New research has revealed that UK children are spending less time outdoors than ever, with city kids being hit the hardest. The study, conducted by
TK Maxx, has found that the average London child goes outside for
only 45 minutes each day. The poll of 2,000 parents with children aged 5 to 15 years old, found that the average child in London will spend as many as
3 days inside in a row – the highest of any UK region. 

The survey by labels-for-less retailer TK Maxx also revealed that
61% of London parents believe they spent more time outdoors as a child than their children do now. The average parent in the capital spends up to three hours a week (2.98) just trying to convince their kids to ditch the screens and head outside.

85% of London parents want their children to get more
fresh air and exercise, with 60%
acknowledging the positive impact this can have on their child’s health and well-being. In total, a whopping
98% of parents in the city said they see positive changes, such as better moods, when they finally get their little ones outdoors.

When asked why their children were spending so little time outdoors, the top reasons included
social media
and screens being too addictive, complaints about the
weather, and children simply not wanting to. The research also found that not having appropriate or
trendy clothing was putting children off from heading outside.

In fact, only
12% of parents say their children have clothes that they think are trendy, and
26% believe their child would go outdoors more if they did have a trendy wardrobe – this was higher in London than any other UK region. What’s more, almost
half (47%) of London parents believe that having access to sporting equipment at better value would also encourage their kids to spend time outside.

Having active wear and sports equipment that is stylish, but also affordable is clearly a priority for London families: parents (45%) say they would
be more likely to buy big brand active wear for their children if it didn’t break the bank.

To help city kids get out and play this spring and summer, TK Maxx has an exciting new selection of big-brand activewear and sports equipment tailored for active youngsters,
all under £14.99. Landing in stores and online at tkmaxx.com
throughout April, the collection includes top-quality sports apparel, equipment, accessories, and toys, catering to ages 5-15. From footballs to rollerblades,
sneakers to goggles, TK Maxx offers huge deals on the best brands of sportswear and equipment to encourage outdoor play.