Virgin Media Research Highlights the Importance of Play for Mental Health and Well-being

To coincide with National Play Day, which runs from July 13 -21, with the theme, ‘Time to Play’, Virgin Media, in partnership with Ipsos B&A, has commissioned research to highlight the crucial role of play in enhancing well-being and overall quality of life. The research reveals alarming statistics such as three in five young people are experiencing burnout, with those under 35 significantly more affected (61%) compared to older generations (12%).

The study also found that young people are less satisfied with their quality of life, with around 59% of young adults being overall satisfied with the quality of life compared to 80% of those over 65. Despite these challenges, an overwhelming 86% of young people want to incorporate more play into their lives. Also surprisingly was the finding that 57% of respondents agree that play is more important than financial success.

The research underscores the serious barriers to play, including time commitments, not having the required energy or head space, the cost-of-living crisis, and loneliness. As a result, 65% of respondents feel that the government should do more to encourage play, while 63% believe brands have a role to play.

The findings reveal that 38% of young adults believe Irish people are too serious for play, compared to only 20% of those over 65. It also found that 56% of 25-34 year olds think other countries engage in more play than Ireland does.

This sentiment underscores the need for societal change in attitudes towards play, with 65% advocating for government action and nearly half supporting the idea of a national play day for adults and children.

As summer is upon us, 39% of Irish adults expressed a desire to go on holiday more frequently, specifically to engage in play. With 87% agreeing that play improves quality of life, the call for accessible and affordable play activities is louder than ever.

Richard Hogan of TherapyInstitute.ie highlights the importance of play: “Play is not a frivolous activity, it’s a fundamental component of our lives. From online virtual reality adventures to real life play and connection, play increases brain functions, decreased stress and improves wellbeing overall. Play is not just for children, it’s for all of us at all stages in life.”  

Paul Higgins, VP of Commercial at Virgin Media, said: “Virgin Media believes in the power of Play and this survey underlines the role our products and services have in providing connection, learning and entertainment – all key to play. With those products and services being used more and more we continue to enable digital play as our homes have become our offices, gyms, gaming hubs and cinemas.

“With Virgin Media bringing Ireland’s best broadband to more areas nationwide it allows more customers to escape into a world of play, and this increased usage and in home experience can empower our customers to unleash their play, in whatever way they choose.”

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