Population Segmentation Outdoor Recreation, Physical Activity, and Health Sue Williams Senior Social Research Officer Countryside Council for Wales
Dec 17, 2015
Population SegmentationOutdoor Recreation, Physical Activity,
and Health
Sue Williams
Senior Social Research Officer
Countryside Council for Wales
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Aim of analysis:
Understanding the relationship
between:
• participation in outdoor recreation;
• levels of physical activity;
• derived health benefits
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Analysis based on data from the Welsh
Outdoor Recreation Survey:
• Household Survey of over 6000
residents of Wales
• 12 months continuous fieldwork
• Representative of the adult population of
Wales
• Detailed questionnaire covering all
aspects of recreation, physical activity and
demographics
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Methodology:
Multivariate analysis based on
interaction between 3 variables:
• Frequency (5 x week)
• Duration (150+ minutes / week)
• Intensity (moderate to high)
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
7 segments fit into 3 ‘Zones’:
Red Zone Amber Zone Green Zone
14% of pop’n 56% of pop’n 29% of pop’n
2 segments 3 segments 2 segments
Least Active Low to Moderate Highly Activeactivity
No / limited Some health Maximum health health benefits benefits benefits
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Red Zone
Segment 1: Non-Participants. 6%
• Combination of old age + disability• Associated ‘lifestyle’ factors: no car, no qualifications,
retired• No difference between men and women• Not related to deprivation (Community First, WIMD)• Very low level of Latent Demand• Barriers: combination of ‘Disability’ + ‘Poor Health’ +
‘Old Age’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Red Zone
Segment 2: Rare Participants. 8%
• Similar to ‘non-participants’ re old age + disability• BUT … also include ‘middle-aged’ and ‘working’• ‘Passive’ activities• Most likely to live in an urban area, but not related to
deprivation (Community First, WIMD)• High level of Latent Demand for ‘passive’ pursuits• Main Barriers: ‘Too Busy’ + ‘No Reason’ or
‘Poor Health’ + ‘Old Age’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Amber Zone
Segment 3: Infrequent, Low Intensity Participants. 9%
• Women with children; Not a dog owner• Not related to deprivation (Community First, WIMD) or
location• ‘Passive’ pursuits, motivated by ‘entertaining children’• Visits Playgrounds, Local parks, Beaches• Moderately high level of Latent Demand• Main Barrier: ‘Too Busy’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Amber Zone
Segment 4: Frequent, Low Intensity Participants. 21%
• Dog owners; No children• Rural residents, but not related to deprivation (Community
First, WIMD)• ‘Walking’ in local areas (Parks and Farmland)• Motivated by functional needs: ‘To walk the dog’• Low level of Latent Demand• Main Barriers: ‘Too Busy’ and ‘No Reason’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Amber Zone
Segment 5: High Intensity, Infrequent, Under 150 min. 26%
• Young /middle ages (25-44); educated, working and affluent• Neither location nor deprivation have any effect• ‘Active’ pursuits: running and cycling, in local areas (parks
and roadside tracks)• Motivated by ‘Health and Exercise’• High level of Latent Demand• Main Barriers: ‘Too Busy’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Green Zone
Segment 6: High Intensity, Infrequent, Over 150 min. 12%
• Men, middle-aged, with children, no dog• Highly educated and working• No difference re rural / urban or Community First, but in
top 10% WIMD• ‘Active’ pursuits and ‘Days Out’ – mountains, woods, coast• Motivated by ‘Participating in my Hobby’ and ‘Scenery’• High level of Latent Demand• Main Barriers: ‘Too Busy’ and ‘Lack of Places to Go’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Green Zone
Segment 7: High Intensity, Frequent Participants. 17%
• Dog owners, living in rural areas, and in top 10% WIMD• No difference between men / women, having children or a
car, or Community First Areas• Diversity of ‘Active’ pursuits: running, cycling, horse riding• Different locations: Woods, Mountains, Farmland• Range of motivations: ‘Health’, ‘Hobbies’, ‘Exercising Dog’• Lowest level of Latent Demand• Main Barriers: ‘Too Busy’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
So … which groups participate less?
… there isn’t a simple answer!
• Multiple attributes (combinations of age, disabilities,
genders, children, dog ownership and working status)
• Demographics have the greatest effect … followed by
‘lifestyle’ factors
• ‘Geography’ (where you live) has the least effect
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Non-participation associated with:
• combination of old age, disability and poor health
• but also those who are busy with low motivation
Low participation associated with:
• women who have children, but no dog
Low intensity associated with:
• dog owners (also likely to be older women)
Short duration associated with:
• educated, affluent, working adults, who are too busy
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Key challenges:
Who should we target?
• Single demographic groups?
• Multiple demographic / lifestyle groups?
• ‘lifestage’ groups rather than geographical areas?
Which level should we focus on:
• Absolute non-participants?
• Limited participants?
• Maintain active participants
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Full survey results are on CCW’s website:http://www.ccw.gov.uk/enjoying-the-country/welshoutdoor-recreation-survey.aspx
Enquires:Sue Williams
e-mail: [email protected]: 01248 387386