British children are increasingly favouring screen time over outdoor play, with startling new research showing that kids spend less than four hours a week exercising outside of school, compared to a total of 14 hours spent on electronic devices.

A survey of 2,000 parents with children aged between six and 17 revealed that children spend an average of five and a half hours a week watching TV, five hours gaming, and over four hours browsing social media. In stark contrast, they dedicate just three and a half hours to reading books.

The study, commissioned by AXA Health, underscores the challenges parents face in encouraging their children to be more active. A significant 69% of parents confess it’s difficult to motivate their children to exercise, with over half (53%) resorting to rewards or incentives.

Worryingly, 38% of parents report that their children view video games as a form of exercise, despite the obvious advantages of physical activity in the real world.

Two-thirds of parents believe their own exercise habits directly impact their children. Sky Sports presenter Simon Thomas can attest to this. He and his son Ethan teamed up with AXA Health to promote family fitness, undertaking challenges to test their strength and coordination.

Simon shared: “From the moment they’re born, our kids are mimicking and learning from what we do. One of the big challenges now is being present what I mean by that is being intentional about your time with them because there’s lots of pull on our attention.”

He and his son make a point to go for a run together two or three times a week, using it as an opportunity to bond. “When it comes to exercise, you’ve got to practice what you preach as a parent,” he emphasised.

The study highlights the increasing difficulty of striking a balance between screen time and outdoor play, especially during the colder months.

But Dr. John Burke, chief medical officer at AXA Health, highlighted the crucial role physical activity plays in children’s development:”Getting outdoors, playing sports or otherwise being physical, is just as important outside of school hours as it is inside of them.

“Beyond the physical benefits, such as improved strength and endurance, outdoor play encourages exploration, social interaction, and cognitive growth.”

And parents agree. They reported noticeable benefits when their children spend more time outdoors 41% say their kids sleep better, while 33% see an improvement in their overall positivity.

Dr. Burke further stated: “In an increasingly digital world, ensuring children have regular opportunities to exercise and connect with nature is more important than ever. Some ways we can motivate them to go outside are by encouraging them to try a new activity, by joining in and making it a family activity or perhaps by inviting their friends.

“Making it fun and following their interests is the first step to engaging your child the more you do it, the sooner it’ll be part of your weekly routine.”