Information & Insights from The DDB Life Style Study Update August 2013

As the nations school-age children gear up to head back to school, we offer some attitudes from US parents about school, homework and the time of year. While the kids might be sad to have their vacations end, the majority of parents are happy to get their households back into a routine. While Moms are more likely than Dads to be counting the days before the kids are back in school, they are definitely more sympathetic than Dads when it comes to the length of the school day, school year, and amount of homework their kids have each night. Age of parents and age of children do not appear to have any impact on these attitudes.
Parents with School Age Kids Statement - % Agree When back-to-school time rolls around Im happy to get the household back on a routine/fixed schedule. When back-to-school time rolls around Im as bummed as the kids are because the schedule makes life harder in our house. n=1580 76% Moms of School Age Kids n=834 75% Dads of School Age Kids n=746 77%

24%

25%

23%

83% When the kids are out of school for the summer Im glad to have them around. When the kids are out of school for the summer Im counting the days before they go back to school. If it were an option for your kids to attend school for more hours each day, would you want that? If it were an option for your kids to attend school for more months of the year would you want that? If your kids could have a longer school day instead of being assigned homework would you want that? Which best describes the amount of homework your kids have each night: Its not enough Which best describes the amount of homework your kids have each night: It seems like the right amount Which best describes the amount of homework your kids have each night: Its too much 70% 17%

81%

86%

19%*

14%

44%

37%*

51%

47%

42%*

52%

51%

49%

53%

13%

12%

14%

69%

72%

17%

19%*

14%

*significant difference between groups

The DDB Life Style Study is the nation's longest running and largest longitudinal study of attitudes and behaviors. Conducted annually since 1975, the sample is balanced to the US Census on gender, age and race. This proprietary survey, with its 600+ questions, enables DDB to provide exceptional insight into American consumer attitudes and behaviors. The 2013 study was fielded among 6429 respondents during January 2013. 2013 DDB Worldwide Communications Group Inc.