddies, Nesquik, and Golden Nuggets, Nestlé Confectionery including Fruit Pastilles, Milky Bar, Smarties, Buxton Water, and Herta Frankfurters! Just look for Daley Thompson and the GO FREE logo on the label.

There are over 3,000 participating venues in the UK & ROI, offering access to sports, activities and lessons to UK children and families. There are over 25 million free sessions to be redeemed from the GO FREE promotion across the UK and ROI. That’s an average 4 free activity sessions per child.

Available in store now, the vouchers/wrappers are valid until 31st July 2009. For more information about the promotion, including how to locate the nearest participating sporting venue, visit the promotional website at www.nestle-gofree.co.uk or call the helpline number on 0845 450 6646 (UK) or +00 44 845 450 6646 (ROI).

* Thompson IS Britain's favourite Olympic athlete. A survey conducted by MPG has revealed that Thompson is by far the British public's favourite Olympian.

The Independent research was commissioned by Nestlé GO FREE, and carried Opinion Matters In April 2008, and is based on a poll of 1100 Mums and Dads with kids between 5-16 years of age.