Pampers Sleep Survey

Toronto, ON - A new Ipsos Reid survey conducted on behalf of Pampers finds that one in four (23%) parents of children 0-5 years of age sleep is or was "regularly" disturbed by their baby waking up in the middle of the night. Another 36% is/are "sometimes" disturbed.

Six in ten (61%) parents are interested in obtaining more information to help them establish good sleeping patterns for their child, with two in ten (19%) that are "very interested." Moreover, 6% of parents indicate that they don't have enough information to help them establish good sleeping practices for their child.

So what do/did parents do to help their baby sleep or get back to sleep? Nearly all (95%) parents ensure that their baby's diaper is dry and comfortable (85% do/did this "regularly"); 79% use music or sing to their baby (44% "regularly"); 74% walk or rock their baby (41% "regularly"); 49% of parents rub their baby's stomach (16% "regularly"); and 44% give their baby a soother (29% "regularly").

Virtually all parents think "a comfortable, dry diaper" (98%), "good feeding practices" (97%), "a relaxing bedtime routine" (95%), and "a comfortable crib and bedding" (95%) are/were important in ensuring that their baby has a restful night sleep. Another three in four (76%) say "a quiet household" is/was an important factor in ensuring that their baby has a restful night sleep.

Finally, thinking of their baby's healthy development, 96% of parents think a relaxing bedtime routine is important, with 65% who say it's "very important." In comparison, 100% thinks attention and interaction from loved ones is important (97% "very"); 99% think good feeding practices is important (85% "very"); 92% think access to quality toys and other play items is important (45% "very"); and 90% think interactions with other babies is important (49% "very").

These are the findings of an Ipsos Reid/Pampers poll conducted from September 8th to September 12th, 2005. For the survey, a representative randomly selected sample of 581 adult Canadian parents of children 0-5 years of age was interviewed online. Parents were asked to refer to their child 0-3 years of age or think back to when their child was this age. If respondents were parents of more than one child 0-5 years of age, they were asked to refer to their youngest child. With a sample of this size, the results are considered accurate to within ?.1 percentage points, 19 times out of 20, of what they would have been had the entire population of adult Canadian parents of children 0-5 been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to the 2001 Census data.

Please open attached files to view full press release and detailed tables.

For more information on this news release, please contact:
Jenniffer McLeod
Senior Research Manager
Ipsos-Reid
416.324.2900
[email protected]

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