Youth Insight Research Sport England
Dec 21, 2015
Youth Insight Research
Sport England
Creating a sporting habit for life
Identifying target audiences
2
Creating a sporting habit for life
“Sporting” behaviour
What we’ve learned
3
“Sporting” attitude
Positive FunctionalUnintereste
dIrregular
Consistently active
Consistently inactive
We need to focus on changing behaviours not attitudes
Creating a sporting habit for life
Young people’s attitudes and behaviours – 5 groups
5
1
3
Sp
ort
ing
beh
avio
ur
Consistently inactive
Irregular
Consistently active
Positive
2
Functional Uninterested
4
Sporting attitude
Creating a sporting habit for life
Which group are you in?
5
1
3
Sp
ort
ing
beh
avio
ur
Consistently inactive
Irregular
Consistently active
Positive
2
Functional Uninterested
4
Sporting attitude
Creating a sporting habit for life
Sizing the market: young people’s attitudes and behaviours
20%c1.7m
20% c1.7m
30%
c2.5m
Sp
ort
ing
beh
avio
ur
Consistently inactive
Irregular
Consistently active
Positive
15% c1.2m
Functional Uninterested
15%c1.2m
Sporting attitude
Estimated sizes* of 14-25 year old audiences
* Extrapolated from Active People Survey and Habit for Life research data
Creating a sporting habit for life
The challenge: supplying the sporty or breaking the norm?
7
20%c1.7m
20% c1.7m
30%
c2.5m
Sp
ort
ing
beh
avio
ur
Consistently inactive
Irregular
Consistently active
Positive
15% c1.2m
Functional Uninterested
15%c1.2m
Sporting attitude
?
Creating a sporting habit for life
Delivering the right experience for all young people
8
Creating a lifelong sporting habit
Designing and delivering the right experience
How much have you
prompted, reminded (and
even rewarded)
me?
Don’t tell me to do it and don’t say it
will be fun
Talk to me about my life
Creating a sporting habit for life
A few key points
Young people’s behaviour does not always reflect their attitude to sport – we need to focus on changing behaviours not attitudes
Many young people take part in sport/activity for more functional or lifestyle reasons. We need to keep engaging them and providing feedback on what actually matters to them not what matters to sportSport can provoke strong emotional responses. Whilst the activity can be sport, the message that sells it doesn’t have to be. Levelling the playing field can also help overcome the emotional baggage of sport
Sport often has to compete or connect with wider interests or priorities. Young people respond well to meaningful experiences; those which benefit them as an individual, reinforce their place in their social group or help them developThe supply of sport tends to reach those already engaged. Young people, particularly those in their late teens/early 20s, need to feel the community sport offer is specific enough to their needs and fits with their lives