Televisions, iPads, smartphones and laptops have kept us more connected - and entertained - than ever before.
But all of this technology is, experts warn, turning our children into hermits.
And, more importantly, it could be damaging their health.
Dr. Pooja Tandon told TIME magazine that spending time outdoors is especially good because it helps with the physical, mental and cognitive development of a child.
Exercise or physical activity is especially important because it helps control weight, reduces blood pressure, raises HDL (or "good") cholesterol, reduces the risk of diabetes and some kinds of cancer and improves psychological well-being of a child.
It is for this reason that health experts recommend that children aged 2 and older should be involved in** at least 60 minutes of moderate intensity physical activities each day**.
But, shockingly, new research has shown that British children only play outside for an average of 49 minutes a day.
Which may sound like a lot but, when you compare it to the 127 minutes spent playing indoors, begins to raise some concerns.
The study, conducted by Persil, revealed that children as young as six years old prefer to watch TV or play on a smartphone or tablet than spend time outdoors (22%).
But why?
Well, almost half of children (41%) blame the weather for their reluctance to get outside - and a fifth (20%) described outdoor activities as ‘too boring.’
And, unsurprisingly, parents are increasingly worried about how to entice them out.
In a bid to help get kids outdoors, Persil have teamed up with the Roald Dahl Literary Estate to launch ‘My Messy Adventure’, a new interactive adventure story enriched by the outside world.
Taking advantage of the fact that children are in love with technology, ‘My Messy Adventure’ encourages families to combine the power of their smartphone or tablet to experience the great outdoors right on their doorstep.
The interactive story allows every child to be the hero of their own Roald Dahl story whilst bringing together some of the best-known Roald Dahl characters, including James (James and the Giant Peach), Matilda and The Witches, in the same adventure for the first time, enhanced by the iconic illustrations of Quentin Blake.
Luke Kelly, MD of the Roald Dahl Literary Estate and Roald Dahl’s grandson, says: "My grandfather strongly believed that children should race outside to climb trees, study insects, jump in puddles, kick a ball around or just ‘muck about’.
“He thought that all children need fresh air, freedom and crazy adventures on a regular basis. He would certainly encourage you to get as muddy and messy as possible, before returning your dirty clothes to mum or dad."
He continued: "My Messy Adventure cleverly harnesses the technology kids use on a daily basis, along with the irresistible lure of some of Roald's most beloved characters and creatures, to encourage kids to get out and about and discover the wonders of nature, small and large in their own messy, anarchic adventures."
Free to play at www.persil.co.uk/Roald-Dahl, My Messy Adventure can be enjoyed anywhere from the back garden to a local park or woods, and will hopefully encourage families to get outside and go exploring this summer.
Will you and your family be getting stuck in?