Sports Market Segments Training Workbookcreating Sporting Opportunities in Every Community

Sports Market Segments Training workbookCreating sporting opportunities in every community

9 March 2011

Contents

• Presentation and notes pages • Pen portraits – 1 Ben – 2 Jamie – 3 Chloe – 4 Leanne – 5 Helena – 6 Tim – 7 Alison – 8 Jackie – 9 Kev – 10 Paula – 11 Philip – 12 Elaine – 13 Roger & Joy – 14 Brenda – 15 Terry – 16 Norma – 17 Ralph & Phyllis – 18 Frank – 19 Elsie & Arnold • How to guides – NGB – CSP – LA • Index tables – A Absolute percentage – B Index vs all adults – C Index vs age group

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Sports Market Segments Training Creating sporting opportunities in every community

9 March 2011

Aims of today

• To equip you with the information you need to be a champion and ambassador for Sports Market Segments – How the segments are made – The main outputs from this work – How our stakeholders can use them to inform their delivery – Typical questions and suggested answers – Potential pitfalls and concerns to address • Session will combine – The facts – Chance to try out the tool – Discussion and debate – Time for questions • Any other aims?

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Agenda

• What are the sports market segments? – How they are made – What they tell us – Limitations/pitfalls • Pen portraits – Main content – How they help us – Exercise • Web tool – Walkthrough the tool – Typical questions – Quiz – [Break here] – Exercise • Index tables – Key principles – Exercise • Any other questions

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Key messages

• Market segmentation is a tool that can help all sports deliverers to better understand their market and target their offer more effectively • Aim of the refresh is to be more of the same as the last work…. but better! • There are three main outputs – Pen portraits – Web tool – Index tables • Web tool will to empower users to map segments, sporting behaviour and other characteristics • It should complement but not substitute local intelligence

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What are the sports market segments?Creating sporting opportunities in every community

9 March 2011

What is market segmentation? • Social stereotyping?  • Big brother?  • Extreme generalisation? 

• Yes but…. • …………….helps sport deliverers target more effectively!

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Match the segment to their sport…

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Match the segment to their sport…

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The ingredients of segmentation

sporting satisfaction gender activity

marketing age location preferences

life stage origin demographics

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The 19 segments by age and activity 50 Legend Male Female Fields Iconic in facilities Mixed 40 Olym pic/ Paralym ic style schools competition 30 Gold Challeng

20 % of segment 3doing x 30 sport segment of % 10

0 15 25 35 45 55 65 75 85 Age

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Principles of the sports market segments – to help answer questions you may get • Do segments vary by location? – No - each segment has the same characteristics – no matter where they are based – So 3.1% of Ben’s play rugby league whether they’re based in Warrington or West Sussex! • How accurate are the segments? – It is a modelled dataset – based on likelihood and propensity to do certain things – If you go to the postcode level there is no guarantee that you will find exact matches – But Experian checked it with real sports people (e.g. Matthew Pinsent) • Why don’t I fit into any of the segments? – The segments are generalisations so you may not find an exact match – The ages are broader than you think – If you look at the options in an age band you can easily find the one you are not – Which segment am i? • Is there a black segment? – No but each of the segments are made up of various origin groups – Pen portraits and index tables tell you more on this – Secondary names (in pen portraits) also help people to adapt marketing messages – Sporting Equals helped define the groups and provided images for us

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Principles of the sports market segments – to help answer questions you may get (2) • How does this work fit in with Active People? – The segments can help us to estimate participation at the local level using Active People data – This enables to estimate participation at levels below Local Authority level because we know what % of the population are Bens and what % of Bens play sport – But this work is not a substitute for Active People data and we should always use the participation data from Sports Market Segments with this caveat • What can we do about young people? – The segments begin at age 18 – As they are built up using credit data • What about people with a limiting disability? – We have limited/no information on disability - due to limitations in the data (this was included in the original work which had a larger sample) – But the pen portraits tell us about those who have a limiting disability or illness – And the tool also tells us about health as a motivator or barrier • Not all sports and facilities are on the tool – That’s true, but we can use postcode search for any place in England – And we can only use the sports where the response counts are high enough

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Exercise: put yourself in the shoes of one of your key stakeholders (Local Authority, NGB etc). Think about the potential benefits of using segmentation to explore your local market and any limitations – prioritise these using numbers (5 mins) WORK IN PAIRS

Advantages Limitations • Different people like to do different things • Will everyone target the same segment? • Because you haven’t got money to deliver to • Will harder to reach groups be missed? everyone in your catchment • Does such a broad brush approach lose the • You can find out how best to reach certain detail we need? people • Target services – save money • • Take a more sophisticated approach to ‘sell • sport’ • • • • • •

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The 19 pen portraits Creating sporting opportunities in every community

9 March 2011

About the pen portraits

• Prepared by Sport England – Information within them available from index tables • Download pdfs from the web tool – Click ‘segments’ from top of page • Designed to print in colour or black and white – Users can print them for themselves • Use to paint a picture of each segment – And how to reach them

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What do the pen portraits tell us?

• Demographic information – Age – Occupation – Lifestyle – Secondary names – Ethnic origin • Sporting behaviour – Top sports they do – Sports they’d like to do – Participation in 1 x per month, 1 x per week, 3 x per week – Organised sport • Motivations and barriers • Satisfaction • What else they like to do • What would make them do more • How to reach them

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19 Pen Portraits

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Fra n k - 18 Twilight Year Gents

How to reach Frank? Frank reads newspapers and magazines Key Points such as… • Most responsive to: post and newspaper ads Angling Times Amateur Gardener • Preferred information channel: local papers The Daily Mirror Mail on Sunday • Preferred service channel: face to face The Daily Express Saga Magazine • Decision style: adamant - Frank has set ideas on what they like based on first hand experience or Today’s Golfer Daily Telegraph trusted opinions from friends and family Puzzler Racing Post

TV/RADIO His preferred marketing tone and message is… Frank is a heavy TV viewer who enjoys watching live sport, old films and classic comedies. He notices TV Established Safe & Secure advertising and is influenced by this and programme sponsorship. He is a very light radio listener. Reliable Modest INTERNET Careful Trustworthy

Frank does not have access to the internet at home, in Non-technical Unpretentious fact he is very nervous of computers. He would not seek Risk-free Service out services in the library, and hence would not be reached by internet advertising. POSTERS / DIRECT MAIL / NEWSPAPERS Frank are responsive to brands such as… Frank enjoys reading a newspaper most days, with a preference for the Daily Mail or Express. He has an adamant decision making style and so has set ideas about products and services. He likes branding which is plain and straight forward and prefers to access services face to face. TELEPHONE

Frank does not have a mobile phone, but is quite happy to ring family on his landline. However, he would not be comfortable dealing with companies on the phone, finding it an impersonal approach and worrying about security.

Creating sporting opportunities in every 5 community To learn in depth about the segments and marketing techniques

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Meet Kev

• Mainly aged 36-45 • 12% Asian British heritage, 6% Irish origin • Other names: Lee, Craig, Steven, Tariq, Dariusz • Slightly sportier than average, would like to do more • Top sports: gym, football, cycling, swimming, running • Would like to do more of the same plus golf, badminton, martial arts

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Exploring Kev in more detail

Kev: Satisfaction with sporting experience All adults Kev 9.0

8.5

8.0

Score 7.5

7.0

6.5

s g s n ess tie i n li cial ney it ation fi o mance F ip ci f r c O r M & Fa Coach o n rti Perfo o Pa ue f ti Social AspectsPeople & Stafff ase & Diversion o e Val Exer l Re Ease

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How to reach Kev

• Most responsive to: Television • Preferred information channel: SMS Text • Preferred service channel: Telephone/ internet • Decision style: ‘Experiential’

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Exercise: Imagine you are one of your key stakeholders (LA, CSP, NGB, facility operator). Take a pen portrait and assume that they are your target market Think about what you could offer them and how you would reach them. Use paper provided to draft a mailout/poster/website WORK IN PAIRS -15 MINUTES

• Type of stakeholder:

• Segment:

• What could you offer to them?

• How could you reach them?

• What would your key messages be?

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The web tool Creating sporting opportunities in every community

9 March 2011

Background

• We developed a web tool in response to consultation – Strong demand for a web resource • And to enable more people to use the data for themselves – Limited resource within the Sport England • Guiding principle of the web tool – Keep it simple • …. but allow for complex analysis • We have designed this to be as intuitive as possible – We have had to make some sacrifices – But have some budget to upgrade based on feedback • Sophisticated users can have raw data for their own GIS systems

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What is the Sports Market Segmentation web tool?

• Free, online, simple, intuitive tool

• Two steps – set segment input and location

• Map, chart and table outputs

• Raw data download - includes unit postcode

• http://segments.sportengland.org/

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http://segments.sportengland.org/

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1 Use the tool to find a segment and a pen portrait Save or print it

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1 Find a segment

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1 View, save or print

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2 Find the dominant segment in your Local Authority or CSP Area

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2a Choose ‘dominant segment’ set area of interest

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2b Results by map

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2c Zoom out and in – note changing boundaries Move map around with your mouse

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2d Results by chart

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2e Results by table

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3a Right hand buttons Refine search – change the segment or area

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3b Right hand buttons Output options – show facilities on the map change map base layer change size of polygons

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3c Right hand buttons Export the results to use in your reports

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4 Choose a single segment

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4 Single segment displayed on map

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4 Change to ‘pixel view’ via ‘output options’

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4 Pixel view - results

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5 Find the catchment of a facility (based on Active Places data or postcode and distance)

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6 Which segments play a particular sport? Use ENGLAND to find national results

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6 Which segments play a particular sport? Use CHART to show the differences

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6a You can also use this function at the local level although the map results are aggregated so you will not see much variation

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6a but the charts and tables show variation

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6b You can also look at LATENT demand choose the sport they ‘would like to play’

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7 Characteristics search “where are people located who would like to play sport to lose weight?”

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7 Characteristic search Similar to sport results – map all one colour

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7 But charts more meaningful

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8 Help pages

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8 Help pages: How to guides

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Quiz – work in pairs and use the web tool to find the answers to the following 1. Which is the 2nd most dominant segment in Lewes ______2. What are the three top motivators for Alison to play sport? ______3. Which is the dominant segment living within a 1km radius of the Abraham Moss leisure centre? ______4. What is that segment’s preferred information channel? ______5. Which female segment has the highest latent demand for badminton? ______6. Your tennis club is based at B91 1RG and you are considering expanding your facilities – would you put in squash or badminton and why? ______7. Harpenden Tennis club is planning a membership campaign for people living within a 3km radius – would you advise them to highlight fitness, weight loss or social aspects? ______8. Which segment identifies with H&M, Lambrini, Primark and Mecca Bingo? ______9. If you wanted to host a golf tournament in the north east of England with a focus on Philips, would you work with the Tyne and Wear or Durham CSPs to get the best rate of participation ______10. Salford sports village wants to halt declining numbers, would you suggest a discount scheme, longer opening hours or help with childcare (2km radius) ______

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ANSWERS

1. PHILIP 2. Keep fit, just enjoy it, take children 3. KEV 4. SMS text 5. ELAINE 6. Tennis club – BADMINTON – higher propensity although lots of Tims and Philips 7. KEEP FIT 8. LEANNE 9. TYNE & WEAR – more Philips 10.CHEAPER ADMISSION

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Detailed exercise

• Imagine you are the manager of the Small heath leisure centre and you want to get people who live within walking distance (1km) to swim at your centre. • Create a map/report to show to your area manager to justify a new marketing scheme – Who would it be aimed at – Why are you targeting these people? – How would you reach them – What would tempt them to swim? • Draw a marketing poster/flyer to sketch out the key messages of your campaign

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The index tables Creating sporting opportunities in every community

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Index tables via the RAW DATA SECTION

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Registration required

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Table 1 local area templates LA, CSP, Regional and national comparisons

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Tables 2-4 detailed geographic data

• For importing into GIS systems • Counts of segments at these levels

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Table 5: index tables

To allow expert users to undertake in-depth analysis – also useful for smaller sports

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Index tables - detail

• Absolute percentage index table, e.g. 11% of Elaines play sport to lose weight – Summary – Detailed • Index table – 100 is the ALL ADULTS average, so 110+ score means that segment has ‘above average’, e.g. characteristics/propensity – Summary – Detailed • Index table – 100 is the average of that AGE BAND, so 110+ means ‘above the average of others in that age group’ – Summary – Detailed

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Exercise: exploring in more detail

• Look again at your selected sport • Use the absolute % index table to see which segments have the highest proportion playing that sport • Then use the other index tables to look at the segment and that sport in more detail • What else do the index tables tell you about your selected segment? • What value would that offer to an NGB, club, Local Authority • Could you add more to your marketing material based on this information?

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Next steps Creating sporting opportunities in every community

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What next

• Promote the use of the sports market segment tool • Collect feedback from users – Things they like – Functionality they use most – Things that we could improve – Any misleading information? • Further support – Case studies – Pod cast of training – Mailouts – Further training • Enhancements to the tool

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Have we covered the aims of the session?

• Do you feel equipped to be a champion and ambassador for Sports Market Segments? – How the segments are made – The main outputs from this work – How our stakeholders can use them to inform their delivery – Typical questions and suggested answers – Potential pitfalls and concerns to address • Have we given you: – The facts – Chance to try out the tool – Discussion and debate – Time for questions • Any other questions?

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Creating sporting opportunities in every community

• Mainly aged 18-25 Ben - 1 • Single Competitive Male Urbanites • Graduate professional

Male, recent graduates, with a ‘work-hard, play-hard’ attitude 5% of all adults; 10% of adult men

About Ben Ben, 22, has recently graduated and is now working as a trainee accountant. Loving his single life, which is just an extension of university days, he is certainly in no hurry to settle down. His ‘work-hard, play-hard’ attitude to life sees him putting in long hours at the office, doing a lot of sport and enjoying plenty of socialising with friends. Ben is also more likely to be a student than other groups.

Currently renting with ex-university friends, he is contemplating the housing ladder, but will probably move back into the parental home. Whatever he chooses, little time is spent at home.

Image and brand conscious, Ben tries to keep a healthy diet, but with little success. Post- work and post-exercise fast foods are almost daily regimes.

Ethnic origin Individuals in this segment are predominantly of White British (74%), or Other White (12%) origin; or may also be Asian/Asian British (7%), of Irish heritage (5%), Black/Black British (1%), Chinese (1%) or belong to another ethnic group (1%).

Alternative names Josh, Luke, Adam, Matesuz, Kamil

Top sports that Ben participates in

Ben: Sports Overview Ben All adults

• Ben is a very active type that takes part in sport on 33% Football a regular basis: he is the most sporty of the 19 4% 24% segments. Keep fit/gym 17%

18% • The top sports that Ben participates in are shown Cycling in the chart opposite: 33% of Bens play football, 9% 15% Athletics compared to 4% of all adults; 24% of this segment 5%

take part in ‘keep fit and gym' compared to 17% of 13% Swimming all adults;18% of this segment take part in cycling, 14% 6% and 15% take part in athletics or running. Tennis 2%

5% • Swimming is also popular with Ben, with his Golf participation in this sport being in line with all 4% 4% Badminton adults. He may also take part in tennis, golf, 2%

badminton, squash/racketball and cricket. 4% Squash/racketball 1%

4% Ben is similar to/lives near: Cricket Chloe (segment 3), other Bens (segment 1) 1% 0% 10% 20% 30% 40% Ben is likely to live in towns/areas such as: % of segment Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Maidenhead, Putney, High Wycombe, Wimbledon, Richmond- England Active People Survey data (for the period April 2009 to April 2010): based on upon-Thames participation levels at once per month. This chart shows the top ten sports (or sport 1 groups) that this segment participates in. Athletics includes jogging and road running.

Creating sporting opportunities in every community

Ben - 1 Competitive Male Urbanites

How sporty is Ben?

Ben's sporting activity Ben’s sporting activity (30 minute moderate intensity per week) Ben All adults Ben is a very active type that takes part in sport on a 80% 70% regular basis: 39% of this segment does three 30- 69%

t 60% minute sessions of moderate intensity sport per week, n 60% 50% me 50%

compared to 15% of all adults. g

e 40% 40% s 39% Almost 70% of Bens take part in sport at least once a f 30%

% o 26% week and around a quarter do no sport (in the past 20% 22% month). 10% 15% 0% Ben is the most active segment across the entire adult 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 population. mins mins mins Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least Ben: Organised sport twice a week and at least three times a week. Totals will add to more than 100%.

Ben All adults 40% Organised Sport 38% 35% Ben is likely to be a member of a club to play sport (38% 33% 30% of this segment are club members compared to 23% of 28% 25% all adults). He is also likely to take part in competition

23% (33% of this segment have competed in the past 12 20% months, compared to 13% of all adults). 15% 17%

% of segment of % 10% 12% 9% Of this segment, 28% receive instruction and 9% 5% 7% volunteer in sporting activity.

0% Received instruction Club member Competition Volunteer Top sports that Ben would like to do more of Source: Sport England Market Segmentation 2010, using Sport England Active Ben All adults People Survey data (for the period April 2009 to April 2010). 13% Received instruction is based on any tuition or coaching in the last 12 months, club Swimming member is based on those who have been a member of a club in order to participate 27% in the last four weeks, competition is based on organised competition in the last 12 10% months and volunteering is based on any volunteering in the past four weeks Football 2% 9% Cycling 10% 7% Tennis 4% Ben’s latent demand for sport 6% Athletics 5% 62% of this segment would like to do more sport, 5% Keep fit/gym 14% compared to 52% of all adults. 4% Badminton 4% Of these 13% would like to do more swimming 3% Rugby Union compared with 27% of all adults. Other sports Ben 0% 3% would like to do more of are football (10%, compared Baseball/softball 0% 3% to 2% of all adults); cycling (9%); tennis (7%); and Basketball 1% athletics or running (6%). 0% 5% 10% 15% 20% 25% 30% Of this segment, 5% would like to do more keep % of segment Source: Sport England Market Segmentation 2010, based on Sport England Active fit/gym, compared to 14% of all adults. People Survey data (for the period April 2009 to April 2010). Chart shows percent of segment that said they would like to do more of a certain sport, based on those adults 2 who said they would like to do more sport.

Creating sporting opportunities in every community

Ben - 1 Competitive Male Urbanites

What drives Ben’s participation? Motivations for Ben

• The main motivations for Ben playing sport are Ben: Motivations and barriers for taking part in sport

enjoyment (58%), keeping fit (42%), socialising Ben All adults (28%) and improving performance (14%). 58% Just enjoy it 29% • These motivations are more significant for Ben Motivations 42% than for the overall adult population. To keep fit 30% 28% To meet with friends 12% • ‘Training/taking part in a competition’ and 14% ‘losing weight’ are much less relevant To improve performance 4% 6% motivating factors for Ben. To train/take part in competition 2% 5% Barriers for Ben To lose weight 7% 2% • 35% of this segment cite their main barrier to To take children 8% 0% playing sport as work commitments, To help with injury/disability 2% compared to 19% of all adults.

-35% • ‘Other factors’ (which include ‘leaving school’, Work commitments -19% Barriers ‘no opportunity’ and ‘economic/work reasons’) -33% Other* -21% are a barrier for 33% of this segment -18% compared to 21% for all adults. Lack of time -12% -8% Health/injury/disability -41% • ‘Health, injury and disability’ are considered a -6% barrier to playing sport by 8% of this segment. Family -7% Similarly, 9% of this segment describe -60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% themselves as having a long-standing illness, % of segment

disability or infirmity. ‘Help with an Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 injury/disability’ is a motivating factor for less Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple than1% of this segment to play sport. responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *’Other barriers’ includes ‘left school’, ‘no opportunity’ & ‘economic/work reasons’ How satisfied is Ben?

Ben: Satisfaction with sporting experience Within this segment, Bens who participate in sport are All adults Ben most satisfied with the ‘release and diversion’, ‘social’ 9.0 and ‘exertion and fitness’ aspects of their sporting 8.5 experience. Ben is least satisfied with the ‘facilities’, ‘coaching’ and ‘value for money’ aspects of his sporting

e 8.0 experience, although his satisfaction with coaching is 7.5 Scor consistent with all adults who play sport.

7.0 Ben tends to record similar satisfaction levels to all adults 6.5 who do sport in areas where his satisfaction is high (e.g. s s s ng nce ials exertion and fitness, release and diversion and social ation oney ma & Staff cilitie achi ffic Aspects cip O M & Fitne Fa Co aspects). However, where Ben’s satisfaction is medium erfor n P Social People f Parti lue for Va or lower he tends to be less satisfied than the all adults Exertio e o Release & Diversion Eas who play sport, notably for ‘ease of participation’, Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction ‘facilities’, ‘officials’ and ‘value for money’. with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These satisfaction bands are relative to the results of the overall survey. 3

Creating sporting opportunities in every community

Ben - 1 Competitive Male Urbanites

What else does Ben like to do?

Ben: Other cultural activities

Ben All adults

In common with the general adult population, TV, 88% Watch TV 89% friends and family, and listening to music all 83% Friends/family compete for Ben’s leisure time. 85% 83% Listen to music 76% As a younger segment, Ben is more likely than 78% Internet/emailing the overall adult population to spend his free time 54% 77% on the internet and emailing, going to the cinema, Sport/exercise 52% 76% going to pubs, bars and clubs, and playing Go to pubs/bars/clubs 45% computer games. 71% Go to cinema 44% 68% Sport and exercise are a high priority for Ben, Eat out at restaurants 68% with 77% of this segment doing this in their spare 59% Play computer games 22% time compared to 52% of the overall adult 57% population – sport/exercise ranks fifth in Ben’s Shopping 71% 55% free time activities. Days out or visits 64%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of segment

Source: Sport England Market Segmentation 2010. Chart shows activities undertaken in the past 12 months, taken from the DCMS Taking Part survey 2010. Respondents may chose multiple answer, so percentages will not add up to 100%. What would encourage Ben to do more sport?

Ben: What would make him do more sport? Ben All adults 44% of this segment say they would do more sport if

44% Less busy they were less busy, compared to 46% of the overall 46% adult population. 21% Cheaper admission 18% 21% of this segment say they would do more sport if 18% People to go with 14% admission to facilities and activities was cheaper 9% Better playing facilities compared to 18% of the overall adult population. 6%

7% Better facilities (eg café) 6% 18% would do more sport if they had people to play

7% sport with, compared to 14% of the overall adult Improved transport, etc 6% population. 7% Longer opening hours 6% Overall, the factors that would encourage Ben to do 5% More free time 6% more sport were similarly important to the overall adult 0% Help with childcare population. The exception was ‘better childcare 6% facilities’, which was a factor for 0% of Bens compared 0% 10% 20% 30% 40% 50% to 6% of all adults. % of segment

Source: Sport England Market Segmentation 2010, taken from the DCMS Taking Part survey 2006 (this question was not included in the 2010 survey). Respondents may chose multiple answers, so percentages will not add up to 100%.

Creating sporting opportunities in every community

Ben - 1 Competitive Male Urbanites

How to reach Ben

Key Points Ben reads newspapers and magazines such as… • Most responsive to: Internet/email • Preferred information channel: SMS Text BBC Top Gear FHM • Preferred service channel: Internet GQ Arena • Decision style: ‘Experiential’ - Ben is open to new Men’s Health What Car? ideas and offers if they are presented in an original The Independent The Guardian and entertaining way When Saturday Comes Daily Telegraph

TV/RADIO His preferred marketing tone and message is…

Ben is a medium TV viewer, paying for extra digital Individual Dynamic packages for sport and music. He may notice and recall TV advertising and programme sponsorship. Ben is a Entertaining Interactive reasonably regular radio listener. He favours national Humorous Fresh stations, displaying a low recall of adverts and messages. Sociable Stylish INTERNET Innovative Young

Ben is a heavy internet user, using it for sports news, personal emails, social networking and buying films, games and tickets. He is highly responsive to internet advertising, including targeted e-mail campaigns and Ben is responsive to brands such as… eye-catching banners, and likes to express his views on forums. He has an experiential and inquiring decision making style, making him seek entertainment and information. He is likely to watch YouTube and pass on viral marketing such as video clips and ‘infotainment’ links. POSTERS/DIRECT MAIL/NEWSPAPERS

Ben is a medium reader of newspapers and magazines, however, he does not respond to advertising in these, or through direct mail. TELEPHONE

Ben uses his mobile more than his landline. He is likely to use sms text alerts and responds well to offers delivered in this way. Ben’s new 3G phone gives him constant access to the internet, and is now his main source of information and communication.

Creating sporting opportunities in every community

Ben - 1 Competitive Male Urbanites

About the 19 market segments The 19 Segments Name Description % Pop % M % F 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% The segments have been developed for Sport England by 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% Experian, using socio-economic and demographic data, and 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% overlaid with Sport England’s Active People and Satisfaction 4 Leanne Supportive Singles 4.3% 0.0% 8.2% 5 Helena Career Focused Females 4.5% 0.0% 8.8% data, as well as the DCMS/Sport England Taking Part 6 Tim Settling Down Males 8.8% 18.2% 0.0% survey. This data is used to profile the different groups’ 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% behaviour, preferences, and motivations and barriers 8 Jackie Middle England Mums 4.9% 0.0% 9.5% towards sport. 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% The segmentation data also draws on a two-tier solution 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% driven by key lifestage and lifestyle identifiers such as age, 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% affluence, marital status and parental obligations. Within 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% 14 Brenda Older Working Women 4.9% 0.0% 9.5% these, the levels of participation and the activities undertaken 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% vary enormously. Each segment has been described within 16 Norma Later Life Ladies 2.1% 0.0% 3.9% the context of sporting activities and levels of participation. 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% Also, through providing underlying variables pertaining for 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% example towards attitudes, socio-demographics, health statistics and marketing communication preferences, a fully- rounded picture of each segment has been developed. The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a This is a modelled dataset, showing the likelihood of person may still belong to a segment even if they fall outside that segment’s age band Index tables available at www.sportengland.org/segments provide more detail in tabular form sections of the adult population to display certain characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

This document can be provided in alternative languages and formats such as large print, Braille, tape and on disc, upon request. Call our 08458 508 508 for more details Sport England, Victoria House, Bloomsbury Square, London WC1B 4SE Published: October 2010. Copyright: Sport England Sport England assumes no responsibility for the completeness, accuracy and currency of the information contained in this report.

Creating sporting opportunities in every community

• Mainly aged 18-25 Jamie - 2 • Single Sports Team Lads • Vocational Student

Young blokes enjoying football, pints and pool 5% of all adults; 11% of adult men

About Jamie Jamie is 20 and has just finished studying for an HND at his local college. Since leaving college he’s been unable to find a related job and currently works at the local supermarket, but hopes to find something better soon. Jamie lives with his parents in the family home, and still hangs out with his old school-mates.

Jamie plays football in the local youth league, and often plays computer games with his mates from the team. Tight finances mean that Jamie puts a lot on his credit card. His spare cash goes on nights in the sports bar with the boys, either drinking or playing late night pool.

Jamie isn’t fussed about his health or diet. He may smoke, and enjoys fast food and takeaways.

Ethnic origin Individuals in this segment are predominantly of White British (60%), or Other White (15%) origin; or may also be Asian/Asian British (14%), of Irish heritage (5%), Black/Black British (2%), Chinese (1%) or belong to another ethnic group (2%).

Alternative names Ryan, Nathan, Ashley, Adeel, Pawel

Top sports that Jamie participates in

Jamie All adults

Jamie: Sports Overview 28% Football 4%

• Jamie is a very active type that takes part in sport on 22% Keep fit/gym a regular basis (more details overleaf). 17% 12% Athletics • The top sports that Jamie participates in are shown in 5% 12% Cycling the chart opposite: 28% of this group play football, 9%

compared to 4% of all adults; 22% take part in ‘keep 10% Swimming fit and gym’ compared to 17% of all adults; 12% take 14% 4% part in both athletics (running) and cycling, and 10% Badminton 2%

go swimming. 4% Tennis 2%

• Jamie may also take part in badminton, tennis, 3% Cricket cricket, basketball and golf. 1%

3% Basketball 0%

3% Jamie is similar to/lives near: Golf 4% Jackie (segment 8), other Jamies (segment 2) 0% 5% 10% 15% 20% 25% 30% % of segment Jamie is likely to live in towns/areas such as: Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Hounslow, Croydon, Slough, Leeds, Coventry England Active People Survey data (for the period April 2009 to April 2010): based on participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggrou opportunitiesps) that this segm inent every particip ates in. Athletics includes jogging and road running 1 community

Creating sporting opportunities in every community

Jamie - 2 Sports Team Lads

How sporty is Jamie?

Jamie's sporting activity (30 minute moderate intensity per week) Jamie’s sporting activity Jamie All adults 70% Jamie is a very active type that takes part in sport on a 60% 60% 59%

regular basis: Almost 60% do sport at least once a t 50% week compared with 40% of adults. n me 40% g 40% 42% e 36% 31% of this segment does three 30-minute sessions of s 30% f 31% moderate intensity sport per week, compared to 15% % o 20% 22% of all adults. 10% 15% Jamie is the second most active segment, after Ben, 0% across the entire adult population. 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 mins mins mins

Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Jamie: Organised sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least Jamie All adults twice a week and at least three times a week. Totals will add to more than 100%. 30%

29% Organised Sport 25% Jamie is likely to be a member of a club to play sport 24% 23% (29% of this segment are club members compared to 20% 20% 23% of all adults). He is also likely to take part in

15% 17% competition (24% have done so in the past 12 months, compared to 13% of all adults). 12% 10% % of segment 8% Of this segment, 20% receive instruction and 8% 7% 5% volunteer in sporting activity.

0% Top sports that Jamie would like to do more of Received instruction Club member Competition Volunteer Jamie All adults

Source: Sport England Market Segmentation 2010, using Sport England Active 14% People Survey data (for the period April 2009 to April 2010). Swimming 27% Received instruction is based on any tuition or coaching in the last 12 months, club 9% member is based on those who have been a member of a club in order to participate Cycling 10% in the last four weeks, competition is based on organised competition in the last 12 8% months and volunteering is based on any volunteering in the past four weeks. Football 2% 8% Keep fit/gym 14% 6% Athletics Jamie’s latent demand for sport 5% 5% Tennis 4% 64% of this segment would like to do more sport, 4% Badminton compared to 52% of all adults. 4% 4% Basketball Of this segment, 14% would like to do more 1% 3% swimming compared to 27% of all adults. Cricket 1% 3% Other sports that Jamie would like to do more of are Martial arts/combat 1% cycling (9%), football (8% compared to 2% of all 0% 5% 10% 15% 20%25% 30% adults), keep fit and gym (8% compared to 14% of all % of segment adults) and athletics (6%). Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of Creating sportingsegment opportunities that said they woul ind every like to do more of a certain sport, based on those adults 2 who said they would like to do more sport. community

Creating sporting opportunities in every community

Jamie - 2 Sports Team Lads

What drives Jamie’s participation?

Motivations for Jamie Jamie: Motivations and barriers for taking part in sport

• The main motivations for Jamie playing sport Jamie All Adults are enjoyment (54%), keeping fit (37%), and

socialising (22%). 54% Just enjoy it 29% Motivations • These motivations are more significant for 37% To keep fit 30% Jamie than they are for all adults. 22% To meet with friends 12% • ‘Training/taking part in competition’ and 9% To improve performance 4% ‘taking children’ are less significant 7% To lose weight 7% motivating factors for Jamie. 4% To train/take part in competition 2% Barriers for Jamie 3% To take children 8% 1% • 33% of this segment give their main barrier To help with injury/disability 2% to playing sport as ‘Other’ factors. This

category includes ‘left school’, ‘no -33% opportunity’, and ‘economic/work reasons’. Other* -21% -27% Barriers Work commitments -19% • Work commitments are a barrier for 27% of -22% this segment, which is higher than amongst Lack of time -12% -13% the overall adult population (19%). Health/injury/disability -41% -6% Family • ‘Health, injury and disability’ are considered -7% a barrier to playing sport by 13% of this -60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% segment. Similarly,12% of this segment % of segment describe themselves as having a long- Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), standing illness, disability or infirmity.. asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work How satisfied is Jamie? reasons’.

Jamie: Satisfaction with sporting experience Within this segment, Jamies who participate in sport are All adults Jamie most satisfied with the ‘release and diversion’, ‘exertion 9.0 and fitness’ and ‘social’ aspects of their sporting 8.5 experience. Jamie is least satisfied with the ‘coaching’, ‘officials’ and ‘facilities’ aspects, although his satisfaction 8.0 e with ‘coaching’ and ‘facilities’ is consistent with all adults or

Sc 7.5 who play sport.

7.0 Jamie tends to have relatively lower satisfaction levels

6.5 than all adults who play sport, even in areas where his

f e s g s c ss on ct es in n e i e ti h satisfaction is high (for instance ‘release and diversion’ rs p itn e & Staf ac rma F Official o l As le Facili Co f Div a r & i op and ‘social’ aspects). These differences are particularly Pe oc Pe ertion & S x ease Value for Money E l marked in Jamie’s scores for ‘ease of participation’, Re Ease of Participation ‘officials’ and ‘value for money’: here his satisfaction Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction with the Quality of the Sporting Experience Survey 2010. This survey covers sports scores are lower, whist they are medium for all adults participants (and not the entire population). Green shading indicates high satisfaction score who play sport. (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey. 3 community

Creating sporting opportunities in every community

Jamie - 2 Sports Team Lads

What else does Jamie like to do?

Jamie: Other cultural activities

Jamie All adults

81% Watch TV In common with other adults, TV, friends and 89% 78% Friends/family family, and listening to music, all compete for 85% Jamie’s free time. 78% Listen to music 76% As a younger segment, Jamie is more likely than 72% Internet/emailing the overall adult population to spend his free time 54% 63% Sport/exercise using the internet and emailing, going to pubs, 52% bars and clubs, at the cinema and playing 61% pubs/bars/clubs computer games. 45% 59% Restaurants Sport is a high priority for Jamie, with 63% of this 68% 57% Shopping segment playing sport in his spare time, 71% compared to 52% of all adults. 54% Go to cinema 44% 51% Computer games 22%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of segment

What would encourage Jamie to do more sport?

Jamie: What would make him do more sport?

Jamie All Adults 40% of this segment say they would do more sport if 40% Less busy 46% they were less busy, compared to 46% of the overall 23% People to go with adult population. 14%

20% Cheaper admission 23% of this segment say they would do more sport if 18% they had people to go with, compared to 14% of the 13% Better playing facilities 6% overall adult population.

8% Better facilities (eg café) 6% 20% would do more sport if admission to

8% facilities/activities was cheaper, compared to 18% of the Longer opening hours 6% overall adult population. 6% Improved transport 6% For Jamie, ‘help with childcare’ was a less significant 4% More free time 6% factor than for the overall adult population.

1% Help with childcare 6%

0% 10% 20% 30% 40% 50% % of segment Source: Sport England Market Segmentation 2010, taken from the DCMS Taking Part survey 2006 (this question was not included in the 2010 survey). Respondents may chose multiple answers, so percentages will not add up to 100%.

Creating sporting opportunities in every 4 community

Creating sporting opportunities in every community

Jamie - 2 Sports Team Lads

How to reach Jamie

Key Points Jamie reads newspapers and magazines such as… • Most responsive to: Internet/email • Preferred information channel: SMS Text Front Maxpower • Preferred service channel: Mobile Match Maxim • Decision style: ‘Experiential’ - Jamie is open to new Playstation Magazine Ride ideas and offers if they are presented in an original The News of the World The Daily Star and entertaining way What Car? The Sun

TV/RADIO His preferred marketing tone and message Jamie is a medium to heavy TV viewer, enjoying live is… sport, music channels, reality TV and using interactive Young Funky services. He notices sponsorship and advertising and is likely to be influenced by this. Jamie is unlikely to listen Off-the-wall Cutting-edge to the radio often, preferring to use personal music Experiential Transitory players instead. Relaxed Urban INTERNET Edgy Informal Jamie uses the internet for entertainment rather than practical purposes. He enjoys internet gambling sites, social messaging and online gaming. He is also likely to download music and ring tones. The internet feeds his Jamie is responsive to brands such as… thirst for entertainment and informs his decision making, complementing his experiential and inquiring style. He is less likely to directly respond to a targeted email, unless it’s value-driven. POSTERS/DIRECT MAIL/NEWSPAPERS

Jamie reads ‘lads’ magazines and tabloid newspapers. He is influenced by branding in these but would not respond to offers in them. TELEPHONE

A prolific mobile user, Jamie likes to text rather than talk. He uses sms text information services and 3G for sports results, and as a primary source of information.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Jamie - 2 Sports Team Lads

About the 19 market segments

Name Description % Pop % M % F The 19 Segments 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% The segments have been developed for Sport England by 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% Experian, using socio-economic and demographic data, and 4 Leanne Supportive Singles 4.3% 0.0% 8.2% overlaid with Sport England’s Active People and Satisfaction 5 Helena Career Focused Females 4.5% 0.0% 8.8% data, as well as the DCMS/Sport England Taking Part 6 Tim Settling Down Males 8.8% 18.2% 0.0% 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% survey. This data is used to profile the different groups’ 8 Jackie Middle England Mums 4.9% 0.0% 9.5% behaviour, preferences, and motivations and barriers 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% towards sport. 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% The segmentation data also draws on a two-tier solution 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% driven by key lifestage and lifestyle identifiers such as age, 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% affluence, marital status and parental obligations. Within 14 Brenda Older Working Women 4.9% 0.0% 9.5% 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% these, the levels of participation and the activities undertaken 16 Norma Later Life Ladies 2.1% 0.0% 3.9% vary enormously. Each segment has been described within 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% the context of sporting activities and levels of participation. 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% Also, through providing underlying variables pertaining for 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% example towards attitudes, socio-demographics, health statistics and marketing communication preferences, a fully- The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a rounded picture of each segment has been developed. person may still belong to a segment even if they fall outside that segment’s age band Index tables available at www.sportengland.org/segments provide more detail in tabular form This is a modelled dataset, showing the likelihood of sections of the adult population to display certain characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 18-25 Chloe - 3 • Single Fitness class friends • Graduate professional

Young image-conscious females keeping fit and trim 5% of all adults; 9% of adult women

About Chloe

Chloe is 23 and works in HR for a large firm. She shares a house with ex-university friends who are also on graduate schemes. Without the pressures of family or a mortgage, Chloe isn’t worried about her student loan, she likes to spend her income on clothes, nights out and holidays with friends. Chloe and her housemates go to classes at their local gym a couple of times a week, and like to swim afterwards. At weekends, Chloe likes to go for a big night out, including a nice meal and a few drinks with her friends. Chloe is reasonably health conscious, watching what she eats and exercising to stay trim. She isn’t fanatical though, wanting to live a fun packed life while she’s young, free and single. Ethnic origin Individuals in this segment are predominantly of White British (75%), or Other White (12%) origin; or may also be Asian/Asian British (6%), of Irish heritage (5%), Black/Black British (2%), Chinese (1%) or belong to another ethnic group (2%). Alternative names Nisha, Sophie, Lauren, Charlotte, Lucy

Top sports that Chloe participates in

Chloe All adults Chloe: Sports Overview 28% Keep fit/gym • Chloe is an active type that takes part in sport on 17% 24% Swimming a regular basis (more details overleaf). 14%

14% Athletics • The top sports that Chloe participates in are 5%

shown in the chart opposite: 28% of this group 11% Cycling take part in ‘keep fit and gym’ compared to 17% 9% 5% of all adults; 24% take part in swimming Equestrian 1% compared to 14% of all adults; and 14% take 4% Tennis part in athletics or running. 2% 3% Badminton • She may also take part in horse riding, tennis, 2% 2% badminton, football, netball and hockey. Football 4%

2% Netball 0%

1% Hockey Chloe is similar to/lives near: 0% Ben (1), other Chloes (3) 0% 5% 10% 15% 20% 25% 30% % of segment Chloe is likely to live in towns/areas such as: Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Kingston upon Thames, Guildford, Cambridge, St Albans, England Active People Survey data (for the period April 2009 to April 2010): based on Chiswick participation levels at once per month. This chart shows the top ten sports (or sport groups) that this segment participates in. Athletics includes jogging and road running 1

Creating sporting opportunities in every community

Chloe - 3 Fitness class friends

How sporty is Chloe?

Chloe's sporting activity (30 minute moderate intensity per week) Chloe’s sporting activity Chloe All adults 70% Chloe is an active type that takes part in sport on a 60% regular basis: 23% of this segment does three 30- 60% 50% 56% minute sessions of moderate intensity sport per week, 40% compared to 15% of all adults. 42% 40% 30% 34% Chloe is the most active young female segment % of segment % of 20% 22% 23% amongst the adult population, but she is less sporty 10% 15% than young, male segments such as Ben (segment 1) 0% and Jamie (segment 2). 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 mins mins mins Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Chloe: Organised sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least Chloe All adults twice a week and at least three times a week. Totals will add to more than 100%.

30% 29% Organised Sport 25% 26% Chloe may take part in sports competition; 15% have 23% competed in the past 12 months, compared to 13% of 20% all adults.

15% 17% 15%

13% Chloe is fairly likely to be a member of a club to play 10% sport (26%) and is likely to receive instruction (29%, % of segment of % 7% 5% 7% compared to 17% of all adults), which may relate to exercise classes at the gym. Of this group, 7% volunteer 0% in sporting activity. Received instruction Club member Competition Volunteer Top sports that Chloe would like to do more of Source: Sport England Market Segmentation 2010, using Sport England Active Chloe All adults People Survey data (for the period April 2009 to April 2010). Received instruction is based on any tuition or coaching in the last 12 months, club 28% member is based on those who have been a member of a club in order to participate Swimming 27% in the last four weeks, competition is based on organised competition in the last 12 15% months and volunteering is based on any volunteering in the past four weeks. Keep fit and gym 14% 9% Cycling 10% 8% Athletics 5% 7% Chloe’s latent demand for sport Tennis 4% 4% 70% of this segment would like to do more sport, Badminton 4% 3% compared to 52% of all adults. Equestrian 1% 3% The top sports that Chloe would like to do more of are Netball 1% 1% swimming (28%); Keep fit and gym (15%), and cycling Squash/racketball 1% 1% (9%), and her latent demand for these sports is in line Martial arts/combat 1% with that of all adults. 1% Dance Exercise 0%

Chloe may also like to do more athletics or running 0% 5% 10%15% 20% 25% 30% (8%); and tennis (7%). % of segment Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of segment that said they would like to do more of a certain sport, based on those adults 2 who said they would like to do more sport

Creating sporting opportunities in every community

Chloe - 3 Fitness class friends

What drives Chloe’s participation? Motivations for Chloe

• The main motivations for Chloe are enjoyment (47%), keeping fit (45%), socialising (15%) and Chloe: Motivations and barriers for taking part in sport losing weight (12%). Chloe All adults

47% • Enjoyment and keeping fit are more significant Just enjoy it Motivations 29% motivating factors for Chloe than they are for 45% To keep fit all adults. 30% 15% To meet with friends 12% • ‘Improving performance’, and ‘training/taking 12% To lose weight part in competition’ are much less relevant 7% 5% To improve performance motivating factors for this segment. 4% 3% Competition Barriers for Chloe 2% 3% To take children • 30% of this segment give their main barrier as 8% 1% Help with injury/disability ‘Other factors’. This includes ‘left school’, ‘no 2% opportunity’, and ‘economic/work reasons’. -30% Other* • Family is a barrier for 20% of this sector -21% Barriers -27% compared to for 7% of all adults. Work commitments -19% -20% Family • ‘Health, injury and disability’ are considered a -7% -16% barrier to playing sport by 8% of this segment. Lack of time -12% Similarly 9% of this segment describe -8% Health/injury/disability themselves as having a long-standing illness, -41% disability or infirmity. -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% % of segment Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work How satisfied is Chloe? reasons’.

Chloe: Satisfaction with sporting experience Within this segment, Chloes who participate in sport are All adults Chloe most satisfied with the ‘release and diversion’ and 9.0 ‘social’ aspects of their sporting experience. Chloe is 8.5 least satisfied with the ‘performance’, ‘facilities’, ‘officials’ and ‘value for money’ aspects, although her satisfaction 8.0 with ‘facilities’ is consistent with the overall adults 7.5 Score population.

7.0 Chloe tends to record lower satisfaction levels than for all 6.5 adults who play sport, even in areas where her

n ts f s ss c af ies it hing satisfaction is high (e.g. ‘social aspects’ and ‘release and ance ne c rm iversio Official D le & St Facil Coa & Fit ial Aspe p diversion’). This difference is particularly marked in her Perfo on Soc Peo ase & Value for Money scores for ‘performance’; ‘ease of participation’; ‘value Exerti le Re Ease of Participation for money’ and ‘officials’, where her satisfaction is in the Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction lower band, whereas it is in the middle band for all adults with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score who play sport. (above 8), amber indicates medium and red indicates lower score (below 7.5). These satisfaction bands are relative to the results of the overall survey 3

Creating sporting opportunities in every community

Chloe - 3 Fitness class friends

What else does Chloe like to do?

Chloe: Other cultural activities

Chloe All adults

92% Friends/family 85% In common with other adults, friends and family, 87% Internet/emailing listening to music, and TV all compete for Chloe’s 54% 85% Listen to music free time. 76% 83% Watch TV As a younger segment, Chloe is more likely than 89%

the overall adult population to use the internet 83% Shopping and email, to go to the cinema, and to visit pubs, 71% 82% Restaurants bars and clubs. 68%

75% Read Sport is not the top priority for Choe’s free time, 68%

however 62% of this segment do sport and 74% Days out/visits exercise in their spare time, compared to 52% of 64% 72% Go to cinema all adults. 44%

66% Pubs/bars/clubs 45%

62% Sport/exercise 52%

0% 10% 20%30% 40%50% 60%70% 80% 90%100%

% of segment Source: Sport England Market Segmentation 2010. Chart shows activities undertaken in the past 12 months, taken from the DCMS Taking Part survey 2010. Respondents may chose multiple answer, so percentages will not add up to 100%. What would encourage Chloe to do more sport?

Chloe: What would make her do more sport? Chloe All adults

49% Less busy 49% of Chloes say they would do more sport if they 46% were less busy, compared to 46% of the overall adult 24% Cheaper admission 18% population.

20% People to go with 14% 24% of this segment say they would do more sport if

10% Longer opening hours admission to facilities/activities was cheaper, compared 6% to 13% of all adults. 7% Better facilities (eg café) 6% 20% would do more sport if they had people to go with, 5% More free time 6% compared to 14% of the overall adult population.

4% Better playing facilities 6% Overall, the factors that would encourage Chloe to do

4% Improved transport, etc more sport were similarly important to the overall adult 6% population. 3% Help with childcare 6%

0% 10% 20% 30% 40% 50% 60% % o f se gm e nt Source: Sport England Market Segmentation 2010, taken from the DCMS Taking Part survey 2006 (this question was not included in the 2010 survey). Respondents may chose multiple answers, so percentages will not add up to 100%.

Creating sporting opportunities in every community

Chloe - 3 Fitness class friends

How to reach Chloe

Key Points Chloe reads newspapers and magazines such as… • Most responsive to: Magazines • Preferred information channel: SMS Text Cosmopolitan Marie Claire • Preferred service channel: Post Elle Vogue • Decision style: ‘Experiential’ - Chloe is open to new Heat Instyle ideas and offers if they are presented in an original Glamour Daily Telegraph and entertaining way The Guardian Time Out

TV/RADIO Her preferred marketing tone and message Chloe is a light TV viewer, but enjoys soaps, chat shows is… and reality TV. Chloe is a heavy radio listener, favouring Colourful Amusing national programmes over local commercial stations, although she will struggle to recall general advertising Entertaining Interactive messages. Image conscious Fun INTERNET Sociable Stylish Chloe is a heavy internet user, both at work and at Innovative Young home. She uses the internet for personal e-mail, downloading music, social messaging and making purchases. POSTERS/DIRECT MAIL/NEWSPAPERS Chloe is responsive to brands such as… Chloe reads broadsheet newspapers and is a heavy reader of women’s lifestyle magazines. Her experiential decision making means she welcomes advertising and will talk about it with friends. She also has a high inquiring dimension, although may sometimes impulse buy after seeing a poster or magazine article with a voucher, especially if cleverly marketed and targeted. TELEPHONE

As a heavy mobile phone user, Chloe likes to keep in contact with friends and family, preferring this to her landline. Chloe has a new 3G phone which provides internet access but is still likely to use text as her first source of information.

Creating sporting opportunities in every community

Chloe - 3 Fitness class friends

About the 19 market segments

Name Description % Pop % M % F The 19 Segments 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% The segments have been developed for Sport England by 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% Experian, using socio-economic and demographic data, and 4 Leanne Supportive Singles 4.3% 0.0% 8.2% overlaid with Sport England’s Active People and Satisfaction 5 Helena Career Focused Females 4.5% 0.0% 8.8% 6 Tim Settling Down Males 8.8% 18.2% 0.0% data, as well as the DCMS/Sport England Taking Part 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% survey. This data is used to profile the different groups’ 8 Jackie Middle England Mums 4.9% 0.0% 9.5% behaviour, preferences, and motivations and barriers 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% towards sport. 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% The segmentation data also draws on a two-tier solution 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% driven by key lifestage and lifestyle identifiers such as age, 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% affluence, marital status and parental obligations. Within 14 Brenda Older Working Women 4.9% 0.0% 9.5% 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% these, the levels of participation and the activities undertaken 16 Norma Later Life Ladies 2.1% 0.0% 3.9% vary enormously. Each segment has been described within 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% the context of sporting activities and levels of participation. 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% Also, through providing underlying variables pertaining for 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% example towards attitudes, socio-demographics, health statistics and marketing communication preferences, a fully- The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; rounded picture of each segment has been developed. segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a person may still belong to a segment even if they fall outside that segment’s age band This is a modelled dataset, showing the likelihood of Index tables available at www.sportengland.org/segments provide more detail in tabular form sections of the adult population to display certain characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

Creating sporting opportunities in every community

• Mainly aged 18-25 Leanne - 4 • Likely to have children Supportive Singles • Student/part time vocational

Young busy mums and their supportive college mates 4% of all adults; 8% of adult women

About Leanne Leanne is 23 and lives with her parents and her daughter, Carly, in a small terraced house. Leanne is studying beauty therapy part-time at college, and does the odd cleaning job when her mum can look after Carly.

Leanne doesn’t get much time to herself. Juggling Carly, college and her cleaning shifts is demanding, and childcare is a difficult expense. A couple of times a week though Leanne treats herself to a night out with the girls, at bingo or maybe in the local pub.

Leanne relies on her mum and girlfriends helping her out. Her mates often come with her to the swimming pool at the weekend and are really good with Carly. Sometimes it’s hard to miss out on the fun though, when they go off to a dance class or bowling afterwards and she has to take Carly home.

Ethnic origin Individuals in this segment are predominantly of White British (65%), or Other White (14%) origin; or may also be Asian/Asian British (12%), of Irish heritage (5%), Black/Black British (2%), Chinese (1%) or belong to another ethnic group (1%).

Alternative names Hayley, Kerry, Danielle, Nisha, Saima

Top sports that Leanne participates in

Leanne All adults Leanne: Sports Overview 23% Keep fit/gym 17% • Leanne is the least active segment of her age 18% Swimming group (more details overleaf). 14%

9% Athletics • The top sports that Leanne participates in are 5%

shown in the chart opposite: 23% of this group 6% Cycling take part in ‘keep fit’ and gym compared to 17% of 9% 4% Football all adults; 18% of this group take part in swimming 4%

compared to 14% of all adults; 9% take part in 3% Badminton athletics or running, and 6% take part in cycling 2% 2% Netball • Leanne may also take part in football, badminton, 0% 2% netball, horse-riding, tennis and volleyball. Equestrian 1%

2% Tennis Leanne is similar to/lives near: 2% 1% Jamie (segment 2), Brenda (segment 14) Volleyball 0%

Leanne is likely to live in towns/areas such as: 0% 5% 10% 15% 20% 25% % of segment Blackburn, Ilford, Harrow, Leicester, Chatham Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010): based on participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggrou opportunitiesps) that this segm inent every particip ates in. Athletics includes jogging and road running. 1 community

Creating sporting opportunities in every community

Leanne - 4 Supportive Singles

How sporty is Leanne?

Leanne's sporting activity (30 minute moderate intensity per week) Leanne’s sporting activity Leanne All adults 70% 60% Leanne is the least active segment of her age group, 60% however her levels of sports participation are similar to 50% 53% ent those of all adults. 40% 42% gm 40%

17% of this segment does three 30-minute sessions of se 30% of 25% moderate intensity sport per week, compared to 15% % 20% 22% 17% of all adults. 10% 15% 53% of this segment does no sport, compared to 60% 0% 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 of all adults. mins mins mins Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart Leanne: Organised sport shows percent doing no sport, and percent doing sport at least once a week, at least twice a week and at least three times a week. Totals will add to more than 100%. Leanne All adults

30% Organised Sport 25% Leanne is less likely to be a member of a club to play 23% 20% sport than the general adult population (19% of people in 19% 19% this segment are club members compared to 23% of all 15% 17% adults). Leanne is also unlikely to take part in competition

12% (9% have done so in the past 12 months, compared to 10%

% of segment 9% 12% of all adults).

7% 5% 5% Of this segment, 19% receive instruction and 5% 0% Received instruction Club member Competition Volunteer volunteer in sporting activity.

Source: Sport England Market Segmentation 2010, using Sport England Active People Survey data (for the period April 2009 to April 2010). Top sports that Leanne would like to do more of Received instruction is based on any tuition or coaching in the last 12 months, club Leanne All adults member is based on those who have been a member of a club in order to participate in the last four weeks, competition is based on organised competition in the last 12 27% Swimming 27% months and volunteering is based on any volunteering in the past four weeks 14% Keep fit/gym 14% 9% Athletics 5% 8% Leanne’s latent demand for sport Cycling 10% 6% Tennis 4% 72% of this segment would like to do more sport, 4% Badminton compared to 52% of all adults. 4% 3% Netball 1% Of this segment, 27% would like to do more swimming 2% Equestrian and 14% would like to do more keep fit/gym, in line 1% 2% with the latent demand for this sport amongst all adults. Basketball 1% 1% Football Leanne may also like to do more athletics (9%); cycling 2% (8%); tennis (6%) and badminton (4%). 0% 5% 10% 15% 20% 25% 30% % of segment

Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of Creating sportingsegment opportunities that said they woul ind every like to do more of a certain sport, based on those adults 2 who said they would like to do more sport community

Creating sporting opportunities in every community

Leanne - 4 Supportive Singles

What drives Leanne’s participation?

Motivations for Leanne Leanne: Motivations and barriers for taking part in sport • The main motivations for Leanne playing Leanne All Adults sport are enjoyment (44%), keeping fit 44% (34%), socialising (25%) and losing Just enjoy it Motivations 29% weight (13%). 34% To keep fit 30% • ‘Training/taking part in competition’ and 15% To meet with friends 12% ‘improving performance’ are much less 13% significant motivating factors for this To lose weight 7% 7% segment. To take children 8% 4% Barriers for Leanne To improve performance 4% 3% To train/take part in competition • 35% of this segment give their main 2% 1% barrier as work commitments, compared To help with injury/disability 2% to 19% of all adults.

-35% • ‘Other’ factors (which includes ‘leaving Work commitments -19% Barriers school’, ‘no opportunity’ and -25% Other* -21% ‘economic/work factors’ are a barrier for -17% 25% of this segment. Lack of time -12% -17% Family • ‘Health, injury and disability’ are -7% -6% considered a barrier to playing sport by Health/injury/disability -41% 6% of this segment, and 10% of this -60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% segment describe themselves as having % of segment a long-standing illness, disability or infirmity. Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work factors’ How satisfied is Leanne?

Leanne: Satisfaction with sporting experience Within this segment, Leannes who participate in sport All adults Leanne are most satisfied with the ‘release and diversion’, and 9.0 ‘social’ aspects of their sporting experience. Leanne is 8.5 least satisfied with the ‘performance’, ‘value for money’, ‘officials’, and ‘coaching’ aspects of her sporting

e 8.0 experience, although her satisfaction with coaching is Scor 7.5 consistent with that of all adults who play sport.

7.0 Leanne’s satisfaction with the sporting experience is 6.5

e s n ts ff n s g ls y generally lower than that of all adults who play sport. s a o ie in io ec ti it h ia ne rs p St a il c ic one it s c f rmanc F ve & ip a M Areas where the difference is greatest are ‘performance’, o A ic F oa Of f & Di al le t C or r n p r f & ci o e Pe io e o Pa u s S Pe ‘officials’ and ‘value for money’, with Leanne’s ert a of al e e V Ex l s Re Ea satisfaction with these elements being in the lower band,

Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction compared to in the medium band for all adults. with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These satisfaction bands are relative to the results of the overall survey Creating sporting opportunities in every 3 community

Creating sporting opportunities in every community

Leanne - 4 Supportive Singles

What else does Leanne like to do?

Leanne: Other cultural activities

Leanne All adults

88% Friends/family In common with other adults, friends and family, 85% 88% Watch TV TV, and listening to music all compete for 89% Leanne’s free time. 81% Listen to music 76% 81% As a younger segment, Leanne is more likely Shopping 71% than the overall adult population to spend her 71% Internet/emailing free time on the internet and emailing, and going 54% 65% to the cinema. Eat out at restaurants 68% 58% Days out/visits Sport is not a high priority for Leanne, with 47% 64% 58% of this segment playing sport in their spare time Go to cinema compared to 52% of the overall adult population. 44% 55% Read 68% 54% Pubs/bars/clubs 45% 47% Sport/exercise 52%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of segment

Leanne: What would make her do more sport?

Leanne All Adults 42% of this segment say they would do more sport if they were less busy, compared to 46% of the overall 42% Less busy 46% adult population 28% Cheaper admission 18% 28% of this segment say they would do more sport if 21% People to go with admission to facilities/activities was cheaper, compared 14% to 18% of the overall adult population 12% Longer opening hours 6% 21% would do more sport if they had people to play 8% Better playing facilities 6% sport with, compared to 14% of the overall adult 8% Help with childcare population 6%

8% Better facilities (eg café) ‘Better childcare facilities’ is a more important factor for 6%

6% Leanne than for other segments in the same age range: Improved transport, etc 6% 8% of people this segment say that better childcare 3% More free time facilities would encourage them to do more sport, 6% compared to 6% of all adults. 0% 10% 20% 30% 40% 50% % of segment

Creating sporting opportunities in every community

Leanne - 4 Supportive Singles

How to reach Leanne

Key Points Leanne reads newspapers and magazines such as… • Most responsive to: Post • Preferred information channel: SMS Text Heat OK! • Preferred service channel: Mobile Glamour Top of the Pops • Decision style: ‘Experiential’ - Leanne is open to CosmoGirl! Inside Soap new ideas and offers if they are presented in an TV Quick The Sun original and entertaining way The Mirror Chat

TV/RADIO Her preferred marketing tone and message Leanne is the heaviest TV viewer out of the segments in is… her age group, watching chat shows, reality TV, soaps, Sociable Entertaining music programmes and children’s TV. She may have a basic digital package, and use interactive services. She Value Free trial will notice advertising, but this is not a high response Kids Time saver channel for her. Leanne is unlikely to listen to the radio. Young Practical INTERNET Chatty Uncomplicated As a light internet user, Leanne only has access at college or the library. When she goes online Leanne likes to download ring tones and screensavers for her mobile, order free product samples and enter chat rooms. Leanne is responsive to brands such as… POSTERS/DIRECT MAIL/NEWSPAPERS

Leanne is a heavy reader of women’s gossip magazines and also reads some tabloids. She is most likely to notice adverts when she is out and about - inside buses, or posters in shopping centres. Magazine adverts also may catch her attention. She may also respond to traditional direct mail, particularly those containing money off vouchers and an opportunity to act upon her experiential decision making style. TELEPHONE

As a heavy mobile phone user, Leanne uses this instead of a landline to contact friends. She uses sms text services and also entertainment features on her mobile. Leanne’s mobile is likely to be pay as you go and she responds to text adverts.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Leanne - 4 Supportive Singles

About the 19 market segments

Name Description % Pop % M % F 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% The 19 Segments 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% The segments have been developed for Sport England by 4 Leanne Supportive Singles 4.3% 0.0% 8.2% Experian, using socio-economic and demographic data, and 5 Helena Career Focused Females 4.5% 0.0% 8.8% overlaid with Sport England’s Active People and Satisfaction 6 Tim Settling Down Males 8.8% 18.2% 0.0% data, as well as the DCMS/Sport England Taking Part 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% 8 Jackie Middle England Mums 4.9% 0.0% 9.5% survey. This data is used to profile the different groups’ 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% behaviour, preferences, and motivations and barriers 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% towards sport. 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% The segmentation data also draws on a two-tier solution 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% driven by key lifestage and lifestyle identifiers such as age, 14 Brenda Older Working Women 4.9% 0.0% 9.5% affluence, marital status and parental obligations. Within 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% 16 Norma Later Life Ladies 2.1% 0.0% 3.9% these, the levels of participation and the activities undertaken 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% vary enormously. Each segment has been described within 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% the context of sporting activities and levels of participation. 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% Also, through providing underlying variables pertaining for example towards attitudes, socio-demographics, health The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a statistics and marketing communication preferences, a fully- person may still belong to a segment even if they fall outside that segment’s age band rounded picture of each segment has been developed. Index tables available at www.sportengland.org/segments provide more detail in tabular form This is a modelled dataset, showing the likelihood of sections of the adult population to display certain characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 26-45 Helena - 5 • Single Career-Focussed Females • Full time professional

Single professional women, enjoying life in the fast lane 5% of all adults; 9% of adult women

About Helena Helena is 30 and lives in a small, stylish flat on her own. She’s working her way up the career ladder and is now starting to enjoy the financial freedoms her salary affords her. In the future Helena may buy a larger house, but at the moment she prefers having more disposable income to enjoy designer clothes, meals out and holidays.

After a long train commute home, Helena prepares herself a quick, healthy meal before heading out to the gym. If she’s not worked too late at the office she might catch a class, otherwise opting for a long workout on the machines. Helena likes to keep in shape; she is very image conscious and her healthy diet and exercise regime is an important part of her social and career life.

Ethnic origin Individuals in this segment are predominantly of White British (76%), or Other White (11%) origin; or may also be of Irish heritage (6%), Asian/Asian British (5%), Black/Black British (1%), Chinese (1%) or belong to another ethnic group (1%).

Alternative names Claire, Tamsin, Fiona, Sara, Joanne

Top sports that Helena participates in

Helena All adults

Helena: Sports Overview 26% Keep fit/gym 17%

• Helena is a fairly active type that takes part in sport 22% Swimming on a regular basis (more details overleaf). 14% 11% Cycling • The top sports that Helena participates in are 9% 9% shown in the chart opposite: 26% of this segment Athletics 5% take part in keep fit/gym compared to 17% of all 3% Equestrian adults; 22% take part in swimming compared to 1%

14% of all adults; 11% of this segment take part in 3% Tennis cycling and 9% in athletics or running. 2% 2% Badminton • Helena may also take part in horse-riding, tennis, 2% 1% badminton, netball, football and golf. Netball 0%

1% Football Helena is similar to/lives near: 4% 1% Golf Chloe (segment 3), Tim (segment 6) 4%

Helena is likely to live in towns/areas such as: 0% 5% 10% 15% 20% 25% 30% Chelsea, Cheltenham, Harrogate, Reading, Brighton % of segment Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010): based on participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggrou opportunitiesps) that this segm inent every particip ates in. Athletics includes jogging and road running 1 community

Creating sporting opportunities in every community

Helena - 5 Career-Focussed Females

How sporty is Helena?

Helena's sporting activity (30 minute moderate intensity per week) Helena’s sporting activity Helena All adults 70% Helena is a fairly active type that takes part in sport on 60% 60% a regular basis: 19% of this segment does three 30- 50% 53% 49% minute sessions of moderate intensity sport per week, 40% 40% compared to 15% of all adults. 30% 29%

Over half of this segment take part in sport at least segment of % 20% 22% 19% once a week, which is well above average. 10% 15% 0% 49% of people in this segment do no sport, compared 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 to 60% of all adults. mins mins mins

Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Helena: Organised sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least Helena All adults twice a week and at least three times a week. Totals will add to more than 100%. 30% Organised Sport 25% 26% 26% Over a quarter of Helenas receive instruction compared 23% 20% to 17% of all adults. Helena is also likely to hold a club membership, 26% of this segment are club members to 17% 15% play sport, compared to 23% of all adults, which may 12% 10% 11% reflect health club membership and fitness classes. % of segment of % 7% 5% 7% 11% of this segment have taken part in competition in

0% the last 12 months (compared to 13% of all adults); and Received instruction Club member Competition Volunteer 7% volunteer in sporting activity.

Source: Sport England Market Segmentation 2010, using Sport England Active People Survey data (for the period April 2009 to April 2010). Received instruction is based on any tuition or coaching in the last 12 months, club Top sports that Helena would like to do more of member is based on those who have been a member of a club in order to participate Helena All adults in the last four weeks, competition is based on organised competition in the last 12 months and volunteering is based on any volunteering in the past four weeks. In the 31% past 12 months to when they were surveyed. Swimming 27% 18% Keep fit/gym 14% 9% Cycling 10% Helena’s latent demand for sport 6% Athletics 5% 6% 68% of this segment would like to do more sport, Tennis 4% compared to 52% of all adults. 4% Badminton 4% 2% Of this segment, 31% would like to do more swimming Equestrian 1% compared to 27% of all adults. 1% Netball 1% Other sports Helena would like to do more of are keep 1% Squash/racketball 1% fit/gym (18%), cycling (9%) and athletics (6%), followed Martial arts/combat sports* 1% by tennis, badminton and horse riding. 1% 0% 5% 10% 15% 20% 25% 30% 35%

Source: Sport England Market Segmentati%on of2010, segm basedent on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of Creating sportingsegment opportunities that said they woul ind every like to do more of a certain sport, based on those adults 2 who said they would like to do more sport. community

Creating sporting opportunities in every community

Helena - 5 Career-Focussed Females

What drives Helena’s participation?

Motivations for Helena Helena: Motivations and barriers for taking part in sport

• The main motivations for Helena playing sport Helena All Adults are keeping fit (51%, compared to 30% for all 51% To keep fit adults) and enjoyment (42%, compared to Motivations 30% 42% 29% of all adults). Just enjoy it 29% 16% • Losing weight (16%) and socialising (10%) are To lose weight 7% also motivating factors for Leanne. 10% To meet with friends 12% 5% • ‘Training/taking part in a competition’ and To improve performance 4% ‘taking children’ are much less important 3% To take children 8% motivating factors for Helena playing sport. 2% To train/take part in competition 2% Barriers for Helena 1% To help with injury/disability 2% • 27% of this segment give their main barrier as

work commitments, compared to 19% of all -27% adults. Work commitments -19% Barriers -27% Other* -21% • ‘Other’ factors (which includes ‘leaving -16% school’, ‘no opportunity’ and ‘economic/work Health/injury/disability -41% -16% reasons’ are a barrier for 27% of this segment. Family -7% -14% • ‘Health, injury and disability’ are considered a Lack of time -12% barrier to playing sport by 16% of this -60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% segment. Similarly, 14% of this segment % of segment describe themselves as having a long-standing Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 illness, disability or infirmity. Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work reasons’. How satisfied is Helena? Within this segment, Helenas who participate in sport are Helena: Satisfaction with sporting experience most satisfied with the ‘release and diversion’, ‘social’ All adults Helena 9.0 and ‘exertion and fitness’ aspects of their sporting experience. Helena is least satisfied with the ‘coaching’, 8.5 ‘facilities’ and ‘performance’ aspects of her sporting

e 8.0 r experience. o

Sc 7.5 Helenas tend to record slightly lower satisfaction levels 7.0 than all adults who do sport. In the areas of ‘exertion and

6.5 fitness’, ‘people and staff’, ‘facilities’ and ‘coaching’,

e n s ff s g ls y ss ct a on ie in nc e io e t ti it h ia ne Helena’s satisfaction is in line with that of all adults who a tn p a l c ic i ers p ci m v & S i a a Mo As e c Off for & F Di l i F Co or r n ia rt f play sport. e o & c opl e P e Pa rti se So P lu e a of e Va Ex le s Re Ea

Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These satisfaction bands are relative to the results of the overall survey Creating sporting opportunities in every 3 community

Creating sporting opportunities in every community

Helena - 5 Career-Focussed Females

What else does Helena like to do?

Helena: Other cultural activities

Helena All adults In common with other adults, friends and family, 92% Friends/family TV and listening to music all compete for 85% 91% Helena’s leisure time. Watch TV 89% 83% Listen to music Helena is more likely than the general adult 76% 83% population to spend her spare time shopping, Shopping 71% reading, on days out/visits, at the cinema, eating 81% Read out and on the internet/emailing. 68% 79% Days out/visits 64% Sport is not a high priority for Helena, however it 78% Eat out at restaurants is still a higher priority for this segment than for 68% 73% Internet/emailing the general adult population; 65% of this 54% segment say they participate in sport in their 66% Go to cinema 44% spare time compared to 52% of all adults. 65% Sport/exercise 52%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of segment

Helena: What would make her do more sport? Helena All adults 55% of this segment say they would do more sport if

55% they were less busy, compared to 46% of the overall Less busy 46% adult population. 18% Cheaper admission 18% 18% of this segment say they would do more sport if 14% People to go with 14% admission to facilities/activities was cheaper, in line with 11% Longer opening hours all adults. 6%

7% Better facilities (eg café) 14% would do more sport if they had people to play 6%

6% sport with, again in line with all adults. Longer opening Better playing facilities 6% hours would encourage 11% of this segment to do more 6% More free time 6% sport, compared to 6% of all adults.

4% Improved transport, etc 6% Help with childcare is not a major factor for Helena: just

1% 1% of people in this segment say help with childcare Help with childcare 6% would encourage them to do more sport, compared to 0% 10% 20% 30% 40% 50% 60% 6% of the overall adult population. % of segment

Creating sporting opportunities in every 4 community

Creating sporting opportunities in every community

Helena - 5 Career-Focussed Females

How to reach Helena

Key Points Helena reads newspapers and magazines such as… • Most responsive to: Magazines • Preferred information channel: Telephone Easy Living Elle • Preferred service channel: Mobile Time Out Vogue • Decision style: ‘Intuitive’ - Helena prefers simple but Zest The Economist straightforward messages, and doesn’t like to be Cosmopolitan The Independent overwhelmed by facts and figures The Observer Home & Garden

TV/RADIO Her preferred marketing tone and message Helena is a light TV viewer, preferring to go out for is… entertainment. She enjoys current affairs, art or food Intelligent Sophisticated programmes. She may notice TV advertising, particularly those featuring new or latest products. As a medium Stylish Image-conscious radio listener, she listens to national and selective niche Sociable Self Improvement commercial stations. Success Exclusive INTERNET Personalised Aspirational Helena is a heavy internet user, but mainly from home. She uses the internet as her primary source of information, with her intuitive and inquiring decision- making style making her open to new technology and Helena is responsive to brands such as… brands. She responds to internet marketing and targeted emails, as she is image conscious and keen to stay up to date with the latest trends. POSTERS/DIRECT MAIL/NEWSPAPERS

Helena reads women’s lifestyle magazines and newspapers such as the Evening Standard or Observer. She is open to advertising in these, particularly of ‘must have’ items. She isn’t responsive to direct mail, especially if non-targeted and deemed irrelevant to her. She does not respond to adverts she sees whilst out. TELEPHONE

Helena always has her mobile and PDA on hand, so that she is contactable for work and social calls. Her phone is for convenience rather than media functionality, though she’s a prolific texter.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Helena - 5 Career-Focussed Females

About the 19 market segments The 19 Segments

Name Description % Pop % M % F The segments have been developed for Sport England by 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% Experian, using socio-economic and demographic data, and 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% overlaid with Sport England’s Active People and Satisfaction 4 Leanne Supportive Singles 4.3% 0.0% 8.2% data, as well as the DCMS/Sport England Taking Part 5 Helena Career Focused Females 4.5% 0.0% 8.8% survey. This data is used to profile the different groups’ 6 Tim Settling Down Males 8.8% 18.2% 0.0% behaviour, preferences, and motivations and barriers 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% towards sport. 8 Jackie Middle England Mums 4.9% 0.0% 9.5% 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% The segmentation data also draws on a two-tier solution 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% driven by key lifestage and lifestyle identifiers such as age, 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% affluence, marital status and parental obligations. Within 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% these, the levels of participation and the activities undertaken 14 Brenda Older Working Women 4.9% 0.0% 9.5% vary enormously. Each segment has been described within 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% the context of sporting activities and levels of participation. 16 Norma Later Life Ladies 2.1% 0.0% 3.9% 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% Also, through providing underlying variables pertaining for 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% example towards attitudes, socio-demographics, health 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% statistics and marketing communication preferences, a fully- rounded picture of each segment has been developed. The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a This is a modelled dataset, showing the likelihood of person may still belong to a segment even if they fall outside that segment’s age band Index tables available at www.sportengland.org/segments provide more detail in tabular form sections of the adult population to display certain characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 26-45 Tim - 6 • Married or single Settling Down Males • May have children • Professional

Sporty male professionals, buying a house and settling down with partner 9% of all adults; 18% of adult men

About Tim Tim is 33 and works in IT. He lives with his wife Lorna in a semi-detached house they own in a desirable suburb. At the moment it’s just the two of them, but Lorna is expecting their first baby in a few months’ time.

Tim loves sport. Since his job has got busier he doesn’t do as much as he used to, but he still manages trips to the gym and the odd mid-week game of squash. He hopes things won’t change too much when the baby arrives, but knows they may not be able to enjoy such regular holidays in the future.

Tim’s healthy diet is due to Lorna cooking most nights, but he’s not particularly health conscious himself. He enjoys a burger and maybe a pint after playing sport, and he may drink at home, albeit lightly.

Ethnic origin Individuals in this segment are predominantly of White British (77%), or Other White (10%) origin; or may also be Asian/Asian British (6%), of Irish heritage (5%), Black/Black British (1%), Chinese (1%) or belong to another ethnic group (1%).

Alternative names Simon, Jonathan, Jeremy, Adrian, Marcus Top sports that Tim participates in

Tim: Sports Overview Tim All adults

21% Cycling • Tim is an active type that takes part in sport on a 9% 20% regular basis (more details overleaf). Keep fit/gym 17%

15% • The top sports that Tim participates in are shown in Swimming the chart opposite: 21% of this segment take part 14% 15% Football in cycling compared to 9% of all adults; 20% of this 4%

segment take part in keep fit/gym, compared to 13% Athletics 17% of all adults. 5% 7% Golf • Swimming, football and athletics or running are 4%

4% also popular sports for Tim. His participation in Badminton swimming is in line with that of all adults, however 2% 4% Tennis Tim is more likely than all adults to take part in 2%

football and athletics. 3% Squash/racketball 1%

Tim is similar to/lives near: 3% Angling Helena (segment 5), Alison (segment 7) 1%

0% 5% 10% 15% 20% 25% Tim is likely to live in towns/areas such as: % of segment Camberley, Tunbridge Wells, Banbury, Haywards Heath, Milton Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010): based on Keynes participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggrou opportunitiesps) that this segm inent every particip ates in. Athletics includes jogging and road running. 1 community

Creating sporting opportunities in every community

Tim - 6 Settling Down Males

How sporty is Tim?

Tim's sporting activity (30 minute moderate intensity per week) Tim’s sporting activity Tim All adults 70% Tim is an active type that takes part in sport on a 60% regular basis: almost two thirds take part in sport at 60% 62% t 50% n

least once a week, compared with 40% of all adults. e 40% gm 40% 27% of this segment does three 30-minute sessions of 37% 38% se 30%

moderate intensity sport per week, compared to 15% of 27%

% 20% of all adults. 22% 10% 15% Only 37% have done no sport in the past month. 0% 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 mins mins mins

Tim: Organised sport Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart Tim All adults shows percent doing no sport, and percent doing sport at least once a week, at least twice a week and at least three times a week. Totals will add to more than 100%. 40%

35% Organised Sport 33% 30% Tim is likely to be a member of a club to play sport (33% 25% 27% of this segment are club members compared to 23% of

23% 23% all adults). He is also likely to take part in competition 20% (27% have done so in the past 12 months, compared to 15% 17% 13% of all adults).

% of segment of % 10% 12% 11%

5% 7% Of this segment, 23% receive instruction and 11% volunteer in sporting activity. 0% Received instruction Club member Competition Volunteer Top sports that Tim would like to do more of Source: Sport England Market Segmentation 2010, using Sport England Active Tim All adults People Survey data (for the period April 2009 to April 2010). Received instruction is based on any tuition or coaching in the last 12 months, club 17% member is based on those who have been a member of a club in order to participate Cycling 10% in the last four weeks, competition is based on organised competition in the last 12 17% months and volunteering is based on any volunteering in the past four weeks. Swimming 27% 10% Keep fit/gym 14% 6% Tim’s latent demand for sport Athletics 5% 6% Golf 3% 66% of this segment would like to do more sport, 5% Tennis compared to 52% of all adults. 4% 4% Football 2% Of this segment, 17% would like to do more cycling 4% compared to 10% of all adults; 17% of this segment Badminton 4% 3% would like to do more swimming compared to 27% to Squash and racketball 1% 17% of all adults. 2% Martial arts/combat sports 1%

Other sports Tim would like to do more of are keep 0% 5% 10% 15% 20% 25% 30% fit/gym (10%); athletics (6%); and golf (6%). % of segment Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of Creating sportingsegment opportunities that said they woul ind every like to do more of a certain sport, based on those adults 2 who said they would like to do more sport. community

Creating sporting opportunities in every community

Tim - 6 Settling Down Males

What drives Tim’s participation?

Motivations for Tim Tim: Motivations and barriers for taking part in sport • The main motivations for Tim playing sport are Tim All Adults 52% enjoyment (52%), keeping fit (42%), socialising Just enjoy it Motivations 29% (17%) and to take children (12%). 42% To keep fit 30% • These motivating factors are more significant 17% To meet with friends 12% for Tim than for the general adult population. 12% To take children 8% • ‘Losing weight’ and ‘training to take part in 9% To improve performance competition’ are much less important 4% 7% motivating factors for this segment. To lose weight 7% 5% Barriers for Tim To train/take part in competition 2% 1% To help with injury/disability 2% • 36% of this segment give their main barrier as work commitments, compared to 19% of all -36% adults. Work commitments -19% Barriers -23% • ‘Other’ factors (which include ‘leaving school’, Other* -21% -16% ‘no opportunity’ and ‘economic/work reasons’ Lack of time -12% are a barrier for 23% of this segment. -16% Health/injury/disability -41% -9% • ‘Health, injury and disability’ are considered a Family -7%

barrier to playing sport by 16% of this -60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% segment, and 12% of this segment describe % of segment themselves as having a long-standing illness, disability or infirmity. Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work reasons’. How satisfied is Tim?

Tim: Satisfaction with sporting experience All adults Tim Within this segment, Tims who participate in sport are 9.0 most satisfied with the ‘release and diversion’, ‘social’

8.5 and ‘exertion and fitness’ aspects of their sporting experience. Tim is least satisfied with the ‘coaching’ and 8.0 e ‘facilities’ aspects of his sporting experience.

Scor 7.5 Tim tends to record slightly lower satisfaction levels than 7.0 all adults who do sport. In the areas of ‘exertion and

6.5 fitness’ and ‘release and diversion’, Tim’s satisfaction is

s n s f s g ls y s af on ie n a in line with that of all adults who play sport. io ect t ti it hi ne tne s p S l c ici o s pa ci a f mance Fi ver A a M or i e & ici F Of D al l Co or rf n & i p rt f e o c o a P i e P ue t So P l ase & of Tim scores lower for satisfaction in the areas of xer e Va E l se e a R E ‘performance’, ‘officials’ and ‘value for money’, whereas all adults score in the medium range for these aspects of Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction the sporting experience. with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey 3 community

Creating sporting opportunities in every community

Tim - 6 Settling Down Males

What else does Tim like to do?

Tim: Other cultural activities

Tim All adults In common with other adults, TV, friends and 88% family, and listening to music all compete for Watch TV 89% 85% Tim’s leisure time. Friends/family 85% Listen to music 79% Tim is more likely than the overall adult 76% 79% population to spend his free time going to Eat out at restaurants 68% 77% restaurants, on the internet and emailing, and Internet/emailing 54% 76% going to pubs, bars and clubs. Sport/exercise 52% Days out or visits to places 73% Sport is a high priority for Tim, with 76% of 64% 65% people in this segment playing sport in their Go to pubs/bars/clubs 45% 63% spare time compared to 52% of the overall adult Read 68% 62% population. Shopping 71%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of segment

What would encourage Tim to do more sport?

T im: What would make him do more sport? Tim All adults 59% of this segment say they would do be encouraged 59% Less busy to do more sport if they were less busy, compared to 46% 46% of the overall adult population. 11% Cheaper admission 18% Cheaper admission is less important for Tim than it is for 11% More free time 6% the younger segments; 11% of people in this segment 10% People to go with say cheaper admission would encourage them to do 14%

6% more sport, compared to 18% of all adults. This Better playing facilities 6% suggests that lack of time is more of an issue for Tim 5% Longer opening hours than lack of money, when it comes to taking part in 6%

4% sport. Improved transport, etc 6%

4% 10% of people in this segment would do more sport if Better facilities (eg café) 6% they had people to go with, compared to 14% of the 4% Help with childcare 6% overall adult population.

0% 10% 20% 30% 40% 50% 60% 70% % of segment Source: Sport England Market Segmentation 2010, taken from the DCMS Taking Part survey 2006 (this question was not included in the 2010 survey). Respondents may chose multiple answers, so percentages will not add up to 100%.

Creating sporting opportunities in every 4 community

Creating sporting opportunities in every community

Tim - 6 Settling Down Males

How to reach Tim

Key Points Tim reads newspapers and magazines such as… • Most responsive to: Internet/email • Preferred information channel: Internet National Geographic GQ • Preferred service channel: Internet Evening Standard What Car? • Decision style: ‘Inquiring’ – Tim will make decisions The Economist PC Plus that are based on research from either first or Time Out Men’s Health second hand sources The Guardian Wanderlust

TV/RADIO His preferred marketing tone and message As a light TV viewer Tim enjoys live sport, business and is… current affairs programmes. He is likely to pay for digital Eye-catching Practical packages, particularly for extra sports and film channels. Tim notices TV advertising to a moderate extent, but it is Informative Connected not a primary channel for him. Home Quality INTERNET Post-modernist Authentic The internet is Tim’s primary source of information. He Dynamic Entertaining uses it both at work and at home for gathering information on properties, sports information or managing his finances. With an inquiring decision making style, Tim is open to internet advertising and Tim is responsive to brands such as… targeted email. POSTERS/DIRECT MAIL/NEWSPAPERS

Tim reads a newspaper most days but is relatively unresponsive to advertising in this or by direct mail. He prefers more technologically-driven methods and is quite comfortable to respond remotely. TELEPHONE

Tim is a heavy mobile phone user, for both personal and business purposes. He likes to access information 24/7 and will often buy things online. He is relatively likely to use sms text alerts and 3G services.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Tim - 6 Settling Down Males

About the 19 market segments The 19 Segments Name Description % Pop % M % F 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% The segments have been developed for Sport England by 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% Experian, using socio-economic and demographic data, and 4 Leanne Supportive Singles 4.3% 0.0% 8.2% overlaid with Sport England’s Active People and Satisfaction 5 Helena Career Focused Females 4.5% 0.0% 8.8% data, as well as the DCMS/Sport England Taking Part 6 Tim Settling Down Males 8.8% 18.2% 0.0% survey. This data is used to profile the different groups’ 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% behaviour, preferences, and motivations and barriers 8 Jackie Middle England Mums 4.9% 0.0% 9.5% 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% towards sport. 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% The segmentation data also draws on a two-tier solution 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% driven by key lifestage and lifestyle identifiers such as age, 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% affluence, marital status and parental obligations. Within 14 Brenda Older Working Women 4.9% 0.0% 9.5% these, the levels of participation and the activities undertaken 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% vary enormously. Each segment has been described within 16 Norma Later Life Ladies 2.1% 0.0% 3.9% 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% the context of sporting activities and levels of participation. 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% Also, through providing underlying variables pertaining for 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% example towards attitudes, socio-demographics, health statistics and marketing communication preferences, a fully- rounded picture of each segment has been developed.

The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; This is a modelled dataset, showing the likelihood of segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a person may still belong to a segment even if they fall outside that segment’s age band sections of the adult population to display certain Index tables available at www.sportengland.org/segments provide more detail in tabular form characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 36-45 Alison - 7 • Married Stay at Home Mums • Stay-at-home mum • Children

Mums with a comfortable, but busy, lifestyle 4% of all adults; 9% of adult women

About Alison Alison is 38 and married with two children, aged 6, and 3. As a stay-at-home mum her career is temporarily on hold, whilst her husband works as an accountant. Alison’s life is busy. She does the school or playschool run, takes the children to music and horse-riding lessons and keeps the house in order. After putting the children to bed, Alison often spends an evening at PTA meetings. This year she is involved in organising the school fete.

Alison manages to attend a few exercise classes each week whilst her youngest is at playschool, and the family go swimming at the weekend. Concerned about a healthy diet for her family, Alison gets organic vegetables delivered each week. She may enjoy a well- deserved glass of wine while she’s cooking dinner.

Ethnic origin Individuals in this segment are predominantly of White British (78%), or Other White (9%) origin; or may also be of Irish heritage (6%), Asian/Asian British (5%), Black/Black British (1%), Chinese (1%) or belong to another ethnic group (1%).

Alternative names Justine, Karen, Suzanne, Tamsin, Siobhan

Top sports that Alison participates in

Alison All adults

Alison: Sports Overview 27% Keep fit/gym 17%

• Alison is a fairly active segment with above average 25% Swimming levels of participation in sport. 14% 12% Cycling • The top sports that Alison participates in are shown 9%

in the chart opposite: 27% of this segment take 11% Athletics part in keep fit/gym compared to 17% of all adults; 5% 3% 25% of this group take part in ‘swimming’ Equestrian 1% compared to 14% of all adults; 12% of this 3% Tennis segment take part in cycling, and 11% take part in 2%

athletics (including running). 2% Badminton 2%

• Alison may also take part in horse-riding, tennis, 1% Netball badminton, netball, rounders and football. 0% 1% Rounders 0%

Alison is similar to/lives near: 1% Football Tim (segment 6) 4%

0% 5% 10% 15% 20% 25% 30% Alison is likely to live in towns/areas such as: % of segment Orpington, Bromsgrove, Maidstone, Newbury, Horsham Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010): based on participation levels at once per month. This chart shows the top ten sports (or sport groups) that this segment participates in. Athletics includes jogging and road running. 1

Creating sporting opportunities in every community

Alison - 7 Stay at Home Mums

How sporty is Alison?

Alison's sporting activity (30 minute moderate intensity per week) Alison’s sporting activity Alison All adults 70% Alison has above average levels of sporting activity, 60% 60% with over half of this segment doing sport at least once 50% 55% a week (the average for all adults is 40%). 40% 46% 40% 30% 20% of Alisons participate in three 30-minute sessions 30%

% of segment of % 20% of moderate intensity sport per week, compared to 22% 20% 15% of all adults. 10% 15% 0% 46% of people in this segment have done no sport in 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 the past month, compared to 60% of all adults. mins mins mins Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Alison: Organised sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least Alison All adults twice a week and at least three times a week. Totals will add to more than 100%. 30%

25% Organised Sport 25% 25% 23% A quarter of Alisons are members of a club to play sport 20% (compared with 23% of all adults). She is likely to receive

15% 17% instruction: 25% of this group have received instruction in the past 12 months, compared to 17% of all adults. 12% 12% 10% These high levels may reflect membership of health % of segment of % 8% clubs and attendance at fitness classes. 5% 7%

0% Of this segment, 12% have taken part in competition in Received instruction Club member Competition Volunteer the past 12 months and 8% volunteer in sporting activity. Source: Sport England Market Segmentation 2010, using Sport England Active People Survey data (for the period April 2009 to April 2010). Top sports that Alison would like to do more of Received instruction is based on any tuition or coaching in the last 12 months, club member is based on those who have been a member of a club in order to participate Alison All adults in the last four weeks, competition is based on organised competition in the last 12 months and volunteering is based on any volunteering in the past four weeks. 32% Swimming 27% 18% Keep fit/gym 14% 9% Cycling Alison’s latent demand for sport 10% 7% Athletics 5% 72% of this segment would like to do more sport, 5% Tennis 4% compared to 52% of all adults. 4% Badminton 4% Of those who would like to do more, 32% would like to 2% Equestrian 1% do more swimming compared to 27% of all adults; 1% 18% would like to do more keep fit/gym compared to Netball 1% 1% 14% of all adults. Dance Exercise 0% 1% Other sports Alison would like to do more of are cycling Squash/racketball 1% (9%); athletics (7%); tennis (5%); and badminton (4%). 0% 5% 10% 15%20% 25% 30% 35% Her latent demand for these four sports is in line with % of segment Source: Sport England Market Segmentation 2010, based on Sport England Active that of the general adult population. People Survey data (for the period April 2009 to April 2010). Chart shows percent of segment that said they would like to do more of a certain sport, based on those adults 2 who said they would like to do more sport

Creating sporting opportunities in every community

Alison - 7 Stay at Home Mums

What drives Alison’s participation?

Motivations for Alison Alison: Motivations and barriers for taking part in sport

• The main motivations for Alison playing sport Alison All Adults are keeping fit (46%), enjoyment (42%), taking 46% the children (29%) and losing weight (14%). To keep fit 30% Motivations 42% • Taking the children is a more significant Just enjoy it 29% 29% motivation for Alison playing sport than it is for To take children 8% the overall adult population, (29% compared 14% To lose weight 7% to 8% of all adults). 10% To meet with friends 12% • ‘Training/taking part in competition’ and 3% To improve performance ‘improving performance’ are much less 4% 1% significant motivating factors for Alison. To train/take part in competition 2% 1% Barriers for Alison To help with injury/disability 2%

• 26% of this segment give their main barrier to -26% playing sport as family, compared to 7% of all Family -7% Barriers -24% adults. Work commitments -19% -22% • Work commitments are a barrier for 24% of Other* -21% this segment. -17% Lack of time -12% -11% • ‘Health, injury and disability’ are considered a Health/injury/disability -41%

barrier to playing sport by 11% of this -60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% segment. Similarly, 11% of this segment describe themselves as having a long-standing % of segment illness, disability or infirmity. ‘Help with an Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), injury/disability’ is a motivating factor for 1% of asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to this segment to play sport. show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work factors’ How satisfied is Alison?

Alison: Satisfaction with sporting experience All adults Alison 9.0 Within this segment, Alisons who participate in sport are 8.5 most satisfied with the ‘release and diversion’, ‘social’

8.0 and ‘exertion and fitness’ aspects of their sporting e or experience.

Sc 7.5

7.0 Alison is least satisfied with the ‘performance’, ‘facilities’, ‘coaching’ and ‘value for money’ aspects of her sporting 6.5 experience, although her satisfaction with coaching is s f g s n f n es ls y ce io cts a io in a n ne e t ti h ci a t rs p St a li c fi one consistent with that of the overall adult population. Fi & ip ci a f ve As a O r M form l e tic F Co o r ia pl r f on & & Di c o e Pe i e Pa rt s So Pe lu e of x ea e Va E l s Re Ea

Creating sporting opportunities in every community

Alison - 7 Stay at Home Mums

What else does Alison like to do?

Alison: Other cultural activities

Alison All adults

Friends/family 92% In common with other adults, friends and family, 85% 88% TV and listening to music all compete for Alison’s Watch TV 89% 83% leisure time. Shopping 71% 83% Listen to music 76% Shopping is an important activity in Alison’s spare 82% Restaurants 68% time: 83% of this segment do this activity in their 82% spare time compared to 71% of all adults. Internet/emailing 54% 79% Read 68% Alison is more likely than the general adult 76% Days out/visits 64% population to spend her spare time going to Go to cinema 64% restaurants (82% compared to 68% of all adults); 44% Sport/exercise 63% on the internet/emailing (82% compared to 54% 52% of all adults); and going to the cinema (64%, 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% compared to 44% of all adults). % of segment

Sport is not the top priority for Alison, being the Source: Sport England Market Segmentation 2010. Chart shows activities undertaken in th the past 12 months, taken from the DCMS Taking Part survey 2010. Respondents may 10 most popular activity listed, however 63% of chose multiple answer, so percentages will not add up to 100%. this segment play sport in their spare time compared to 52% of all adults.

What would encourage Alison to do more sport?

Alison: What would make her do more sport? Alison All adults 54% of this segment say they would be encouraged to 54% Less busy do more sport if they were less busy, compared to 46% 46% of the overall adult population. 21% Help with childcare 6% 21% of this segment say they would be encouraged to 15% Cheaper admission 18% do more sport if they had help with childcare, compared 8% Better facilities (eg café) to 6% of the overall adult population. 6%

7% People to go with 15% would do more sport if admission was cheaper, 14%

7% compared to 18% of the overall adult population More free time 6%

5% Having people to go with is less of an issue for Alison; Longer opening hours 6% 7% of this segment say they would be encourage to do 5% Improved transport, etc 6% more sport if they had people to go with, compared to

4% 14% of all adults. Better playing facilities 6%

0% 10% 20% 30% 40% 50% 60% % of segment

Creating sporting opportunities in every community

Alison - 7 Stay at Home Mums

How to reach Alison

Key Points Alison reads newspapers and magazines such as… • Most responsive to: Magazine advertising • Preferred information channel: Telephone BBC Good Food Easy Living • Preferred service channel: Mobile Homes and Gardens Ideal Home • Decision style: ‘Intuitive’ – Alison prefers simple but Mother & Baby Practical Parenting straightforward messages, and doesn’t like to be Your M&S Daily Telegraph overwhelmed by facts and figures The Times Cosmopolitan

TV/RADIO Her preferred marketing tone and message Alison is a medium TV viewer, and may have a digital is… package for a wider choice of channels. She is generally Family-orientated Home unresponsive to TV advertising, but may notice programme sponsorship. She is a light to medium radio Practical Solid listener, preferring national channels. Reliable Variety/Choice INTERNET Time saver Personalised Alison is a medium internet user. She enjoys browsing Aspirational Quality online clothing catalogues when the children are in bed, and also uses it for household information such as health, parenting or holiday sites. She is unlikely to respond to internet advertising, but will use it as a Alison is responsive to brands such as… source of information to aid her intuitive decision making style. Alison is increasingly using the internet for shopping and research, but she still prefers to access information and services via the telephone. POSTERS/DIRECT MAIL/NEWSPAPERS

Alison enjoys reading higher-end women’s magazines, and newspapers such as the Telegraph or Times. She may well respond to advertising in here, for example money off vouchers, as long as they are quick and simple to use. TELEPHONE

Alison has a pay-as-you-go mobile phone which she mainly uses for emergencies, preferring to use her landline to chat to friends. She is comfortable with catalogue purchasing over the phone, and also manages family finances this way.

Creating sporting opportunities in every community

Alison - 7 Stay at Home Mums

About the 19 market segments The 19 Segments Name Description % Pop % M % F 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% The segments have been developed for Sport England by 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% Experian, using socio-economic and demographic data, and 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% 4 Leanne Supportive Singles 4.3% 0.0% 8.2% overlaid with Sport England’s Active People and Satisfaction 5 Helena Career Focused Females 4.5% 0.0% 8.8% data, as well as the DCMS/Sport England Taking Part 6 Tim Settling Down Males 8.8% 18.2% 0.0% survey. This data is used to profile the different groups’ 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% behaviour, preferences, and motivations and barriers 8 Jackie Middle England Mums 4.9% 0.0% 9.5% 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% towards sport. 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% The segmentation data also draws on a two-tier solution 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% driven by key lifestage and lifestyle identifiers such as age, 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% affluence, marital status and parental obligations. Within 14 Brenda Older Working Women 4.9% 0.0% 9.5% these, the levels of participation and the activities undertaken 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% vary enormously. Each segment has been described within 16 Norma Later Life Ladies 2.1% 0.0% 3.9% the context of sporting activities and levels of participation. 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% Also, through providing underlying variables pertaining for 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% example towards attitudes, socio-demographics, health statistics and marketing communication preferences, a fully- The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; rounded picture of each segment has been developed. segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a person may still belong to a segment even if they fall outside that segment’s age band This is a modelled dataset, showing the likelihood of Index tables available at www.sportengland.org/segments provide more detail in tabular form sections of the adult population to display certain characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

Creating sporting opportunities in every community

• Mainly aged 36-45 Jackie - 8 • Married • Part-time skilled worker Middle England Mums or stay-at-home mum • Children Mums juggling work, family and finance 5% of all adults; 10% of adult women

About Jackie Jackie, 43, is married with three school age children. She works part time at a call centre and her husband Dave is a salesman.

Life is hectic for Jackie. She doesn’t get much time for herself, being busy taking the children to school and after school activities, grocery shopping, working, and getting dinner on the table. She feels like a taxi service for the kids these days, forever taking them to one activity or another both during the week and at weekends.

Jackie goes to an aerobics class one evening a week and tries to take the kids swimming or ice skating on Saturdays. Dave bought her an exercise bike last Christmas, but it is just gathering dust in the garage. Healthy eating isn’t high on Jackie’s list of priorities. Dinners just have to be quick, easy and something the kids will eat.

Ethnic origin Individuals in this segment are predominantly of White British (79%), or Other White (8%) origin; or may also be of Irish heritage (6%), Asian/Asian British (5%), Black/Black British (2%), Chinese (1%) or belong to another ethnic group (1%).

Alternative names Andrea, Cheryl, Deborah, Jane, Louise

Jackie: Sports Overview Top sports that Jackie participates in Jackie All adults

22% • Jackie has above average participation in sport, Keep fit/gym although is less active then others in her age 17% 20% Swimming group. (more details overleaf). 14%

9% Cycling • The top sports that Jackie participates in are 9%

shown in the chart opposite: 22% of this group 6% Athletics take part in keep fit/gym compared to 17% of all 5% 2% Badminton adults; 20% of this group take part in swimming 2%

compared to 14% of all adults. 2% Equestrian 1%

• In line with the general adult population, 9% of this 2% Tennis segment take part in cycling; and 6% take part in 2% 1% athletics or running (compared to 5% of all adults). Football 4%

1% • Jackie may also play badminton, go horse-riding, Rounders play tennis, football, rounders or netball. 0% 1% Netball 0% Jackie is similar to/lives near: 0% 5% 10% 15% 20% 25% Kev (segment 9), Philip (segment 11) % of segment

Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Jackie is likely to live in towns/areas such as: England Active People Survey data (for the period April 2009 to April 2010): based on Dover, Aldershot, Wigan, Uxbridge, Chesterfield participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggrou opportunitiesps) that this segm inent every particip ates in. Athletics includes jogging and road running 1 community

Creating sporting opportunities in every community

Jackie - 8 Middle England Mums

How sporty is Jackie?

Jackie's sporting activity (30 minute moderate intensity per week) Jackie’s sporting activity Jackie All adults 70% Jackie’s participation levels are slightly higher than the 60% 60% general adult population: Almost half take part in sport 50% 56% 47% more than once a week. 40% 40% 16% of people in this segment do three sessions of 30 30% minutes, moderate intensity sport at least three times % of segment 20% 24% 22% 16% per week, compared to 15% of all adults. 10% 15% 0% 56% of people in this segment do no sport, compared 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 to 60% of all adults. mins mins mins Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least Jackie: Organised sport twice a week and at least three times a week. Totals will add to more than 100%. Jackie All adults

30% Organised Sport 20% of this segment are members of a sports club 25% compared to 23% of all adults; 20% of this segment 23% have received instruction in the past year compared to 20% 20% 20% 17% of all adults.

15% 17% Jackie is unlikely to have taken part in sporting 12% 10% competition over the past 12 months (9% of this

% of segment of % 9% 8% segment have done so, compared to 12% of all adults). 5% 7% 8% of this segment volunteer in sporting activity, compared to 7% of all adults. 0% Received instruction Club member Competition Volunteer Top sports that Jackie would like to do more of Source: Sport England Market Segmentation 2010, using Sport England Active Jackie All adults People Survey data (for the period April 2009 to April 2010). Received instruction is based on any tuition or coaching in the last 12 months, club 35% member is based on those who have been a member of a club in order to participate Swimming 27% in the last four weeks, competition is based on organised competition in the last 12 19% months and volunteering is based on any volunteering in the past four weeks. Keep fit/gym 14% 8% Cycling 10% 6% Jackie’s latent demand for sport Athletics 5% 4% Tennis 4% 67% of this segment would like to do more sport, 4% compared to 52% of all adults. Badminton 4% 1% Netball 1% Of this segment, 35% would like to do more swimming 1% compared with 27% of all adults. Equestrian 1% 1% Squash and racketball 1% Other sports Jackie would like to do are keep fit/gym 1% Martial arts/combat sports (19%); cycling (8%); and athletics or running (6%). 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% % of segment Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of Creating sportingsegment opportunities that said they woul ind every like to do more of a certain sport, based on those adults 2 who said they would like to do more sport community

Creating sporting opportunities in every community

Jackie - 8 Middle England Mums

What drives Jackie’s participation?

Jackie: Motivations and barriers for taking part in sport Motivations for Jackie Jackie All Adults 39% To keep fit • The main motivations for Jackie playing sport Motivations 30% 36% are keeping fit (39%), enjoyment (36%), taking Just enjoy it 29% 25% the children (25%) and losing weight (12%). To take children 8% 12% • ‘Training/taking part in a competition’ and To lose weight 7% ‘improving performance’ are not significant 9% To meet with friends 12% motivating factors for Jackie to play sport. 2% To improve performance 4% Barriers for Jackie 1% To help with injury/disability 2% 1% • ‘Other’ factors (which includes ‘leaving To train/take part in competition 2% school’, ‘no opportunity’ and ‘economic/work

reasons’ are a barrier for 25% of this segment. -25% Other* -21% Barriers • Work commitments are a barrier for 21% of -21% Work commitments this segment in line with 19% for all adults. -19% -21% Health/injury/disability -41% • ‘Health, injury and disability’ are considered a -18% Family barrier to playing sport by 21% of this -7% -15% segment, and 16% of this segment describe Lack of time -12% themselves as having a long-standing illness, -60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% disability or infirmity. ‘Help with an % of segment injury/disability’ is a motivating factor for 1% of Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 this segment to play sport. Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work reasons’ How satisfied is Jackie?

Jackie: Satisfaction with sporting experience All adults Jackie Within this segment, Jackies who participate in sport are 9.0 most satisfied with the ‘release and diversion’ and

8.5 ‘exertion and fitness’ aspects of their sporting experience. Jackie is least satisfied with the

e 8.0

r ‘performance’, ‘facilities’ and ‘coaching’ aspects, although her satisfaction with coaching is higher than the

Sco 7.5 average for all adults who play sport. 7.0 Jackie records lower satisfaction levels than all adults 6.5 who play sport in the area of ‘social aspects’. She n y ce ess o ials e n c an ati fi records higher levels of satisfaction than all adults who m & Staff p f Mon r Fit iversion O o & Facilities Coaching r D rtici fo erf n & P e play sport in the areas of ‘facilities’, ‘coaching’, and People f Pa lu Social Aspects o a V Exertio ‘exertion and fitness’. Release Ease

Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey 3 community

Creating sporting opportunities in every community

Jackie - 8 Middle England Mums

What else does Jackie like to do?

Jackie: Other cultural activities

Jackie All adults

89% In common with other adults, friends and family, Friends/family 85% 88% TV and listening to music all compete for Jackie’s Watch TV 89% 87% leisure time. Shopping 71% 79% Shopping is an important activity for Jackie, with Listen to music 76% 77% 87% of this segment going shopping in their Read 68% 72% spare time compared to 71% of all adults. Days out/visits 64% 71% Jackie is more likely than all adults to spend her Restaurants 68% 67% spare time using the internet and emailing; and Internet/emailing 54% 59% going to the cinema. Go to cinema 44% 57% Sport is not a high priority for Jackie, being tenth Sport/exercise 52% on her list of activities. 57% of this segment plays 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% sport in their spare time compared to 52% of the % of segment

overall adult population. Source: Sport England Market Segmentation 2010. Chart shows activities undertaken in the past 12 months, taken from the DCMS Taking Part survey 2010. Respondents may chose multiple answer, so percentages will not add up to 100%.

What would encourage Jackie to do more sport?

Jackie: What would make her do more sport?

Jackie All adults

50% Less busy 46% 50% of this segment say they would be encouraged to 22% Cheaper admission do more sport if they were less busy, compared to 46% 18% of the overall adult population. 15% Help with childcare 6% 22% of this segment say they would be encouraged to 11% People to go with 14% do more sport if admission to facilities and activities was

7% cheaper, compared to 18% of the overall adult Longer opening hours 6% population. 7% Better facilities (eg café) 6% Childcare issues are significant for Jackie: 15% of people 5% More free time 6% in this segment would do more sport if they had more

5% help with childcare, compared to 6% of all adults. Better playing facilities 6%

4% Improved transport, etc 6%

0% 10% 20% 30% 40% 50% 60% % of segment

Creating sporting opportunities in every community

Jackie - 8 Middle England Mums

How to reach Jackie

Key Points Jackie reads newspapers and magazines such as… • Most responsive to: Television • Preferred information channel: Telephone All About Soap What’s On TV • Preferred service channel: Mobile Bella Chat • Decision style: ‘Intuitive’ – Jackie prefers simple but Inside Soap Red straightforward messages, and doesn’t like to be TV Choice The Daily Mirror overwhelmed by facts and figures OK! Caravan World

TV/RADIO Her preferred marketing tone and message Jackie is a medium TV viewer, enjoying soaps, chat is… shows and dramas. She has Freeview digital channels, Mass-market Family-orientated mainly for the children, but she does enjoy the daytime soaps and chat shows herself. As a light/medium radio Down to Earth Reliable listener she prefers local commercial over national Practical Competitive stations and displays a good level of advert recall. Jackie does not really listen to BBC radio stations. Everyday Established INTERNET Value Mainstream Jackie is a light and cautious internet user, with only a slow broadband connection. She has been encouraged to use it by her children and is becoming more Jackie is responsive to brands such as… confident. She prefers to browse for information, rather than make purchases over the internet.

POSTERS/DIRECT MAIL/NEWSPAPERS

Jackie is likely to respond to women’s magazine adverts that mix information with style and health. She may also respond to direct mail and passive, mass-marketing adverts, typically if value/benefit-driven. TELEPHONE

Jackie owns a pay-as-you-go mobile phone, primarily for emergencies and sending the odd text. She is comfortable with telephone banking, ordering from catalogues over the phone and listening to advice lines.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Jackie - 8 Middle England Mums

About the 19 market segments The 19 Segments Name Description % Pop % M % F 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% The segments have been developed for Sport England by 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% Experian, using socio-economic and demographic data, and 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% 4 Leanne Supportive Singles 4.3% 0.0% 8.2% overlaid with Sport England’s Active People and Satisfaction 5 Helena Career Focused Females 4.5% 0.0% 8.8% data, as well as the DCMS/Sport England Taking Part 6 Tim Settling Down Males 8.8% 18.2% 0.0% survey. This data is used to profile the different groups’ 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% behaviour, preferences, and motivations and barriers 8 Jackie Middle England Mums 4.9% 0.0% 9.5% towards sport. 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% The segmentation data also draws on a two-tier solution 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% driven by key lifestage and lifestyle identifiers such as age, 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% affluence, marital status and parental obligations. Within 14 Brenda Older Working Women 4.9% 0.0% 9.5% these, the levels of participation and the activities undertaken 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% vary enormously. Each segment has been described within 16 Norma Later Life Ladies 2.1% 0.0% 3.9% the context of sporting activities and levels of participation. 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% Also, through providing underlying variables pertaining for 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% example towards attitudes, socio-demographics, health statistics and marketing communication preferences, a fully- The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; rounded picture of each segment has been developed. segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a person may still belong to a segment even if they fall outside that segment’s age band Index tables available at www.sportengland.org/segments provide more detail in tabular form This is a modelled dataset, showing the likelihood of sections of the adult population to display certain characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 36-45 Kev - 9 • Married or single Pub League Team Mates • May have children • Vocational job

Blokes who enjoy pub league games and watching live sport 6% of all adults; 12% of adult men

About Kev Kev, 40, lives with his long-term partner and stepson, working as a self-employed plumber.

On Saturday mornings Kev occasionally trains with the pub football team, and sometimes makes the Sunday side – although he’s struggling more and more to keep up with the lads in the team. Alternatively Kev may spend his weekends doing DIY at home and watching TV. Evenings and weekends may see him down the local pub, smoking, drinking and watching sport, or taking part in other social activities, when work allows.

Kev used to enjoy lifting weights or using his punch bag at home, but lately his shoulder has been playing him up, so instead it is a few games of snooker or darts. He can’t understand healthy eating fads - salads just don’t seem like a proper meal to him, so he tends to stick to a relatively unhealthy processed food diet.

Ethnic origin Individuals in this segment are predominantly of White British heritage (67%), or Asian/Asian British heritage (12%); or may be of Other White origin (11%), of Irish heritage (6%), Black/Black British (2%), Chinese (1%) or belong to another ethnic group (1%).

Alternative names Lee, Craig, Steven, Tariq, Dariusz.

Kev: Sports Overview Top sports that Kev participates in Kev All adults • Kev has average levels of sports participation 14% (more details overleaf). Keep fit/gym 17%

12% Football • The sports that Kev participates in most are shown 4%

in the chart opposite: 14% of this segment take 11% Cycling part in keep fit/gym compared to 17% of all adults; 9% 10% Swimming 12% of this segment take part in football compared 14%

6% to 4% of all adults. In addition, 11% of people in Athletics this segment take part in cycling, and 10% go 5% 4% Golf swimming. 4% 4% Angling • Kev may also take part in athletics or running, golf, 1% 2% Badminton angling, badminton, archery or martial arts/combat 2%

sports. 2% Archery 1%

2% Martial arts/combat sports Kev is similar to/lives near: 1%

Jackie (segment 8), Paula (segment 10) 0% 5% 10% 15% 20% % of segment Kev is likely to live in towns/areas such as: Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010): based on Walthamstow, Walsall, Rotherham, Bradford, Wakefield participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggrou opportunitiesps) that this segm inent every particip ates in. Athletics includes jogging and road running. 1 community

Creating sporting opportunities in every community

Kev - 9 Pub League Team Mates

How sporty is Kev?

Kev's sporting activity (30 minute moderate intensity per week) Kev’s sporting activity Kev All adults 70% Kev’s participation levels are slightly higher than those 60% 60% 57% of the overall adult population; 42% take part in sport 50% at least once a week and 17% of this segment does 40% 42% 40% three 30-minute sessions of moderate intensity sport 30% per week, compared to 15% of all adults. 25% % of segment of % 20% 22% 17% 57% of people in this segment have done no sport in 10% 15% the past month, compared to 60% of the overall adult 0% 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 population. mins mins mins

Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Kev: Organised sport England Active People Survey data (for the period April 2009 to April 2010). Chart Kev All adults shows percent doing sport at least once a week, at least twice a week and at least three times a week. Totals will add to more than 100% 30%

25% Organised Sport

23% 22% 22% of this segment are a member of a club to play 20% sport, compared to 23% of all adults; 16% of this

15% 17% 16% segment have taken part in competition during the past

13% 12 months compared to 12% of all adults. 12% 10% % of segment 7% Kev is unlikely to receive sports instruction: 13% of this 7% 5% segment have received instruction in the past 12

0% months, compared to 17% of all adults. In line with all Received instruction Club member Competition Volunteer adults, 7% of this segment volunteer in sporting activity.

Source: Sport England Market Segmentation 2010, using Sport England Active People Survey data (for the period April 2009 to April 2010). Top sports that Kev would like to do more of Received instruction is based on any tuition or coaching in the last 12 months, club member is based on those who have been a member of a club in order to participate Kev All adults in the last four weeks, competition is based on organised competition in the last 12 21% months and volunteering is based on any volunteering in the past four weeks. Swimming 27% 13% Cycling 10% 11% Keep fit/gym 14% 5% Kev’s latent demand for sport Athletics 5% 4% 62% of this segment would like to do more sport, Football 2% 4% compared to 52% of all adults. Golf 3% 4% Of this segment, 21% would like to do more swimming Badminton 4% 3% compared with 27% of all adults. Tennis 4% 3% Other sports Kev would like to do more of are cycling Martial arts/combat sports* 1% 2% Squash/racketball (13%); keep fit/gym (11%); and athletics (5%). 1% Kev may also like to do more golf or more badminton. 0% 5% 10% 15% 20% 25% 30% % of segment Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of segment that said they would like to do more of a certain sport, based on those adults Creating sporting opportunities in every 2 who said they would like to do more sport community

Creating sporting opportunities in every community

Kev - 9 Pub League Team Mates

What drives Kev’s participation?

Kev: Motivations and barriers for taking part in sport

Motivations for Kev Kev All Adults

43% • The main motivations for Kev playing sport are Just enjoy it Motivations 29% enjoyment (43%), keeping fit (30%), socialising 30% To keep fit 30% (14%) and to take children (9%). 14% To meet with friends 12% • ‘Training/taking part in a competition’ is a 9% To take children 8% much less important motivating factor for Kev. 5% To lose weight 7% Barriers for Kev 5% To improve performance 4% 3% • 32% of this segment give their main barrier as To train/take part in competition 2% work commitments, compared to 19% of all 2% To help with injury/disability adults. 2%

• ‘Other’ factors (which includes ‘leaving -32% Work commitments Barriers school’, ‘no opportunity’ and ‘economic/work -19% -26% factors’) are a barrier for 26% of this segment, Other* -21% -22% compared to 21% of all adults. Health/injury/disability -41% -15% • ‘Health, injury and disability’ are considered a Lack of time -12% -5% barrier to playing sport by 22% of this Family -7% segment, and 24% of this segment describe -60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% themselves as having a long-standing illness, disability or infirmity. % of segment Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work factors’ How satisfied is Kev?

Kev: Satisfaction with sporting experience All adults Kev Within this segment, Kevs who participate in sport are 9.0 most satisfied with the ‘release and diversion’ and ‘social’ aspects of their sporting experience. 8.5

8.0 e Kev is least satisfied with the ‘performance’, ‘facilities’ r o and ‘coaching’ aspects of his sporting experience,

Sc 7.5 although his satisfaction with facilities is fairly consistent

7.0 with satisfaction levels amongst all adults who do sport.

6.5

e ts n o ti hing ials pec ilities c fic ipa f rmanc Fitness As c O o & l Fac Coa rf a rti Pe Pa Soci People & Staff of xertion e Value for Money E s Release & Diversion Ea Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey 3 community

Creating sporting opportunities in every community

Kev - 9 Pub League Team Mates

What else does Kev like to do?

Kev: Other cultural activities

Kev All adults

In common with the general adult population, TV, 86% Watch TV friends and family, and listening to music all 89% 76% Friends/family compete for Kev’s leisure time. 85% 72% Listen to music Kev is less likely than the overall adult population 76% 58% to spend his time shopping, eating in restaurants, Internet/emailing 54% or on days out and visits. 57% Shopping 71% Sport is within the top ten priorities for Kev, with 54% Restaurants 52% of this segment playing sport in his spare 68% 52% Sport/exercise time. This is in line with the general adult 52% 50% population. Days out/visits 64% 46% DIY 39% 45% Pubs/bars/clubs 45%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of segment

Kev: What would make him do more sport?

Kev All adults

48% Less busy 46% 48% of people in this segment would be encouraged to 21% Cheaper admission do more sport if they were less busy, compared to 46% 18% of the overall adult population. 12% People to go with 14% 21% of this segment would be encouraged to do more 9% Better playing facilities 6% sport if admission to facilities/activities was cheaper, 7% More free time compared to 18% of the overall adult population. 6%

7% Longer opening hours 12% of this segment would be encouraged to do more 6% sport if they had people to go with, compared to 14% of 6% Better facilities (eg café) 6% the overall adult population. 4% Improved transport, etc 6%

3% Help with childcare 6%

0% 10% 20% 30% 40% 50% 60% % of segment Source: Sport England Market Segmentation 2010, taken from the DCMS Taking Part survey 2006 (this question was not included in the 2010 survey). Respondents may chose multiple answers, so percentages will not add up to 100%.

Creating sporting opportunities in every 4 community

Creating sporting opportunities in every community

Kev - 9 Pub League Team Mates

How to reach Kev

Key Points Kev reads newspapers and magazines such as… • Most responsive to: Television • Preferred information channel: SMS Text Autotrader The Daily Mirror • Preferred service channel: Telephone/internet The Daily Star Front • Decision style: ‘Experiential’ - Kev is open to new Loot News of the World ideas and offers if they are presented in an original Superbike Nuts and entertaining way. Exchange & Mart Racing Post

TV/RADIO His preferred marketing tone and message is… Kev is a heavy TV viewer, likely to have a digital or cable package for extra sports coverage. He is likely to use Down to Earth Value/Cheap interactive TV and may notice advertising on these services or the sponsorship of a programme. Kev is a Dependable Uncomplicated heavy radio listener and is likely to favour local Jargon free Plain commercial stations. He will notice radio advertising, especially practical advice pitched at improving his Traditional Mass market lifestyle or financial situation. Not gimmick-led Unpretentious INTERNET

As a medium internet user, Kev browses for motor or Kev is responsive to brands such as… employment information. He is unlikely to make purchases online, but may notice web banners on the information sites he visits. POSTERS/DIRECT MAIL/NEWSPAPERS

Kev is most likely to respond to poster advertising and mail shots delivered with the newspapers he reads. He has an experiential decision making style and welcomes new and original ideas. TELEPHONE

Kev’s mobile phone is important for his plumbing business, and he also uses it for social reasons. He is likely to have a monthly contract, but will not respond to text adverts as these are perceived as costly.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Kev - 9 Pub League Team Mates

About the 19 market segments The 19 Segments Name Description % Pop % M % F 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% The segments have been developed for Sport England by 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% Experian, using socio-economic and demographic data, and 4 Leanne Supportive Singles 4.3% 0.0% 8.2% overlaid with Sport England’s Active People and Satisfaction 5 Helena Career Focused Females 4.5% 0.0% 8.8% data, as well as the DCMS/Sport England Taking Part 6 Tim Settling Down Males 8.8% 18.2% 0.0% survey. This data is used to profile the different groups’ 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% 8 Jackie Middle England Mums 4.9% 0.0% 9.5% behaviour, preferences, and motivations and barriers 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% towards sport. 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% The segmentation data also draws on a two-tier solution 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% driven by key lifestage and lifestyle identifiers such as age, 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% affluence, marital status and parental obligations. Within 14 Brenda Older Working Women 4.9% 0.0% 9.5% these, the levels of participation and the activities undertaken 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% vary enormously. Each segment has been described within 16 Norma Later Life Ladies 2.1% 0.0% 3.9% 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% the context of sporting activities and levels of participation. 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% Also, through providing underlying variables pertaining for 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% example towards attitudes, socio-demographics, health statistics and marketing communication preferences, a fully- The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; rounded picture of each segment has been developed. segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a person may still belong to a segment even if they fall outside that segment’s age band Index tables available at www.sportengland.org/segments provide more detail in tabular form This is a modelled dataset, showing the likelihood of sections of the adult population to display certain characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

…visit www.sportengland.org/segments where you can user the segmentation web tool to: Explore the Segments, and answer questions such as ‘what is the dominant segment in my local authority area’ or ‘which segment lives within the catchment of my sports centre?’ or ‘where in my local area does Chloe live?’ Explore a particular Sport – and answer questions such as ‘which segments are more likely to play my sport’ or ‘which segments play team sports?’ or ‘in this area, where are the people located who are more likely to play tennis?’ Investigate further characteristics about the segment and answer questions such as ‘where are people located who would like to play sport to lose weight?’ This document can be provided in alternative languages and formats such as large print, Braille, tape and on disc, upon request. Call our 08458 508 508 for more details Sport England, Victoria House, Bloomsbury Square, London WC1B 4SE. Published: October 2010. Copyright: Sport England. . Sport England assumes no responsibility for the completeness, accuracy and currency of the information contained on this website/maps/reports

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 26-45 Paula - 10 • Single • Job seeker or part Stretched Single Mums time low skilled

Single mums with financial pressures, childcare issues and little time for pleasure 4% of all adults; 7% of adult women

About Paula Paula, 33, lives in a council owned property with her three children. Jade and Kyle are at school now, but Ruby is still at home. Paula receives some state benefits, but things are still very difficult. Her debt has built up over the last few years and she hasn’t been able to work because of the children.

A couple of times a week a friend looks after Ruby so Paula can get a break at afternoon bingo. At the weekend she sometimes takes the kids swimming or ice skating. It’s not cheap, but they need entertaining.

Paula can’t afford much fresh healthy food; instead she buys convenience meals from the discount freezer store. Given her stress-filled life she feels it’s understandable she needs to smoke and enjoy the odd drink.

Ethnic origin Individuals in this segment are predominantly of White British (70%), or Other White (10%) origin; or may also be Asian/Asian British (10%), of Irish heritage (6%), Black/Black British (3%), Chinese (1%) or belong to another ethnic group (1%).

Alternative names Donna, Gemma, Shelley, Tina, Tammy

Top sports that Paula participates in Paula: Sports Overview Paula All adults • Paula is not a very active type and her participation 18% Keep fit/gym levels are slightly below those of the general adult 17% 17% population (more details overleaf). Swimming 14%

5% Cycling • The top sports that Paula participates in are shown 9%

in the chart opposite: 18% of people in this 4% Athletics segment participate in keep fit/gym compared to 5% 3% Football 17% of all adults; 17% of people in this segment 4% 2% take part in swimming compared to 14% of all Badminton 2%

adults; 5% of this segment take part in cycling, and 1% Tennis 4% in athletics or running. 2% 1% Rounders • Paula may also take part in football, badminton, 0% 1% Equestrian tennis, rounders, horse riding and netball. 1%

1% Netball Paula is similar to/lives near: 0% Kev (segment 9), Brenda (segment 14) 0% 5% 10% 15% 20% % of segment Paula is likely to live in towns/areas such as: Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Bootle, Stratford (east London), Widnes, Bolton, Altrincham England Active People Survey data (for the period April 2009 to April 2010): based on participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggrou opportunitiesps) that this segm inent every particip ates in. Athletics includes jogging and road running. 1 community

Creating sporting opportunities in every community

Paula - 10 Stretched Single Mums

How sporty is Paula?

Paula's sporting activity (30 minute moderate intensity per week) Paula’s sporting activity Paula All adults 70% Paula is not an active type; 63% of this segment have 60% 63% 60% done no sport in the past month, compared with 60% 50% of all adults. 40% 40% 36% 36% play sport at least once a week, below the 30%

national average of 40%. segment of % 20% 22% 18% 10% 15% 13% of this segment take part in at least three thirty 13% 0% minute sessions of moderate intensity sport per week, 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 compared to 15% of all adults. mins mins mins

Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Paula: Organised sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing sport at least once a week, at least twice a week and at least Paula All adults three times a week. Totals will add to more than 100%

30% Organised Sport 25% Paula is unlikely to be a member of a club to play sport 23% 20% (13% of this segment are club members compared to 23% of all adults). She is also unlikely to receive tuition 17% 15% 16% 16% of this segment have received tuition in the past 12 13% months compared to 17% of all adults. 12% 10% % of segment of % Of this segment, 6% have taken part in competition in 7% 5% 6% 5% the past 12 months, and 5% volunteer in sporting activity. 0% Received instruction Club member Competition Volunteer Top sports that Paula would like to do more of Source: Sport England Market Segmentation 2010, using Sport England Active Paula All adults People Survey data (for the period April 2009 to April 2010). Received instruction is based on any tuition or coaching in the last 12 months, club 35% member is based on those who have been a member of a club in order to participate Swimming 27% in the last four weeks, competition is based on organised competition in the last 12 18% months and volunteering is based on any volunteering in the past four weeks Keep fit/gym 14% 7% Cycling 10% 5% Paula’s latent demand for sport Athletics 5% 5% Tennis 69% of people in this segment would like to do more 4% 4% sport, compared to 52% of all adults. Badminton 4% 2% Netball Of this segment, 35% would like to do more swimming 1% 2% compared with 27% of all adults;18% would like to do Martial arts/combat sports 1% 1% more keep fit/gym, compared to 14% of all adults. Equestrian 1% 1% Paula may also like to do more athletics, tennis, Dance Exercise 0% badminton, netball, martial arts/combat sports, horse- 0% 5% 10% 15% 20% 25% 30% 35% 40% riding and dance exercise. % of segment Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of Creating sportingsegment opportunities that said they woul ind every like to do more of a certain sport, based on those adults 2 who said they would like to do more sport community

Creating sporting opportunities in every community

Paula - 10 Stretched Single Mums

What drives Paula’s participation?

Paula: Motivations and barriers for taking part in sport

Motivations for Paula Paula All Adults

27% • The main motivations for Paula playing sport Just enjoy it Motivations 29% are enjoyment (27%), keeping fit (26%), to take 26% To keep fit 30% children (21%) and losing weight (11%). 21% To take children 8% • ‘Training/taking part in competition’, and 11% To lose weight 7% ‘improving performance’ are not significant 7% motivating factors for Paula playing sport. To meet with friends 12% 2% To improve performance Barriers for Paula 4% 1% To help with injury/disability 2% • Family commitments are an important barrier 0% To train/take part in competition for this segment; 25% of this segment list 2% family as a barrier compared to 7% of all -25% adults. Family -7% Barriers -24% • ‘Other’ factors (which includes ‘leaving Other* -21% -21% school’, ‘no opportunity’ and ‘economic/work Work commitments -19% reasons’) are a barrier for 24% of this -18% Health/injury/disability -41% segment. -12% Lack of time -12%

• ‘Health, injury and disability’ are considered a -60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% barrier to playing sport by 18% of this segment, and 19% of this segment describe % of segment themselves as having a long-standing illness, disability or infirmity. Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work How satisfied is Paula? reasons

Paula: Satisfaction with sporting experience All adults Paula Within this segment, Paulas who participate in sport are 9.0 most satisfied with the ‘release and diversion’, ‘social’

8.5 and ‘exertion and fitness’ aspects of their sporting experience. 8.0 e or Paula is least satisfied with the ‘performance’, ‘facilities’

Sc 7.5 and ‘coaching’ aspects of the sporting experience. 7.0 Paula tends to record higher levels of satisfaction than all 6.5 adults who play sport, in the areas of ‘exertion and s s s g e s n ff n e ls y c e io ta o in ia n n ect ti iti c t rs p S a l ch fi one ma e s ip f fitness’, ‘release and diversion’, ‘facilities’ and ‘coaching’. r Fi iv A c aci oa O M fo l le & ti F C r D ia p or c ar f Pe ion & eo t e & lue s So P f P a xer a o V E le se Re Ea

Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey 3 community

Creating sporting opportunities in every community

Paula - 10 Stretched Single Mums

What else does Paula like to do?

Paula: Other cultural activities

Paula All adults

Shopping 85% Shopping is an important activity for Paula’s 71% 83% spare time: 85% of people in this group go Watch TV 89% 82% shopping in their spare time compared to 71% of Friends/family 85% 79% the general adult population. Listen to music 76% 63% Like the rest of the adult population, watching TV, Internet/emailing 54% 61% friends and family and listening to music all also Read 68% 59% compete for Paula’s spare time. Days out/visits 64% 57% Sport and exercise are not high priorities for Restaurants 68% 48% Paula, with 44% of this segment playing sport in Go to cinema 44% 44% their spare time compared to 52% of all adults. Sport/exercise 52%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of segment

What would encourage Paula to do more sport?

Paula: What would make her do more sport?

Paula All adults

36% Less busy 46% 36% of this segment say they would do more sport if

33% they were less busy, compared to 46% of the overall Cheaper admission 18% adult population. 20% Help with childcare 6% 33% of this segment say they would do more sport if 12% People to go with 14% admission to facilities/activities was cheaper, compared

8% to 18% of the overall adult population, suggesting that Longer opening hours 6% the cost of taking part in sport is a significant issue for 8% Better playing facilities 6% Paula.

7% Improved transport, etc 6% 20% would do more sport if they had help with

6% childcare, compared to 6% of all adults. Better facilities (eg café) 6%

4% More free time 6%

Creating sporting opportunities in every community

Paula - 10 Stretched Single Mums

How to reach Paula

Key Points Paula reads newspapers and magazines such as… • Most responsive to: Television • Preferred information channel: SMS Text All About Soap Bella • Preferred service channel: Face to face Chat Best • Decision style: ‘Experiential’ - Paula is open to new The Daily Star Inside Soap ideas and offers if they are presented in an original News of the World TV Quick and entertaining way That’s Life OK!

TV/RADIO Her preferred marketing tone and message Paula is a heavy TV viewer, enjoying quiz and chat is… shows, reality TV and soaps. She is likely to have a Uncomplicated Kids digital or cable package and enjoys the extra shopping channels. She is likely to notice programme sponsorship Jargon free Value/Cheap and is positive towards TV advertising, being influenced Time saver Mass culture by both. Easy to understand Mass market INTERNET Credit Free trial Paula does not have internet access at home, and whilst she may use interactive TV for some browsing, she is very unlikely to respond to internet-based adverts. POSTERS/DIRECT MAIL/NEWSPAPERS Paula is responsive to brands such as… Paula enjoys reading tabloid newspapers and women’s lifestyle magazines, and is likely to notice adverts within these. She is a frequent responder to direct mail, especially looking for offers that will save her money and new and original choices that will satisfy her experiential decision making style. Paula will also respond to adverts that she sees whilst out on her daily business. TELEPHONE

Paula is a heavy mobile phone user, though this is likely to be pay-as-you-go rather than contracted. She may respond favourably to text adverts, when linked to special offers.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Paula - 10 Stretched Single Mums

About the 19 market segments

Name Description % Pop % M % F The 19 Segments 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% The segments have been developed for Sport England by 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% Experian, using socio-economic and demographic data, and 4 Leanne Supportive Singles 4.3% 0.0% 8.2% 5 Helena Career Focused Females 4.5% 0.0% 8.8% overlaid with Sport England’s Active People and Satisfaction 6 Tim Settling Down Males 8.8% 18.2% 0.0% data, as well as the DCMS/Sport England Taking Part 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% survey. This data is used to profile the different groups’ 8 Jackie Middle England Mums 4.9% 0.0% 9.5% behaviour, preferences, and motivations and barriers 9Kev Pub League Team Mates 5.9% 12.2% 0.0% 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% towards sport. 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% The segmentation data also draws on a two-tier solution 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% driven by key lifestage and lifestyle identifiers such as age, 14 Brenda Older Working Women 4.9% 0.0% 9.5% affluence, marital status and parental obligations. Within 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% these, the levels of participation and the activities undertaken 16 Norma Later Life Ladies 2.1% 0.0% 3.9% 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% vary enormously. Each segment has been described within 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% the context of sporting activities and levels of participation. 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% Also, through providing underlying variables pertaining for example towards attitudes, socio-demographics, health The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; statistics and marketing communication preferences, a fully- segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a person may still belong to a segment even if they fall outside that segment’s age band rounded picture of each segment has been developed. Index tables available at www.sportengland.org/segments provide more detail in tabular form This is a modelled dataset, showing the likelihood of sections of the adult population to display certain characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 46-55 Philip - 11 • MarrAiedge 18-25with Children • Full Sintimegle employment Comfortable Mid-Life Males and owner occupier Graduate Mid-life professional, sporty males with older children and moreProfessional time for themselves 9% of all adults; 18% of adult men

About Philip

Philip is 48, an owner-occupier, and married with two older children. One recently graduated and left home, the other is on a gap year before starting university next autumn. Whilst there are still some university fees to pay, Philip is at the height of his career, enjoying a comfortable salary at an established firm. Philip still keeps up his love of sport, hindered only by office pressures. He plays badminton in a local team, and if he gets home early enough, enjoys a swim at the health club. He shares football season tickets with his son, and together they play cricket for the local Sunday side – alas, his rugby days are over. Reasonably health conscious, Philip wants to stay healthy for later in life so he can keep playing sport for as long as possible. He’s not in any hurry to hang up his pads, and anyway, he’d keep up his involvement in the club as fixture secretary. Ethnic origin Individuals in this segment are predominantly of White British (82%), or Other White (7%) origin; or may also be of Irish heritage (6%), Asian/Asian British (4%), Black/Black British (1%), Chinese (0.5%) or belong to another ethnic group (0.5%). Alternative names Graham, Colin, Keith, Stuart, Clive

Top sports that Philip participates in Philip: Sports Overview Philip All adults 16% Cycling • Philip’s sporting activity levels are above the national 9% 15% Keep fit/gym average (more details overleaf). 17% 12% Sw imming • The top sports that Philip participates in are shown in 14% the chart opposite: Cycling is the top sport, and 16% 9% Football of this segment do this at least once a month, almost 4% 8% Golf double the national average. 4% 7% Athletics • Philip also enjoys keep fit/gym, swimming, football, 5% golf and athletics (running). His participation in most 3% Angling of his top sports is above the national average, which 1% 3% Badminton is indicative of the priority he places on sport. 2% 3% Tennis 2% 2% Squash/racketball Philip is similar to/lives near: 1%

Jackie (segment 8), Elaine (segment 12) 0% 5% 10% 15% 20% % of segment Philip are likely to live in towns such as: Chippenham, Eastleigh, Aylesbury, Andover, Southport Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010): based on participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggroup opportunitiess) that this segment in peveryarticipates in. Athletics includes jogging and road running 1 community

Creating sporting opportunities in every community

Philip - 11 Comfortable Mid-Life Males

How sporty is Philip?

Philip's sporting activity (30 minute moderate intensity per week) Philip’s sporting activity Philip All adults 70% Philip can be considered a ‘sporty’ segment, with 60% above average levels of sports participation. Half of 60% 50% this segment has done no sport in the past four weeks, 50% 51% 40% compared with the average of 60% of all adults. 40% 30% 29%

The proportion of this segment playing sport at least % ofsegment 20% 22% 19% once a week is 11 percentage points above the 10% 15% national average, and almost a fifth have undertaken 0% three sessions of sport a week, compared with a 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 national average of 15%. mins mins mins Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least Philip: Organised sport twice a week and at least three times a week. Totals will add to more than 100%.

Philip All adults

35% Organised Sport 30% 30% 30% of Philips are members of a club to participate in 25% sport, which is higher than the national average. 23% 20% 21% 17% of this segment have received instruction in the 15% 17% 17% past 12 months, in line with all adults who play sport. 12% 10% 11% % of% segment

5% 7% 21% have taken part in competition which is well above average levels, and 11% have volunteered in the past 0% Received instruction Club member Competition Volunteer month. Top sports that Philip would like to do more of

Philip All adults Source: Sport England Market Segmentation 2010, using Sport England Active People Survey data (for the period April 2009 to April 2010). 18% Received instruction is based on any tuition or coaching in the last 12 months, club Swimming member is based on those who have been a member of a club in order to participate 27% in the last four weeks, competition is based on organised competition in the last 12 17% Cycling months and volunteering is based on any volunteering in the past four weeks 10% 10% Keep fit/gym 14% 7% Philip’s latent demand for sport Golf 3% 5% Athletics 58% of Philips say they would like to do more sport, 5% 4% Badminton compared to 52% of all adults. 4% 4% Tennis The top sports that Philip would like to do more of are 4% 3% Football swimming (18%), cycling (17%), keep fit (10%), and golf 2% 3% (7%). Squash and racketball 1% 2% Martial arts/combat A smaller proportion of this segment would also like to do 1% more athletics (running), badminton, tennis and football. 0% 5% 10% 15% 20% 25% 30% % of segment Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of Creating sportingsegment opportunities that said they woul ind every like to do more of a certain sport, based on those adults who said they would like to do more sport 2 community

Creating sporting opportunities in every community

Philip - 11 Comfortable Mid-Life Males

What drives Philip’s participation?

Motivations for Philip Philip: Motivations andbarriers for taking part in sport

• The main motivations for Philip are enjoyment, Philip All adults keeping fit and socialising where his scores are 48% Just enjoy it above the national average. 29% Motivations 34% Keep fit 30% • Taking children is also a factor for 13% of 17% Meet with friends Philips and weight loss is important for 6% of 12% 13% Take children this segment, which is the same score as 8% 6% improving performance. Lose weight 7%

Improve performance 6% • Competition is a much less relevant motivating 4% 4% factor for this segment, but higher than for Competition 2% most adults, which is consistent with the 1% Help with injury/disability relatively high proportion of this segment that 2% takes part in competition. -31% Work commitments Barriers for Philip -19% Barriers -30% Health/injury/disability -41% • Work commitments are the main barrier for -21% Other* Philip, with 31% citing this as a reason for -21% -14% doing less sport in the past year. Lack of time -12%

Family -4% • A similar proportion cite ‘health, injury or -7% disability’ as a barrier. This is below the -50% -30% -10% 10% 30% 50% national average which suggests that Philip is % of segment less impacted by health issues than other adults. 20% of this segment has a long Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), standing illness, disability or infirmity. asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to How satisfied is Philip? show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work factors’

Philip: Satisfaction with sporting experience Within this segment, Philips who participate in sport are All adults Philip 9.0 most satisfied with the release and diversion, social aspects, exertion and fitness and people and staff within 8.5 the sporting experience.

e 8.0 He has lower satisfaction with facilities and coaching at

Scor 7.5 levels that are below the national average. 7.0

6.5 Philip’s satisfaction broadly matches the average adult

ts ff n s y ce on c a ies ng al n e tio t hi i score in all other domains. rsi St a ili c ic e sp c f ma ip Mone Fitness iv A e & oa Of for & l tic Fa C or r D ia r f e on & opl P i e e Pa ue rt s Soc P f l e o a x ea e V E s el a R E

Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey 3 community

Creating sporting opportunities in every community

Philip - 11 Comfortable Mid-Life Males

What else does Philip like to do?

Philip: Other cultural activities

Philip All adults

90% Watch TV Philip enjoys a range of cultural activities, at levels 89% 85% close to the national average or above average in Friends/family 85% some cases. 77% Listen to music 76% 76% Television, friends and family, music and eating Eat out at restaurants 68% out top his list, followed by days out, internet or 72% Days out/visits emailing. This suggest he enjoys a range of 64% 71% Internet/emailing cultural and social activities both in and out of the 54% home, although as a busy segment, home Sport/exercise 65% 52% activities appear to be most important. 64% DIY 39% 63% Sport ranks higher for Philip than for many other Gardening 53% segments, with two thirds undertaking sport or 62% Read exercise in the past year. This activity is seventh 68% Shopping 59% of his top activities and so can be considered a 71%

real priority for him. 0% 20% 40% 60% 80% 100% He also has an above average propensity to do % of segment DIY, gardening, and to eat in restaurants. Source: Sport England Market Segmentation 2010. Chart shows activities undertaken in the past 12 months, taken from the DCMS Taking Part survey 2010. Respondents may chose multiple answer, so percentages will not add up to 100%. What would encourage Philip to do more sport?

Philip: What would make him do more sport? Philip All adults 59% of this segment say they would do more sport if 59% Less busy they were less busy, compared to 46% of the overall 46% adult population. 10% said they would need more 12% Cheaper admission 18% free time, which emphasises the significance of his 10% More free time busy life as a barrier to taking part in more sport. 6%

9% People to go with 12% said they would do more if there was cheaper 14%

5% admission and 9% would welcome having someone Better playing facilities 6% to go with. 4% Longer opening hours 6% 5% would like better playing facilities and 4% would 4% Improved transport, etc like longer opening hours, which suggests that he 6%

Better facilities (eg 4% would respond well to more flexible playing café) 6% opportunities. 2% Help with childcare 6% For Philip, better ancillary facilities, transport and 0% 10% 20% 30% 40% 50% 60% 70% child care were less of an issue than for other adults. % of segment

Creating sporting opportunities in every 4 community

Creating sporting opportunities in every community

Philip - 11 Comfortable Mid-Life Males

How to reach Philip? Philip reads newspapers and magazines Key Points such as… • Most responsive to: internet/email Classic & Sports Car Golf Monthly • Preferred information channel: internet The Financial Times Time • Preferred service channel: internet The Daily Telegraph Motoring & Leisure • Decision style: inquiring – he will make decisions that are based on research from either first or second Practical Photography Private Eye hand sources National Geographic Which?

TV/RADIO His preferred marketing tone and message is… Philip is a medium TV viewer, likely to have digital and use interactive services for sports and business news. Financially Prudent Practical He is a heavy radio listener, possibly as part of his daily commute or evening relaxation. Philip may notice TV Intelligent Informative advertising but does not respond to them. He tends not Pragmatic Selective to listen to commercial radio, except Classic FM. Refined Sensible INTERNET Established Service Philip uses the internet as an extra source of information to aid his inquiring decision making style. He responds well to internet or e-mail advertising, especially if presented in an informative style. Philip is responsive to brands such as… POSTERS/DIRECT MAIL/NEWSPAPERS

Philip reads personal interest magazines, and consumer advice publications. He likes to read newspapers daily, probably the Times or Daily Telegraph. He responds well to newspaper advertising, prefers a practical informational style that helps his decisions, rather than being ‘sold’ to. TELEPHONE

Philip uses his mobile phone for business and personal use, though he favours his landline. He is comfortable purchasing over the phone and internet, but is unlikely to respond to sms text alerts.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Philip - 11 Comfortable Mid-Life Males

About the 19 market segments The 19 Segments

Name Description % Pop % M % F The segments have been developed for Sport England by 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% Experian, using socio-economic and demographic data, and 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% overlaid with Sport England’s Active People and Satisfaction 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% 4 Leanne Supportive Singles 4.3% 0.0% 8.2% data, as well as the DCMS/Sport England Taking Part 5 Helena Career Focused Females 4.5% 0.0% 8.8% survey. This data is used to profile the different groups’ 6 Tim Settling Down Males 8.8% 18.2% 0.0% behaviour, preferences, and motivations and barriers 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% towards sport. 8 Jackie Middle England Mums 4.9% 0.0% 9.5% 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% The segmentation data also draws on a two-tier solution 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% driven by key lifestage and lifestyle identifiers such as age, 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% affluence, marital status and parental obligations. Within 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% these, the levels of participation and the activities undertaken 14 Brenda Older Working Women 4.9% 0.0% 9.5% vary enormously. Each segment has been described within 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% the context of sporting activities and levels of participation. 16 Norma Later Life Ladies 2.1% 0.0% 3.9% Also, through providing underlying variables pertaining for 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% example towards attitudes, socio-demographics, health 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% statistics and marketing communication preferences, a fully- rounded picture of each segment has been developed.

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 46-55 Elaine - 12 • Married • Full time employment Empty Nest Career Ladies and owner occupier Mid-life professionals who have more time for themselves since their children left home 6% of all adults; 12% of adult women

About Elaine

Elaine is 53 and married with two children who have now left home. Having picked up her career again after the children went to school, Elaine is now a full time senior teacher. In a few years’ time she’ll consider dropping her hours ready for retirement, but for now she’s enjoying the career opportunities and chance to stretch herself. When Elaine gets home from work she enjoys a glass of wine while making a healthy dinner for herself and her husband. They chat over dinner and might even call their son who is away at university, though inevitably they’ll be talking to his voicemail. Elaine goes to a class at the gym one evening a week and enjoys watching dramas or reading a book other nights. Weekends see her going to the stables, gardening or going for a long walk with her husband. Ethnic origin Individuals in this segment are predominantly of White British (83%), or Other White (7%) origin; or may also be of Irish heritage (6%), Asian/Asian British (3%), Black/Black British (1%), Chinese (0.5%) or belong to another ethnic group (0.5%). Alternative names Carole, Sandra, Penelope, Julie, Jacqueline

Top sports that Elaine participates in

Elaine All adults

Elaine: Sports Overview 21% Keep fit/gym 17% • Elaine’s sporting activity levels are consistent with the 18% Swimming national average, and slightly above average for some 14% 7% indicators (more detail overleaf). Cycling 9% 3% • The top sports that Elaine participates in are shown in Athletics 5% the chart opposite: Keep fit/gym and swimming are 2% Tennis the most popular sports with around a fifth of the 2% segment doing these, followed by cycling (7%), 2% Badminton athletics or running (3%), tennis (2%), badminton (2%) 2% 2% Equestrian and horse riding (2%). 1% 2% • Her participation levels are above average for keep Golf 4% fit/gym and swimming. 1% Martial arts/combat 0.9% 1% Elaine is similar to/lives near: Bowls Philip (segment 11), Roger & Joy (segment 13) 1% 0%5% 10% 15%20%25% Elaine are likely to live in towns such as: % of segment Bishop’s Stortford, Camberley, Dorchester, Stafford, Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010): based on Shrewsbury participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggroup opportunitiess) that this segment in peveryarticipates in. Athletics includes jogging and road running 1 community

Creating sporting opportunities in every community

Elaine - 12 Empty Nest Career Ladies

How sporty is Elaine?

Elaine's sporting activity Elaine’s sporting activity (30 minute moderate intensity per week) Elaine All adults Elaine has average levels of sports participation. 62% 70% 60% of this segment have done no sport in the past four 62% 60% weeks, compared with the average of 60% of all adults. 50%

40% 43% 43% have participated in sport at least once a week, 40% 30% which is higher than the national average.

% of segment of % 20% 20% 22% 12% have undertaken three sessions of sport a week, 10% 12% 15% compared with a national average of 15%. 0% 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 mins mins mins

Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least twice a week and at least three times a week. Totals will add to more than 100%. Elaine: Organised sport

Elaine All adults

30% Organised Sport 25% 23% of Elaines are members of a club to participate in 23% 23% 20% 22% sport, which is consistent with the national average. Elaine is likely to be a member of a health club and may 15% 17% also attend classes – 22% of this segment has received 12% 10% instruction in the past 12 months.

% of segment 9% 5% 6% 7% 9% have taken part in competition and 6% have

0% volunteered in the past month. Received instruction Club member Competition Volunteer

Source: Sport England Market Segmentation 2010, using Sport England Active Top sports that Elaine would like to do more of People Survey data (for the period April 2009 to April 2010). Received instruction is based on any tuition or coaching in the last 12 months, club Elaine All adults member is based on those who have been a member of a club in order to participate in the last four weeks, competition is based on organised competition in the last 12 34% Swimming 27% months and volunteering is based on any volunteering in the past four weeks 17% Keep fit/gym 14% 8% Cycling 10% 4% Elaine’s latent demand for sport Badminton 4% 4% Tennis 4% 55% of Elaines say they would like to do more sport, 3% Athletics compared to 52% of all adults. 5% 1% Equestrian 1% The top sports that Elaine would like to do more of are 1% Golf swimming (34%), keep fit/gym (17%), cycling (8%) and 3% 1% Dance Exercise badminton (4%). 0% 1% Squash/racketball A smaller proportion of this segment would also like to do 1% more athletics (running), equestrian or golf. 0% 5% 10% 15% 20% 25% 30% 35% 40% % of se gm e nt

Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of Creating sportingsegment opportunities that said they woul ind every like to do more of a certain sport, based on those adults who said they would like to do more sport 2 community

Creating sporting opportunities in every community

Elaine - 12 Empty Nest Career Ladies

What drives Elaine’s participation?

Elaine: Motivations andbarriers for taking part in sport Motivations for Elaine Elaine All adults • The main motivations for Elaine are enjoyment 40% and keeping fit where her scores are above Keep fit 30% Motivations the national average. 38% Just enjoy it 29% 11% • Weight loss is an important factor for Elaine Lose weight 7% which suggests she uses sport to keep looking 9% Meet with friends 12% good and feeling fit. 3% Improve performance 4% • Socialising, improving performance and taking 3% Take children children are also a factor for this segment, 8% 3% Help with injury/disability whilst competition is much less relevant. 2% 1% Competition Barriers for Elaine 2%

• Over a third of this segment give their main -36% Health/injury/disability Barriers barrier as ‘health, injury or disability’. This is -41% -25% below the national average which suggests Other* -21% that whilst an issue for some, Elaine is less -20% Work commitments -19% impacted by health issues than other adults. -14% Lack of time 24% of this segment has a long standing -12% -5% Family illness, disability or infirmity. -7% • ‘Other’ barriers (including no opportunity and -50% -30% -10% 10% 30% 50% economic factors) are also a factor for a % of segment quarter of this segment, with work Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 commitments impacting on a fifth. Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to How satisfied is Elaine? show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work factors’

Elaine: Satisfaction with sporting experience All adults Elaine Within this segment, Elaines who participate in sport are 9.0 most satisfied with the release and diversion, exertion 8.5 and fitness, social aspects and people and staff within the sporting experience.

e 8.0 or

Sc 7.5 She has lower satisfaction with facilities and

7.0 performance, at levels that are similar to the national average. 6.5

e s n ts f ls y s o c af on ies ng a nc i e t ti it hi i a tne s p S il c ic one m Fi er s ipa c M Elaine’s satisfaction broadly matches the average adult r v A c oa Off fo & e & i Fa C r ial rt for opl a Pe ion & Di oc e P ue rt S P l score in all domains, although is higher in some cases, e ase of a e e V Ex l s a Re E most notably coaching and value for money.

Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey 3 community

Creating sporting opportunities in every community

Elaine - 12 Empty Nest Career Ladies

What else does Elaine like to do?

Elaine: Other cultural activities Elaine enjoy a range of cultural activities, at levels Elaine All adults 91% close to the national average or above average in Friends/family 85% some cases. 87% Watch TV 89% Friends and family top her list, followed by 81% Read television, reading, shopping, listening to music 68% 81% and eating in restaurants. Shopping 71% 80% An above average proportion of this segment Listen to music 76% 75% spend their leisure time with friends and family, Eat out at restaurants 68%

reading, shopping, music, eating out, on days Days out/vis its 72% out, gardening, on the internet/emailing and 64% 65% going to the theatre or concerts. Gardening 53% Internet/emailing 63% This suggests that Elaine has more free time and 54% 60% some disposable income to enjoy culture and Theatre/music concerts 43%

socialising. Sport/exercise 51% 52%

Although sport is not a top priority, the proportion 0% 20% 40% 60% 80% 100% that has undertaken sport or exercise in the past % o f s e g m e n t year is close to the national average. Source: Sport England Market Segmentation 2010. Chart shows activities undertaken in the past 12 months, taken from the DCMS Taking Part survey 2010. Respondents may chose multiple answer, so percentages will not add up to 100%. What would encourage Elaine to do more sport?

Elaine: What would make her do more sport? Elaine All adults

56% 56% of this segment say they would do more sport if Less busy 46% they were less busy, compared to 46% of the overall 15% Cheaper admission 18% adult population.

15% People to go with 14% 15% said they would do more sport if there was 8% cheaper admission and the same proportion would More free time 6% welcome having someone to go with. 6% Longer opening hours 6% 7% would need more free time and 6% would like Better facilities (eg 6% café) 6% longer opening hours. 5% Improved transport, etc 6% For Elaine, better playing facilities, longer opening 3% Better playing facilities 6% hours and child care were less of an issue than for

0% other adults. Help with childcare 6%

0% 10% 20% 30% 40% 50% 60% % of segment

Creating sporting opportunities in every 4 community

Creating sporting opportunities in every community

Elaine - 12 Empty Nest Career Ladies

How to reach Elaine? Elaine reads newspapers and magazines Key Points such as… • Most responsive to: magazine ads BBC Gardeners World BBC Good Food • Preferred information channel: telephone Country Homes & Interiors Financial Times • Preferred service channel: post Good Housekeeping TES • Decision style: intuitive – Elaine responds to simple but straight forward messages. She does not like to The Observer The Guardian be overwhelmed by facts and figures. The Daily Telegraph Travel Magazine

TV/RADIO Her preferred marketing tone and message is… Elaine is a light TV viewer, loyal to mainstream terrestrial channels. She may be influenced by TV advertising, but Unpretentious Down to Earth in general not enough information is given to help her in her intuitive decision making style. Elaine is a medium Rational Not gimmick-led radio listener, likely to prefer BBC Radio 2 or 4 and Established Pragmatic Classic FM, rather than local commercial stations. Intelligent Practical INTERNET Informative Uncluttered As a moderate internet user, Elaine is increasingly using this and is more internet savvy than her peers. She appreciates the value of more sources of information and will browse news and lifestyle sites. Elaine is unlikely Elaine is responsive to brands such as… to respond to internet mailings, but may be influenced by web banners which direct her to more detailed, information-based advertising. POSTERS/DIRECT MAIL/NEWSPAPERS

Elaine reads the broadsheets, such as the Daily Telegraph, and women’s lifestyle magazines. She may be influenced by ‘advertorials’ and expert-written articles in newspapers and magazines. TELEPHONE

Elaine uses her mobile primarily for emergencies, preferring to make most calls from her landline. She would not respond to sms text alerts, nor to cold-calling and other mass-marketing techniques

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Elaine - 12 Empty Nest Career Ladies

About the 19 market segments The 19 Segments

Name Description % Pop % M % F The segments have been developed for Sport England by 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% Experian, using socio-economic and demographic data, and 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% overlaid with Sport England’s Active People and Satisfaction 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% data, as well as the DCMS/Sport England Taking Part 4 Leanne Supportive Singles 4.3% 0.0% 8.2% 5 Helena Career Focused Females 4.5% 0.0% 8.8% survey. This data is used to profile the different groups’ 6 Tim Settling Down Males 8.8% 18.2% 0.0% behaviour, preferences, and motivations and barriers 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% towards sport. 8 Jackie Middle England Mums 4.9% 0.0% 9.5% 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% The segmentation data also draws on a two-tier solution 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% driven by key lifestage and lifestyle identifiers such as age, 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% affluence, marital status and parental obligations. Within 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% these, the levels of participation and the activities undertaken 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% 14 Brenda Older Working Women 4.9% 0.0% 9.5% vary enormously. Each segment has been described within 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% the context of sporting activities and levels of participation. 16 Norma Later Life Ladies 2.1% 0.0% 3.9% Also, through providing underlying variables pertaining for 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% example towards attitudes, socio-demographics, health 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% statistics and marketing communication preferences, a fully- rounded picture of each segment has been developed. The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a This is a modelled dataset, showing the likelihood of person may still belong to a segment even if they fall outside that segment’s age band sections of the adult population to display certain Index tables available at www.sportengland.org/segments provide more detail in tabular form characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 56 – 65 Roger & Joy - 13 • MarriedAge 18-25 • Full Sintimegle employment Early Retirement Couples or retired Graduate Professional Free-time couples nearing the end of their careers

7% of all adults; 6% of adult women, 8% of adult men

About Roger & Joy

Roger is 57 and Joy is 56. Last year Roger’s accountancy firm made cutbacks and he was offered a generous long-service redundancy payment with which to take early retirement. Joy has always worked mornings as a receptionist in the local GP surgery, but is planning to retire herself late next year. Having paid off the mortgage on their semi-detached house, Roger and Joy may not have a large income, but also haven’t many financial responsibilities. If they need to they can always downsize, possibly to be nearer the grandchildren. Roger walks the dog to the paper-shop each morning, and often plays golf. When Joy’s around, they often go for a walk together or help out with childcare. Sometimes Joy goes to over fifties aqua aerobics class at the leisure centre. Her daughter said it might be good exercise and easier on her joints. Ethnic origin Individuals in this segment are predominantly of White British (87%), or Other White (5%) origin; or may also be of Irish heritage (5%), Asian/Asian British (2%), Black/Black British (0.5%), Chinese (0.5%) or belong to another ethnic group (0.5%). Alternative names Melvyn, Barry, Geoffrey, Linda, Susan, Patricia

Top sports that Roger & Joy participate in

Roger & Joy: Sports Overview Roger & Joy All adults

13% • Roger & Joy are slightly less active than the average Keep fit/gym 17% adult population. 13% Sw imming 14% • The top sports that Roger & Joy participate in are 8% Cycling shown in the chart opposite: Keep fit/gym and 9% 6% Golf swimming are the most popular sports with 13% of 4% the segment doing these, followed by cycling (8%), 2% Angling golf (6%) and angling (2%). 1% 2% Athletics • Their participation levels are below average for all of 5% 2% Bow ls these sports, with the exception of bowls, golf and 1% angling. 2% Badminton 2% 1% Roger & Joy are similar to/live near: Tennis 2% Roger & Joy (segment 13) 1% Football 4% Roger & Joy are likely to live in towns such as: 0% 5% 10% 15% 20% Newton Abbot, King’s Lynn, Poole, Beverley, Southend % of segment Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010): based on participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggroup opportunitiess) that this segment in peveryarticipates in. Athletics includes jogging and road running 1 community

Creating sporting opportunities in every community

Roger & Joy - 13 Early Retirement Couples

How sporty are Roger & Joy? Roger & Joy's sporting activity (30 minute moderate intensity per week) Roger & Joy’s sporting activity Roger & Joy All adults 70% Roger & Joy have below average levels of sports 60% 66% participation. 66% of this segment have done no sport 60% in the past four weeks, compared with 60% of all 50% 40% adults. 40% 38% 30% 38% have participated in sport at least once a week,

% of segment 20% 22% which is consistent with other segments of the same 17% 10% 15% age. 10% 0% 10% have undertaken three sessions of sport a week, 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 compared with a national average of 15%. mins mins mins Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Roger & Joy: Organised sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least Roger & Joy All adults twice a week and at least three times a week. Totals will add to more than 100%.

30%

25% Organised Sport

24% 23% 15% of Roger & Joys are members of a club to 20% participate in sport, which is lower than the national

15% 17% average, but higher than other organised sport indicators 15% for this segment. Golf or fitness club membership may 12% 10% 12% account for this. % of segment 7% 5% 7% 15% have received instruction, 12% have taken part in 0% competition and 7% have volunteered in the past month. Received instruction Club member Competition Volunteer

Top sports that Roger & Joy would like to do Source: Sport England Market Segmentation 2010, using Sport England Active more of People Survey data (for the period April 2009 to April 2010). Roger & Joy All adults Received instruction is based on any tuition or coaching in the last 12 months, club member is based on those who have been a member of a club in order to participate 28% in the last four weeks, competition is based on organised competition in the last 12 Swimming 27% months and volunteering is based on any volunteering in the past four weeks 11% Keep fit/gym 14% 11% Roger & Joy’s latent demand for sport Cycling 10% 5% Golf 3% 44% of Roger & Joys say they would like to do more 3% Athletics sport, compared to 52% of all adults. 5% 3% Badminton The top sports that Roger & Joy would like to do more of 4% 3% Tennis are swimming (28%), keep fit/gym (11%), cycling (11%) 4% 1% Bowls and golf (5%). 1% 1% Martial arts/combat A smaller proportion of this segment would also like to do 1% 1% more athletics (running), badminton or tennis. Squash and racketball 1%

0% 5% 10% 15% 20% 25% 30% % of segment Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of Creating sportingsegment opportunities that said they woul ind every like to do more of a certain sport, based on those adults who said they would like to do more sport 2 community

Creating sporting opportunities in every community

Roger & Joy - 13 Early Retirement Couples

What drives Roger & Joy’s participation?

Roger & Joy: Motivations and barriers for taking part in sport Motivations for Roger & Joy Roger & Joy All adults • The main motivations for Roger & Joy playing 39% sport are enjoyment and keeping fit where Just enjoy it Motivations 29% their scores are above the national average. 32% Keep fit 30% 12% • Socialising, weight loss and taking children are Meet with friends 12% of secondary importance but still relevant for 6% Lose weight 7% this segment. 4% Take children 8% • ‘Improving performance', and ‘training/taking 4% Improve performance part in a competition’ are much less relevant 4% 4% Help with injury/disability motivating factors for Roger & Joy. 2% 2% Competition Barriers for Roger & Joy 2%

• 50% of this segment give their main barrier as -50% Health/injury/disability Barriers ‘health, injury or disability’. This may reflect the -41% -22% overall demographic, as a third of this segment Other* -21% has a long standing illness, disability or -15% Lack of time -12% infirmity. -12% Work commitments -19% • ‘Other’ barriers (including no opportunity and -2% Family economic factors) are also a barrier to this -7% segment, at a level similar to for all adults. -80% -60% -40% -20% 0% 20% 40% % of segment

Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to How satisfied are Roger & Joy? show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work factors’

Roger & Joy: Satisfaction with sporting experience All adults Roger & Joy Within this segment, Roger & Joys who participate in 9.0 sport are most satisfied with the ‘release and diversion’,

8.5 ‘exertion and fitness’, ‘social’ aspects’, ‘ease of participation’, and ‘people and staff’ within their sporting

e 8.0 r

o experience.

Sc 7.5 They report lower satisfaction with facilities, and 7.0 coaching, at levels that are similar to the national 6.5 average. s ss n ts n g ce e c io ie in n e lit h ney itn p Staff at c o ma F p ci a r & ci a Officials o l As i F Co r M rf & Diversio a rt o n & Pe eople Roger & Joy’s satisfaction broadly matches the score for rtio Soci P f Pa lue f o Va Exe e all adults who play sport, although it is higher in some Release Eas cases, particularly value for money, officials and ease of Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction participation. with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey 3 community

Creating sporting opportunities in every community

Roger & Joy - 13 Early Retirement Couples

What else do Roger & Joy like to do?

Roger & Joy: Other cultural activities

Roger & Joy All adults Roger & Joy enjoy a range of cultural activities, at 86% Watch TV levels close to the national average in most 89% 86% Friends/family cases. 85% 76% Read Watching television, friends and family, reading, 68% 73% Eat out at restaurants eating in restaurants and listening to music are 68% enjoyed by most Roger & Joys. 72% Listen to music 76% 72% Friends and family, reading, eating in restaurants, Gardening 53% gardening and days out score above average for 70% Days out/vis its this segment, which may reflect the fact the fact 64% 68% Shopping that Roger & Joy have more free time and some 71% 56% Sport/exercise disposable income to enjoy culture and 52% socialising. 53% DIY 39% 53% Internet/emailing Although sport is not a top priority, the proportion 54% of this segment that has undertaken sport or 0% 20% 40% 60% 80% 100% exercise in the past year is above the national average. % of segment Source: Sport England Market Segmentation 2010. Chart shows activities undertaken in the past 12 months, taken from the DCMS Taking Part survey 2010. Respondents may chose multiple answer, so percentages will not add up to 100%. What would encourage Roger & Joy to do more sport?

Roger & Joy: What would make them do more sport? 44% of this segment say they would do more sport if Roger & Joy All adults they were less busy, compared to 46% of the 44% Less busy 46% general adult population. Again this suggests that

14% Cheaper admission they have a more relaxed lifestyle than some 18% segments with less pressure on their time. 11% People to go with 14% 14% said they would do more sport if admission was 7% More free time 6% cheaper. 7% Improved transport, etc 6% 11% would be encouraged by having people to go Better facilities (eg 6% café) 6% with and 7% would need more free time.

4% Longer opening hours 6% For Roger & Joy, better playing facilities, longer

4% Better playing facilities opening hours and child care were less of an issue 6% than for other adults. 0% Help with childcare 6%

0% 10% 20% 30% 40% 50% % of segment

Creating sporting opportunities in every 4 community

Creating sporting opportunities in every community

Roger & Joy - 13 Early Retirement Couples

How to reach Roger & Joy? Roger & Joy read newspapers and Key Points magazines such as… • Most responsive to: newspaper ads BBC Gardeners’ World BBC Good Food • Preferred information channel: face to face Country Living The Times • Preferred service channel: post The Daily Telegraph Country Walking • Decision style: adamant – they have set ideas on what they like based on first hand experience or Good Housekeeping Radio Times trusted opinions from friends and family Practical Photography Your M&S

TV/RADIO Their preferred marketing tone and message is… Roger and Joy are medium TV viewers and heavy radio listeners. They prefer mainstream terrestrial channels Conservative Balanced and favour BBC radio. They are not influenced by these channels: advertising is mainly deemed intrusive and Established Informative below them. Intellectual Practical INTERNET Sensible Reliable Roger and Joy have increased their use of the internet Financially Prudent Quality and may now have access to it at home. However, they still see the internet mainly as an information source, and prefer to access services via the traditional methods. They are unlikely to respond to internet advertising and Roger & Joy are responsive to brands rarely use personal e-mail accounts. such as… POSTERS/DIRECT MAIL/NEWSPAPERS

Roger and Joy regularly read the Times or Daily Telegraph, and a local paper. They have an adamant decision making style and may respond to newspaper articles, but are generally dismissive of advertising. TELEPHONE

Roger and Joy prefer to use their landline rather than a mobile phone. They would not respond to sms text alerts but would speak to an expert over the phone for advice that would heavily influence their decision making.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Roger & Joy - 13 Early Retirement Couples

About the 19 market segments The 19 Segments Name Description % Pop % M % F 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% The segments have been developed for Sport England by 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% Experian, using socio-economic and demographic data, and 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% overlaid with Sport England’s Active People and Satisfaction 4 Leanne Supportive Singles 4.3% 0.0% 8.2% data, as well as the DCMS/Sport England Taking Part 5 Helena Career Focused Females 4.5% 0.0% 8.8% 6 Tim Settling Down Males 8.8% 18.2% 0.0% survey. This data is used to profile the different groups’ 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% behaviour, preferences, and motivations and barriers 8 Jackie Middle England Mums 4.9% 0.0% 9.5% towards sport. 9Kev Pub League Team Mates 5.9% 12.2% 0.0% 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% The segmentation data also draws on a two-tier solution 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% driven by key lifestage and lifestyle identifiers such as age, 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% affluence, marital status and parental obligations. Within 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% these, the levels of participation and the activities undertaken 14 Brenda Older Working Women 4.9% 0.0% 9.5% 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% vary enormously. Each segment has been described within 16 Norma Later Life Ladies 2.1% 0.0% 3.9% the context of sporting activities and levels of participation. 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% Also, through providing underlying variables pertaining for 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% example towards attitudes, socio-demographics, health 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% statistics and marketing communication preferences, a fully- The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; rounded picture of each segment has been developed. segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a person may still belong to a segment even if they fall outside that segment’s age band This is a modelled dataset, showing the likelihood of Index tables available at www.sportengland.org/segments provide more detail in tabular form sections of the adult population to display certain characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 46 - 65 Brenda - 14 • Married Older Working Women • Part time employee

Middle aged ladies, working to make ends meet

5% of all adults; 10% of adult women

About Brenda

Brenda is 51 and works in a local food factory on the production line. Her two children have left home now, so it’s just Brenda and her husband in the terraced house. Brenda gets up early and walks to the early shift at the factory. After a long day on her feet and a walk back home again, she’s too tired to do much with her evenings. A good dose of TV soaps provide some welcome relaxation, or she might go to the bingo hall instead. Dinner is inevitably oven food – she’s too tired to go to any effort. On Saturdays, Brenda looks after her grandchildren while her daughter works, often taking them swimming. If she doesn’t have them she’ll go to an exercise class instead, but with the kids in tow, and the adventure playground being pricey, that doesn’t happen often. Ethnic origin Individuals in this segment are predominantly of White British (76%), or Other White (8%) origin; or may also be Asian/Asian British (7%), of Irish heritage (6%), Black/Black British (2%), Chinese (1%) or belong to another ethnic group (1%). Alternative names Shirley, June, Maureen, Janet, Diane

Top sports that Brenda participates in Brenda: Sports Overview Brenda All adults • Brenda is generally less active than the average adult 15% Keep fit/gym population. 17% 13% Sw imming • The top sports that Brenda participates in are shown 14% in the chart opposite: Keep fit/gym is the most 4% Cycling popular sport with 15% of the segment doing this, 9% 2% Athletics followed by swimming (13%) and cycling (4%). 5% 1% Badminton • Athletics (including running) is enjoyed by 2% of 2% 1% Brendas. In all cases her participation levels are Equestrian 1% below the national average for all adults. 1% Tennis 2% • Other sports that she may participate in are 1% Martial arts/combat badminton, horse riding, tennis, martial arts (including 1% 1% Football Tai Chi), football and golf. 4% 1% Golf Brenda is similar to/lives near: 4% Kev (segment 9) and Terry (segment 15) 0% 5% 10% 15% 20% % of s e gm e nt

Brenda are likely to live in towns/areas such as: Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Hackney, Rochdale, Lancaster, Corby England Active People Survey data (for the period April 2009 to April 2010): based on participation levels at once per month. This chart shows the top ten sports (or sport groups) that this segment participates in. Athletics includes jogging and road running

Creating sporting opportunities in every 1 community

Creating sporting opportunities in every community

Brenda - 14 Older Working Women

How sporty is Brenda? Brenda's sporting activity (30 minute moderate intensity per week) Brenda’s sporting activity Brenda All adults 80% Brenda has below average levels of sports 70% 73% 60% participation. 73% of this segment have done no sport 60% in the past four weeks, compared to 60% of all adults. 50% 40% 40% 29% have participated in sport at least once a week, 30% 29% % of segment which is lower than other segments of the same age 20% 22% (the average of segments 11 to 16 is 38%). 10% 14% 15% 8% 0% 8% have undertaken three sessions of sport a week, 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 compared with a national average of 15%. mins mins mins

Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least Brenda: Organised sport twice a week and at least three times a week. Totals will add to more than 100%.

Brenda All adults 30% Organised Sport

25% 14% of Brendas are members of a club to participate in

23% sport, which is lower than the national average, but 20% higher than other organised sport indicators for this

15% 17% segment. 14% 13% 12% 10%

% of segment 13% have received instruction in sport, and 5% have

5% 7% taken part in competition, in the past year; 4% have 5% 4% volunteered in the past month. 0% Received instruction Club member Competition Volunteer Top sports that Brenda would like to do more of Brenda All adults Source: Sport England Market Segmentation 2010, using Sport England Active People Survey data (for the period April 2009 to April 2010). 38% Received instruction is based on any tuition or coaching in the last 12 months, club Swimming 27% member is based on those who have been a member of a club in order to participate 18% in the last four weeks, competition is based on organised competition in the last 12 Keep fit/gym months and volunteering is based on any volunteering in the past four weeks 14% 6% Cycling 10% Brenda’s latent demand for sport 4% Badminton 4% 3% Athletics 51% of Brendas say they would like to do more sport, 5% 3% compared to 52% of all adults. Tennis 4% 1% The top sports that Brenda would like to do more of are Equestrian 1% swimming (38%), keep fit/gym (18%), cycling (6%) and 1% Martial arts/combat badminton (4%). 1% 1% Netball A small proportion of this segment would also like to do 1% 1% Golf more athletics (running), tennis, horse riding, martial arts 3% or netball. 0%5%10% 15%20% 25%30%35%40% % of segment

Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of Creating sportingsegment opportunities that said they woul ind every like to do more of a certain sport, based on those adults who said they would like to do more sport 2 community

Creating sporting opportunities in every community

Brenda - 14 Older Working Women

What drives Brenda’s participation?

Brenda: Motivations andbarriers for taking part in sport Motivations for Brenda Brenda All adults • The main motivations for Brenda playing sport 28% are keeping fit and enjoyment, where her To keep fit Motivations 30% scores are close to the national average. 27% Just enjoy it 29% • Weight loss and taking children are also 8% To lose weight 7% important motivating factors for this segment, 7% To take children as is meeting up with friends. 8% 7% To meet with friends 12% • ‘Improving performance', and ‘training/taking 2% To help with injury/disability part in a competition’ are much less relevant 2% 2% motivating factors for Brenda. Improve performance 4% 0% Barriers for Brenda Competition 2% • 45% of this segment give their main barrier as -45% Barriers ‘health, injury or disability’. This appears Health/injury/disability -41% consistent with the age of the segment and -22% Other* -21% propensity to have health issues. -16% Work commitments -19% • 36% of this segment has a long standing -12% Lack of time illness, disability or infirmity. -12% -4% Family • ‘Other’ barriers (including no opportunity and -7% economic factors) are also a factor for this -80% -60% -40% -20% 0% 20% 40% segment, more so than average. % of segment Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to How satisfied is Brenda? show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work factors’

Brenda: Satisfaction with sporting experience Within this segment, Brendas who participate in sport are All adults Brenda 9.0 most satisfied with the ‘release and diversion’, ‘exertion and fitness’, ‘social’, and ‘people and staff’ aspects of 8.5 their experience.

e 8.0 r o She does not have low satisfaction with any of the

Sc 7.5 domains, having medium satisfaction with facilities, 7.0 coaching, performance, officials, value for money and

6.5 ease of participation.

s f s s e s n ts f n e y o c ta o i ng al e nc ne si e t hi ci n a t r ati ili fi o m e sp & S ip c ac Fi iv A c Of r M Brenda’s satisfaction broadly matches the average adult for l e ti Fa Co o r ia r f e on & & D c opl a e P i e e u rt So P f P e as al score in all domains, although is higher in some cases x e V E l ase o Re E (most notably, facilities, and coaching). Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey 3 community

Creating sporting opportunities in every community

Brenda - 14 Older Working Women

What else does Brenda like to do?

Brenda: Other cultural activities Brenda enjoys a range of cultural activities, at Brenda All adults levels close to the national average in most 88% cases. Watch TV 89% 84% Friends/family Watching television, friends and family, shopping, 85% 78% reading, listening to music and eating in Shopping 71% 74% restaurants are enjoyed by most Brendas. Read 68% 73% Reading and gardening scores above average for Listen to music 76% Brenda – these tend to be activities enjoyed in 63% Eat out at restaurants 68% 58% and around the home and not in a social setting. Days out/visits 64% 54% Sport is not a priority for this segment: 44% have Gardening 53% 45% taken part in sport or exercise in the past year, Internet/emailing 54% which is lower than the national average of 52%. 44% Sport/exercise 52% 38% Theatre/music concerts 43%

0% 20% 40% 60% 80% 100%

% o f s e g m e n t Source: Sport England Market Segmentation 2010. Chart shows activities undertaken in the past 12 months, taken from the DCMS Taking Part survey 2010. Respondents may chose multiple answer, so percentages will not add up to 100%. What would encourage Brenda to do more sport?

Brenda: What would make her do more sport? Brenda All adults 51% of this segment say they would do more sport if 51% Less busy 46% they were less busy, compared to 46% of the overall

23% adult population. Cheaper admission 18%

13% 23% said they would do more if there was cheaper People to go with 14% admission. Both of these issues appear to be more 9% More free time important for Brenda than other adults and could be 6%

9% a barrier to her participation. Longer opening hours 6%

Better facilities (eg 5% 13% would be encouraged by having people to go café) 6% with and 9% would need more free time which 4% Improved transport, etc reflects Brenda’s busy life. 6%

3% Better playing facilities For Brenda, better playing facilities, longer opening 6% hours and child care were less of an issue than for 3% Help with childcare 6% other adults.

0% 10% 20% 30% 40% 50% 60% % of s e gm e nt

Creating sporting opportunities in every 4 community

Creating sporting opportunities in every community

Brenda - 14 Older Working Women

How to reach Brenda? Brenda read newspapers and magazines Key Points such as… • Most responsive to: television ads Bella Best • Preferred information channel: local papers Chat Woman’s Own • Preferred service channel: face to face TV Choice Real Magazine • Decision style: accepting – she will take things at face value and is open to advice and opinions of That’s Life Inside Soap other people The Sun Readers Digest

TV/RADIO Her preferred marketing tone and message is… Brenda is a heavy TV viewer who likes to keep up with the soap storylines and the latest reality TV show on Hardworking Traditional cable. She is likely to respond to television advertising. Brenda is a medium radio listener, preferring local Word of Mouth Trustworthy commercial stations, and may respond to a money Mass market Reliable saving advert. Value for money Mass culture INTERNET Jargon free Everyday Since she is unlikely have a computer at home, nor to use one at work, Brenda rarely has access to the internet. As such she is unlikely to be aware of, or respond to, internet-based campaigns. Brenda is responsive to brands such as… POSTERS/DIRECT MAIL/NEWSPAPERS

Brenda enjoys reading soap magazines and newspapers such as the Mirror or the Sun. She has an accepting decision making style and will purchase products that have been recommended to her by family and friends. She is fairly responsive to direct mail, will listen to others’ opinions about her purchases and relies on friends and family for advice. TELEPHONE

She is an infrequent mobile user, sending the odd text. Instead, her landline is for advice and receiving marketing calls.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Brenda - 14 Older Working Women

About the 19 market segments The 19 Segments

Name Description % Pop % M % F The segments have been developed for Sport England by 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% Experian, using socio-economic and demographic data, and 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% overlaid with Sport England’s Active People and Satisfaction 4 Leanne Supportive Singles 4.3% 0.0% 8.2% data, as well as the DCMS/Sport England Taking Part 5 Helena Career Focused Females 4.5% 0.0% 8.8% survey. This data is used to profile the different groups’ 6 Tim Settling Down Males 8.8% 18.2% 0.0% 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% behaviour, preferences, and motivations and barriers 8 Jackie Middle England Mums 4.9% 0.0% 9.5% towards sport. 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% The segmentation data also draws on a two-tier solution 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% driven by key lifestage and lifestyle identifiers such as age, 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% affluence, marital status and parental obligations. Within 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% these, the levels of participation and the activities undertaken 14 Brenda Older Working Women 4.9% 0.0% 9.5% vary enormously. Each segment has been described within 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% 16 Norma Later Life Ladies 2.1% 0.0% 3.9% the context of sporting activities and levels of participation. 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% Also, through providing underlying variables pertaining for 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% example towards attitudes, socio-demographics, health 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% statistics and marketing communication preferences, a fully- rounded picture of each segment has been developed.

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 56-65 Terry - 15 • Single/Married Local ‘Old Boys’ • Unemployed

Generally inactive older men, low income and little provision for retirement

4% of all adults; 8% of adult men

About Terry

Terry is 59 and lives on his own in a council flat. Having worked on and off as a builder, he has struggled in recent years to get work. At the moment he has a small income as a school caretaker, barely covering the bills. During the day Terry might do the odd job around the school, but invariably he’s not needed until the end of the day once the children have gone home. He spends his mornings watching TV, and afternoons playing darts in the pub, fishing or on the allotment. As part of the local darts team, he plays the occasional competition at weekends, otherwise he goes to the bookies or stays at the pub watching boxing into the early hours. He wishes he still had the fitness to box himself, but those days are a thing of the past. Terry eats oven food or at the pub most nights. Healthy eating isn’t high on his list of concerns – it’s expensive and he’d rather have pie and chips. Ethnic origin Individuals in this segment are predominantly of White British (79%), or of Irish heritage (7%); or may also be Asian/Asian British (6%), of Other White (6%) origin; Black/Black British (1%), Chinese (0.5%) or belong to another ethnic group (1%). Alternative names Derek, Brian, Malcolm, Raymond, Michael Top sports that Terry participates in Terry: Sports Overview Terry All adults • Terry is generally less active than the general adult 8% Keep fit/gym population. 17% 6% Sw imming • The top sports that Terry participate in are shown in 14% 6% the chart opposite: Keep fit/gym is the most popular Cy c ling 9% sport with 8% of the segment doing this, followed by 4% Angling swimming (6%) and cycling (6%). Angling and golf are 1% 4% Golf the next most popular sports, both being played by 4% 4% of this segment. 3% Football 4% • Golf, angling and archery are the only sports where a 3% Archery higher proportion of Terrys participate than the 1% 2% Athletics national average. In all other cases his participation in 5% 1% his top sports is below average. Badminton 2.0% 1% Terry is similar to/lives near: Bow ls Brenda (segment 14), Norma (segment 16) 1% 0% 5% 10% 15% 20% Terry are likely to live in towns such as: % of segment Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Mansfield, Sunderland, Doncaster, Hull, Dewsbury England Active People Survey data (for the period April 2009 to April 2010): based on participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggroup opportunitiess) that this segment in peveryarticipates in. Athletics includes jogging and road running 1 community

Creating sporting opportunities in every community

Terry - 15 Local ‘Old Boys’

How sporty is Terry? Terry's sporting activity (30 minute moderate intensity per week) Terry’s sporting activity Terry All adults 80% Terry has below average levels of sports participation. 70% 75% 75% of this segment have done no sport in the past 60% 60% four weeks, compared to 60% of all adults. 50% 40% 40% 26% have participated in sport at least once a week, 30%

% of segment of % 26% which is lower than other segments of similar age (the 20% 22% average of segments 11 to 16 is 38%). 10% 14% 15% 9% 0% 9% have undertaken three sessions of sport a week, 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 compared with a national average of 15%. mins mins mins

Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least Terry: Organised sport twice a week and at least three times a week. Totals will add to more than 100%.

Terry All adults 30% Organised Sport

25% 17% of Terrys are members of a club to participate in 23% sport, which is lower than the national average, but 20% higher than other organised sport indicators. This may 15% 17% 17% reflect the Terrys who play golf, or who are members of

12% a sports club for primarily social purposes. 10%

% of segment 9% 7% 7% 5% 5% 7% have received instruction in sport and 9% have taken

0% part in sport competition in the past year, and 5% have Received instruction Club member Competition Volunteer volunteered in the past month.

Source: Sport England Market Segmentation 2010, using Sport England Active Top sports that Terry would like to do more of People Survey data (for the period April 2009 to April 2010). Terry All adults Received instruction is based on any tuition or coaching in the last 12 months, club member is based on those who have been a member of a club in order to participate in the last four weeks, competition is based on organised competition in the last 12 21% Swimming months and volunteering is based on any volunteering in the past four weeks 27% 10% Keep fit/gym 14% 10% Terry’s latent demand for sport Cycling 10% 6% 44% of Terrys say they would like to do more sport, Golf 3% 5% Athletics compared to 52% of all adults. 5% 3% Football The top sports that Terry would like to do more of are 2% 3% Badminton swimming (21%), keep fit/gym (10%), cycling (10%), golf 4% 2% (6%) and athletics or running (5%). Angling 0% 2% Cricket His demand for cycling, golf, athletics/running and 1% 2% football are above the national average. Tennis 4% Terry would also aspire to do more badminton, fishing, 0% 5% 10% 15% 20% 25% 30% cricket and tennis. % of segment Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of segment that said they would like to do more of a certain sport, based on those adults Creating sportingwho sai dopportunities they would like to in do every more sport 2 community

Creating sporting opportunities in every community

Terry - 15 Local ‘Old Boys’

What drives Terry’s participation?

Terry: Motivations/barriers for taking part in sport Motivations for Terry Terry All adults • The main motivations for Terry are enjoyment, 32% keeping fit and socialising. Just enjoy it 29% Motivations 18% Keep fit • Enjoyment is more of a motivator for Terry than 30% 11% the average adult population. Meet with friends 12% 5% • ‘Improving performance’, ‘losing weight’ and Take children 8% ‘training/taking part in a competition’ are much 3% Help with injury/disability 2% less relevant motivating factors for Terry. 2% Competition 2% Barriers for Terry 2% Improve performance 4% 2% • 59% of this segment give their main barrier as Lose weight 7% ‘health, injury or disability’. This appears consistent with the age of the segment and -59% Health/injury/disability Barriers propensity to have health issues. -41% -22% Other* • 43% of this segment has a long standing -21% -13% Work commitments illness, disability or infirmity. -19% -6% Lack of time • ‘Other’ barriers (including no opportunity and -12% 0% economic factors) are also a factor but to a Family -7%

lesser extent than health. -80% -60% -40% -20% 0% 20% 40%

% of segment Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work factors’ How satisfied is Terry?

Terry: Satisfaction with sporting experience All adults Terry Within this segment, Terrys who participate in sport are 9.0 most satisfied with the ‘release and diversion’ and

8.5 ‘social’ aspects’ of the experience. e 8.0 He is least satisfied with facilities and coaching which is

7.5 Scor consistent with the average of all adults.

7.0 Terry’s satisfaction almost exactly matches the average 6.5 adult score in all domains.

e n ts ff n s g ls y c a o ie n a nc ess io i it hi i ne a tn rs pe St at l ic o m s & p ci ac Fi ve A ci a o Off r M for l le ti F C r ia p fo e on & & Di ar e P i oc eo P u t se S P f l xer ea Va E l ase o Re E

Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey 3 community

Creating sporting opportunities in every community

Terry - 15 Local ‘Old Boys’

What else does Terry like to do? Terry: Other cultural activities

Terry All adults

88% Watch TV 89% Terry enjoys a range of cultural activities, at levels 71% Friends/family 85% close to the national average in most cases. 67% Listen to music 76% 56% Watching television, friends and family, listening Shopping 71% to music, shopping, days out and reading are 55% Days out/visits undertaken by most Terrys. 64% 55% Read Many of his activities are based outside of the 68% 51% Gardening home and could be considered sociable, but 53% 48% Eat out at restaurants sport is low down Terry’s list of priorities, which 68% 46% reflects his low participation levels. DIY 39% 41% Go to pubs/bars/clubs 41% have taken part in sport or exercise in the 45%

past year, which is lower than the national Sport/exercise 41% average of 52%. 52% 0% 20% 40% 60% 80% 100%

% of segment

What would encourage Terry to do more sport?

Terry: What would make him do more sport? Terry All adults 38% of this segment say they would do more sport if 38% Less busy 46% they were less busy, compared to 46% of the

17% People to go with general adult population. 14%

16% Cheaper admission 17% would be encouraged by having people to go 18% with and 16% said they would do more if there was 6% More free time 6% cheaper admission.

5% Improved transport, etc 6% For Terry, better playing facilities, better auxiliary

5% facilities (such as cafes), longer opening hours and Better playing facilities 6% child care are less of an issue than for other adults. Better facilities (eg 4% café) 6%

3% Longer opening hours 6%

2% Help with childcare 6%

0% 10% 20% 30% 40% 50% % of s e gm e nt

Creating sporting opportunities in every 4 community

Creating sporting opportunities in every community

Terry - 15 Local ‘Old Boys’

How to reach Terry? Terry read newspapers and magazines such Key Points as… • Most responsive to: television ads The Daily Star Racing Post • Preferred information channel: local papers The People News of the World • Preferred service channel: face to face The Sun Loot • Decision style: adamant – he has set ideas on what they like based on first hand experience or trusted Angling Times Local Papers opinions from friends and family Exchange & Mart Pools Coupon

TV/RADIO Her preferred marketing tone and message is… Terry is a heavy TV viewer, both at home and in the pub, particularly enjoying live sports coverage. He is likely to Hard-working Basic be influenced by TV advertising and programme sponsorship. He is not a particularly heavy radio listener, Down to earth Necessity but when he does he will favour local commercial Cheap Jargon free stations over national ones. Everyday Traditional INTERNET Sensible Simple Terry doesn’t have a computer, does not understand the internet and doesn’t feel he’s missing out. POSTERS/DIRECT MAIL/NEWSPAPERS Terry is responsive to brands such as… Terry reads the tabloids on a daily basis. He may notice some of the newspaper advertising, but is more predisposed to direct mail or TV. He has set opinions about products and choices but still likes to be kept informed about those. TELEPHONE

Terry is unlikely to have a mobile phone, but if he does have one it will almost certainly be pay-as-you-go and rarely used. He prefers to use his landline for purchasing or arranging finances, and would not respond to marketing calls.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Terry - 15 Local ‘Old Boys’

About the 19 market segments The 19 Segments

Name Description % Pop % M % F The segments have been developed for Sport England by 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% Experian, using socio-economic and demographic data, and 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% overlaid with Sport England’s Active People and Satisfaction 4 Leanne Supportive Singles 4.3% 0.0% 8.2% data, as well as the DCMS/Sport England Taking Part 5 Helena Career Focused Females 4.5% 0.0% 8.8% survey. This data is used to profile the different groups’ 6 Tim Settling Down Males 8.8% 18.2% 0.0% behaviour, preferences, and motivations and barriers 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% 8 Jackie Middle England Mums 4.9% 0.0% 9.5% towards sport. 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% The segmentation data also draws on a two-tier solution 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% driven by key lifestage and lifestyle identifiers such as age, 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% affluence, marital status and parental obligations. Within 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% these, the levels of participation and the activities undertaken 14 Brenda Older Working Women 4.9% 0.0% 9.5% vary enormously. Each segment has been described within 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% 16 Norma Later Life Ladies 2.1% 0.0% 3.9% the context of sporting activities and levels of participation. 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% Also, through providing underlying variables pertaining for 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% example towards attitudes, socio-demographics, health 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% statistics and marketing communication preferences, a fully- rounded picture of each segment has been developed. The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a person may still belong to a segment even if they fall outside that segment’s age band This is a modelled dataset, showing the likelihood of Index tables available at www.sportengland.org/segments provide more detail in tabular form sections of the adult population to display certain characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 56-65 Norma - 16 • Single Later Life Ladies • Unemployed/Retired

Older ladies, recently retired, with a basic income to enjoy their lifestyles

2% of all adults; 4% of adult women

About Norma

Norma is 60 and has now retired. Having spent the last few years as a part time cleaner, she has little income now and a basic private pension to subsidise her state allowance. She lives in a small bungalow, although thankfully the small mortgage has been paid off. Norma likes to get out for a bit during the day. She goes to an aqua aerobics class at the leisure centre, which is heavily subsidised for her as a pensioner. She also walks to buy a lottery ticket, go to the library or to afternoon bingo. She has to take her time though, as she’s not as well these days, having seen the late onset of diabetes in the last few years. When she gets home, Norma likes to sit and watch TV, knit or do some embroidery. At weekends her family usually visit her. Norma prefers traditional home cooking, she smokes, but rarely drinks – her health and diet are therefore not a great concern. Ethnic origin Individuals in this segment are predominantly of White British (79%), or Other White (8%) origin; or may also of Irish heritage (7%), Asian/Asian British (4%), Black/Black British (2%), Chinese (0.5%) or belong to another ethnic group (1%). Alternative names Pauline, Angela, Irene, Denise, Jean Top sports that Norma participates in

Norma: Sports Overview Norma All adults

12% • Norma is generally less active than the average adult Keep fit /gym 17% population. 10% Sw imming 14% • She is likely to be doing the same or less sport than 2% Cycling 12 months ago, with health the main issue for those 9% 1% Bow ls doing less. 1% 1% Martial arts/combat • The top sports that Norma participate in are shown in 1% the chart opposite: Keep fit/gym is the most popular 1% Angling sport with 12% of Normas doing this, followed by 1% 1% Golf swimming (10%). Other sports are much less popular 4% with cycling the next choice with only 2% of this 1% Tennis segment participating. 2% 1% Athletics 5.3% 1% Norma is similar to/lives near: Football 4% Terry (segment 15), Frank (segment 18) 0% 5% 10% 15% 20% Norma is likely to live in towns/areas such as: % of segment Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Middlesbrough, East Ham, Barnsley, Newcastle, Sheffield England Active People Survey data (for the period April 2009 to April 2010): based on participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggroup opportunitiess) that this segment in peveryarticipates in. Athletics includes jogging and road running 1 community

Creating sporting opportunities in every community

Norma - 16 Later Life Ladies

How sporty is Norma? Norma's sporting activity (30 minute moderate intensity per week) Norma’s sporting activity Norma All adults 90% 80% Norma has below average levels of sports participation. 79% 79% of this segment have done no sport in the past 70% 60% 60% four weeks, compared with the average of 60% of all 50% adults. 40% 40% 30% 23% have participated in sport at least once a week, % of segment 20% 23% 22% 10% 15% which is lower than other segments of the same age 10% (the average of segments 11 to 16 is 38%). 0% 6% 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 6% have undertaken three sessions of sport a week, mins mins mins

compared with a national average of 15%. Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing sport at least once a week, at least twice a week and at least three times a week. Totals will add to more than 100% Norma: Organised sport

Norma All adults 30% Organised Sport

25% 12% of Normas are members of a club to participate in 23% sport, which is lower than the national average. This is 20% unsurprising, given the most popular sports are those 15% 17% that are undertaken on a more informal basis.

12% 10% 12% 10%

% of segment 10% have received instruction in sport and 4% have 5% 7% taken part in competition in the past year, and. 3% have 4% 3% volunteered in the past month. 0% Received instruction Club member Competition Volunteer Top sports that Norma would like to do more of

Source: Sport England Market Segmentation 2010, using Sport England Active Norma All adults People Survey data (for the period April 2009 to April 2010). Received instruction is based on any tuition or coaching in the last 12 months, club 35% Swimming member is based on those who have been a member of a club in order to participate 27% in the last four weeks, competition is based on organised competition in the last 12 20% months and volunteering is based on any volunteering in the past four weeks Keep fit/gym 14% 4% Cycling 10% 3% Tennis 4% Norma’s latent demand for sport 2% Badminton 4% 1% 41% of Normas would like to do more sport, compared Martial arts/combat 1% to 52% of all adults. 1% Athletics 5% 1% The top sports that Norma would like to do more of are Golf 3% swimming (35%) and keep fit/gym (20%). The next 1% Table Tennis options are much lower priority; cycling (4%) and tennis 0% 1% Bowls (3%). 1% Her demand for swimming and keep fit is above the 0% 5% 10% 15% 20% 25% 30% 35% 40% % of segment national average, but demand for other activities is below the national average. Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of Creating sportingsegment opportunities that said they woul ind every like to do more of a certain sport, based on those adults who said they would like to do more sport 2 community

Creating sporting opportunities in every community

Norma - 16 Later Life Ladies

What drives Norma’s participation?

Norma: Motivations/barriers for taking part in sport Motivations for Norma Norma All adults • The main motivations for Norma are keeping 18% fit, enjoyment and socialising. Keep fit 30% Motivations 18% Just enjoy it • The proportion of this segment citing these 29% 6% motivations is lower than the national average. Meet with friends 12% 4% Take children • ‘Improving performance’, ‘losing weight’ and 8% 4% ‘training/taking part in a competition’ are much Help with injury/disability 2% less relevant motivating factors for Norma. 4% Lose weight 7% Barriers for Norma 1% Improve performance 4% 1% • 68% of this segment give their main barrier to Competition 2% playing sport as ‘health, injury or disability’.

This appears consistent with the age of the -68% Health/injury/disability segment and propensity to have health -41% Barriers -17% problems. Other* -21% -8% Work commitments • 49% of this segment has a long standing -19% -5% illness, disability or infirmity. Lack of time -12% -1% Family • ‘Other’ barriers (including no opportunity and -7% economic factors) are also a factor but to a -100% -80% -60% -40% -20% 0% 20% 40% much lesser extent than health. % of segment Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work factors’ How satisfied is Norma?

Norma: Satisfaction with sporting experience Within this segment, Normas who participate in sport are All adults Norma 9.5 most satisfied with the ‘exertion and fitness’, ‘release and diversion’ and ‘social’ aspects’ of the experience. 9.0

8.5 She is least satisfied with facilities but records a medium e r

o 8.0 score for this. Sc 7.5 Norma tends to record higher satisfaction than all adult 7.0 participants. This difference is particularly marked in 6.5 scores for coaching, officials and value for money where

e s n n y s o o e nc i ti her satisfaction is high, compared with a medium score ne rs a ma e spects ip fficials v A c O r Mon for i Facilities Coaching o for all adults who play sport (low for coaching). r n & Fit f Pe io e t e & Di People & Stfa Paff rt lu r s Social o e Va Ex lea Re Ease

Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey 3 community

Creating sporting opportunities in every community

Norma - 16 Later Life Ladies

What else does Norma like to do? Norma: Other cultural activities

Norma All adults

87% Watch TV Norma enjoys a range of cultural activities, at 89% 82% levels close to the national average in most Friends/family 85% cases. 77% Shopping 71% Watching television, friends and family, shopping, 73% Read reading and listening to music are undertaken by 68% 73% Listen to music most Normas. She also enjoys eating out, days 76% 61% out and gardening, which suggests a willingness Eat out at restaurants to go out of the home in her leisure time. 68% 58% Days out or visits She has an above average propensity for 64% 48% Gardening shopping and reading. 53% 40% Theatre/music concerts 34% have taken part in sport or exercise in the 43% 34% past year, which is lower than the national Sport/exercise average of 52%. 52% 0% 20% 40% 60% 80% 100%

% of segment

Norma: What would make her do more sport? Norma All adults

28% 28% of this segment say they would be encouraged Less busy 46% to do more sport if they were less busy, compared to 19% Cheaper admission 18% 46% of the overall adult population.

15% People to go with 14% 19% said they would do more if there was cheaper Better facilities (eg 8% admission and 15% would be encouraged by having café) 6% people to go with. 6% Longer opening hours 6%

6% Auxiliary facilities (such as changing areas, cafes), Improved transport, etc 6% are a factor for 8% of this segment, which is slightly 4% More free time 6% higher than amongst the adult population.

3% Better playing facilities 6% For Norma, better playing facilities and child care are

1% Help with childcare less of an issue than for all adults who participate. 6%

0% 10% 20% 30% 40% 50% % of segment

Creating sporting opportunities in every 4 community

Creating sporting opportunities in every community

Norma - 16 Later Life Ladies

How to reach Norma? Norma read newspapers and magazines Key Points such as… • Most responsive to: television ads All About Soap Women’s Own • Preferred information channel: local papers That’s Life Bella • Preferred service channel: face to face Chat Take a Break • Decision style: accepting – she will take things at face value and is open to advice and opinions of Take it Easy The Daily Mirror other people The Sun Kays Catalogue

TV/RADIO Her preferred marketing tone and message is… Norma is a high TV viewer, enjoying quiz shows, chat shows, soaps and religious programmes. She is Traditional Security influenced by TV advertising and programme sponsorship. She is a light radio listener, but would be Established Economical more likely to listen to national and local BBC stations. Unpretentious Practical INTERNET Careful Trustworthy Norma does not have internet access, nor is she likely to Reassuring Simple seek public services for this. Internet advertising would not reach her. POSTERS/DIRECT MAIL/NEWSPAPERS Norma is responsive to brands such as… Norma is likely to enjoy reading a newspaper most days, and also is a high reader of women’s lifestyle magazines and buys quiz books. She may notice magazine advertising, and may cut out vouchers from the newspaper. She is also marginally influenced by direct mail, especially those advertising local services. She reads the local paper. TELEPHONE

Norma does not have a mobile phone, but uses her landline to call family. Her accepting decision making style means that she is reassured by the recommendations of others, and would welcome an advice line, but needs the opportunity to ask questions.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Norma - 16 Later Life Ladies

About the 19 market segments The 19 Segments Name Description % Pop % M % F 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% The segments have been developed for Sport England by 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% Experian, using socio-economic and demographic data, and 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% overlaid with Sport England’s Active People and Satisfaction 4 Leanne Supportive Singles 4.3% 0.0% 8.2% data, as well as the DCMS/Sport England Taking Part 5 Helena Career Focused Females 4.5% 0.0% 8.8% 6 Tim Settling Down Males 8.8% 18.2% 0.0% survey. This data is used to profile the different groups’ 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% behaviour, preferences, and motivations and barriers 8 Jackie Middle England Mums 4.9% 0.0% 9.5% towards sport. 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% The segmentation data also draws on a two-tier solution 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% driven by key lifestage and lifestyle identifiers such as age, 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% affluence, marital status and parental obligations. Within 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% these, the levels of participation and the activities undertaken 14 Brenda Older Working Women 4.9% 0.0% 9.5% 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% vary enormously. Each segment has been described within 16 Norma Later Life Ladies 2.1% 0.0% 3.9% the context of sporting activities and levels of participation. 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% Also, through providing underlying variables pertaining for 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% example towards attitudes, socio-demographics, health 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% statistics and marketing communication preferences, a fully- The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; rounded picture of each segment has been developed. segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a person may still belong to a segment even if they fall outside that segment’s age band This is a modelled dataset, showing the likelihood of Index tables available at www.sportengland.org/segments provide more detail in tabular form sections of the adult population to display certain characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 66+ Ralph & Phyllis - 17 • Married/sinAge 18-25gle Single Comfortable Retired Couples • Retired Graduate Professional Retired couples, enjoying active and comfortable lifestyles

4% of all adults; 5% of adult men, 4% of adult women

About Ralph & Phyllis

Ralph and Phyllis are in their late 60s and have been retired for some time now. Their children are grown up and have moved out of the family home. Ralph was a successful banker, enabling them to retire early. They’ve downsized recently, benefiting from Ralph’s investment portfolio and comfortable private pension. Both Ralph and Phyllis feel there is still much of life to live. They enjoy playing golf together, and Ralph competes at weekends sometimes. Phyllis likes to go for the occasional swim while Ralph is out trout fishing, and they also love to go for long walks together. In their earlier years the pace was faster, but they’re proud they’re still active, enjoying life and can just about keep up with the grandchildren. Ralph and Phyllis enjoy volunteering in the local community, organising church bazaars and raising money for the local museum. Ethnic origin Individuals in this segment are predominantly of White British (89%), or Other White (5%) origin; or may also be of Irish heritage (4%), Asian/Asian British (1%), Black/Black British (0.5%), Chinese (0.5%) or belong to another ethnic group (0.5%). Alternative names Lionel, Arthur, Reginald, Beryl, Peggy, Marjorie

Top sports that Ralph & Phyllis Ralph & Phyllis: Sports Overview participate in Ralph & Phyllis All adults

• Ralph & Phyllis are generally less active than the 10% Keep fit and gym average adult population, but their activity levels are 17% 9% Sw imming higher than others in their age range. 14% 7% Golf • They are likely to be doing the same or less sport 4% 4% than 12 months ago, with health the main issue for Bow ls those doing less. 1% 4% Cycling 9% • The top sports that Ralph & Phyllis participate in are 2% Tennis shown in the chart opposite: 10% of this group take 2% 1% Angling part in keep fit or gym, 9% swim, 7% play golf and 1% 4% play bowls. 1% Badminton 2% 1% Martial arts/combat 1% 1% Athletics Ralph & Phyllis are similar to/live near: 5% Other Ralph & Phyllis (segment 17) 0% 5% 10% 15% 20% % of s e gm e nt Ralph & Phyllis are likely to live in towns such as: Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Stratford-upon-Avon, Chichester, Kendal, Farnham, Evesham England Active People Survey data (for the period April 2009 to April 2010): based on participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggroup opportunitiess) that this segment in peveryarticipates in. Athletics includes jogging and road running 1 community

Creating sporting opportunities in every community

Ralph & Phyllis - 17 Comfortable Retired Couples

How sporty are Ralph & Phyllis?

Ralph & Phyllis's sporting activity Ralph & Phyllis’s sporting activity (30 minute moderate intensity per week) Ralph & Phyllis All adults Ralph & Phyllis have below average levels of sports 80% participation. 71% of this segment have done no sport 70% 71% in the past four weeks, compared with the average of 60% 60% 60% of all adults. 50% 40% 28% have participated in sport at least once a week, 40% 30% 28% which is higher than other segments of that age (the % of segment 20% 22% average of segments 17 to 19 is 12%). 10% 15% 15% 9% 9% have undertaken three sessions of sport a week, 0% 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 compared with 11% of the over 66 age group. mins mins mins Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least Ralph & Phyllis: Organised sport twice a week and at least three times a week. Totals will add to more than 100%.

Ralph & Phyllis All adults Organised Sport 30% 26% of Ralph & Phyllises are members of a club to 25% 26% participate in sport, which is consistent with the national 23% 20% average. These may be golf and bowls clubs which are popular sports for Ralph & Phyllis. 15% 17%

12% 10% 12% 11% 12% have received instruction in sport and 11% have % of segment % taken part in competition in the past year; 6% have 5% 6% 7% volunteered in the past month. 0% Top sports that Ralph & Phyllis would like to do Received instruction Club member Competition Volunteer more of Ralph & Phyllis All adults Source: Sport England Market Segmentation 2010, using Sport England Active People Survey data (for the period April 2009 to April 2010). 25% Received instruction is based on any tuition or coaching in the last 12 months, club Swimming 27% member is based on those who have been a member of a club in order to participate 7% in the last four weeks, competition is based on organised competition in the last 12 Keep fit/gym 14% months and volunteering is based on any volunteering in the past four weeks 7% Golf 3% 6% Cycling Ralph & Phyllis’s latent demand for sport 10% 5% Tennis 4% 27% of Ralph & Phyllises would like to do more sport, 3% Badminton compared to 52% of all adults. 4% 2% Bowls 1% The top sports that Ralph & Phyllis would like to do more 2% Athletics of are swimming (25%); keep fit/gym and golf (each 7%), 5% 1% Cricket cycling (6%) and tennis (5%). 1% 1% Angling Their demand for these sports is just below the national 0% average in most cases. 0% 5% 10% 15% 20% 25% 30% % of se g m e n t Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of Creating sportingsegment opportunities that said they woul ind every like to do more of a certain sport, based on those adults who said they would like to do more sport 2 community

Creating sporting opportunities in every community

Ralph & Phyllis - 17 Comfortable Retired Couples

What drives Ralph & Phyllis’s participation?

Ralph & Phyllis: Motivations/barriers for taking part in sport Motivations for Ralph & Phyllis Ralph & Phyllis All adults • The main motivations for Ralph & Phyllis are 30% enjoyment, keeping fit and socialising. Just enjoy it Motivations 29% 23% Keep fit • Socialising is as important a motivation for 30% 13% Ralph & Phyllis, as it is for all adults, which Meet with friends 12% may reflect the club environment of their 3% Improve performance 4% favourite sports. 3% Help with injury/disability 2% • ‘Improving performance’, ‘losing weight’ and 3% Competition ‘training/taking part in a competition’ are much 2% 2% To take children less relevant motivating factors for Ralph & 8% 2% Phyllis. To lose weight 7% Barriers for Ralph & Phyllis

-76% Health/injury/disability Barriers • 76% of this segment give their main barrier to -41% -12% playing sport as ‘health, injury or disability’. Other* -21% This appears consistent with the age of the -6% Lack of time -12% segment and propensity to have health -4% Work commitments problems. -19% -1% Family • 40% of this segment has a long standing -7% illness, disability or infirmity. -100% -80% -60% -40% -20% 0% 20% 40% • ‘Other’ barriers (including no opportunity and % of segment Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 economic factors) are also a factor but to a Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple much lesser extent than health. responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work factors’ How satisfied are Ralph & Phyllis?

Within this segment, Ralph & Phyllises who participate in Ralph & Phyllis: Satisfaction with sporting experience sport are most satisfied with the ‘release and diversion’, All adults Ralph & Phyllis 9.0 ‘social’ aspects and ‘ease of participation’ in their sport. They are least satisfied with the ‘facilities’ and ‘coaching. 8.5

e 8.0 Ralph & Phyllis tend to record higher satisfaction than the

or overall adult participant result. This difference is 7.5 Sc particularly marked in scores for officials, value for money 7.0 and ease of participation, where their satisfaction is high, compared with a medium score for the overall adult 6.5

e ts s ls y population. c ss on c e ing a e n e i e ti h n a rs p ili c itn c F a a rm As e & Staff Offici r Mo o & Dive l l F Co rf n a fo o & e Pe e rti s Soci Peop Their low score for facilities and coaching are consistent e a x e e of Participation Valu E l s Re Ea with all adults who play sport. Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey 3 community

Creating sporting opportunities in every community

Ralph & Phyllis - 17 Comfortable Retired Couples

What else do Ralph & Phyllis like to do?

Ralph & Phyllis: Other cultural activities Ralph & Phyllis enjoy a range of cultural activities, Ralph & Phyllis All adults 92% at levels close to the national average in most Watch TV 89% cases. 87% Friends/family 85% Watching television, friends and family, reading, 78% Read gardening, listening to music and eating in 68% 73% Gardening restaurants are the top activities that they have 53% 72% undertaken in the past year. Listen to music 76% 71% Restaurants They have an above average propensity to read, 68% do gardening, eat out and attend the theatre or 69% Shopping concerts, compared to all adults. 71% 62% Days out or visits 64% They appear to enjoy more out of home activities 50% Theatre/music concerts than the other segments aged over 66. 43% 49% Sport/exercise Just under 50% have taken part in sport or 52% exercise in the past year, which is lower than the 0% 20% 40% 60% 80% 100% national average. % of segment Source: Sport England Market Segmentation 2010. Chart shows activities undertaken in the past 12 months, taken from the DCMS Taking Part survey 2010. Respondents may chose multiple answer, so percentages will not add up to 100%. What would encourage Ralph & Phyllis to do more sport?

Ralph & Phyllis: What would make them do more sport? Ralph & Phyllis All adults 29% of this segment say they would do more sport if

29% Less busy they were less busy, compared to 46% of the overall 46% adult population. 15% People to go with 14% 15% said they would do more if they had people to 11% Cheaper admission 18% go with, and 11% would be encouraged by cheaper 6% Improved transport, etc admission. 6%

6% Better facilities (eg café) Improved transport is a factor for 6% of the 6%

4% segment, which is consistent with the general adult Better playing facilities 6% population. 3% Longer opening hours 6% For Ralph & Phyllis, better facilities, longer opening 2% More free time 6% hours and child care were less of an issue than for

0% other adults. Help with childcare 6%

0% 10% 20% 30% 40% 50% % of se gm e nt

Creating sporting opportunities in every 4 community

Creating sporting opportunities in every community

Ralph & Phyllis - 17 Comfortable Retired Couples

How to reach Ralph & Phyllis? Ralph & Phyllis read newspapers and Key Points magazines such as… • Most responsive to: newspaper ads The Daily Telegraph Gardener’s World • Preferred information channel: magazines BBC Homes & Antiques Country Living • Preferred service channel: post The Financial Times Your M&S • Decision style: adamant - Ralph & Phyllis have set ideas on what they like based on first hand Good Housekeeping The Economist experience or trusted opinions from friends and Golf Monthly Food & Drink family

TV/RADIO Their preferred marketing tone and message is… Ralph and Phyllis are medium to light TV viewers, preferring to be out and about instead. They are unlikely Prestigious Established to be influenced by television advertising, having a cynical view of it. They may be moderate radio listeners, Classic Informative preferring BBC national and local stations over Intellectual Friendly commercial ones. Trustworthy Community INTERNET Personalised service Reliable Ralph and Phyllis are unlikely to have the internet, although it is something they’re considering. They are unlikely to be reached by internet advertising, although may use the internet for information gathering. Ralph & Phyllis are responsive to brands such as… POSTERS/DIRECT MAIL/NEWSPAPERS

They like to read the newspaper daily, preferring the Daily Telegraph and Sunday Times. With an adamant decision making style they won’t respond to magazine, newspaper or direct mail communications, preferring tried and tested brands or making decisions based on face to face communications and reliable sources. TELEPHONE

Their mobile phone is mainly used for emergencies and a few text messages. They find all marketing and cold- calls intrusive, and are likely to be TPS (Telephone Preference Service) listed.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Ralph & Phyllis - 17 Comfortable Retired Couples

About the 19 market segments The 19 Segments

The segments have been developed for Sport England by Name Description % Pop % M % F Experian, using socio-economic and demographic data, and 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% overlaid with Sport England’s Active People and Satisfaction 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% data, as well as the DCMS/Sport England Taking Part 4 Leanne Supportive Singles 4.3% 0.0% 8.2% survey. This data is used to profile the different groups’ 5 Helena Career Focused Females 4.5% 0.0% 8.8% behaviour, preferences, and motivations and barriers 6 Tim Settling Down Males 8.8% 18.2% 0.0% towards sport. 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% 8 Jackie Middle England Mums 4.9% 0.0% 9.5% The segmentation data also draws on a two-tier solution 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% driven by key lifestage and lifestyle identifiers such as age, 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% affluence, marital status and parental obligations. Within 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% these, the levels of participation and the activities undertaken 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% vary enormously. Each segment has been described within 14 Brenda Older Working Women 4.9% 0.0% 9.5% the context of sporting activities and levels of participation. 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% Also, through providing underlying variables pertaining for 16 Norma Later Life Ladies 2.1% 0.0% 3.9% 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% example towards attitudes, socio-demographics, health 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% statistics and marketing communication preferences, a fully- 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% rounded picture of each segment has been developed. The 19 segments fall mainly within the following age bands: (segments 1 to 4: 18-25; This is a modelled dataset, showing the likelihood of segments 5 to 10: 26-45: segments 11 to 16; 46-65 segments 17 to 19: 66 plus). NB: a person may still belong to a segment even if they fall outside that segment’s age band sections of the adult population to display certain Index tables available at www.sportengland.org/segments provide more detail in tabular form characteristics and cannot provide an exact measure of where people live or what they will choose to do. This segmentation data and the web tool should not be the sole basis for investment or strategic decisions and should be used in conjunction with your own local intelligence and To explore the segments further… market knowledge.

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 66+ Frank - 18 • Married/single Twilight Year Gents • Retired

Retired men with some pension provision and limited sporting opportunities

4% of all adults; 8% of adult men

About Frank

Frank is 69 and lives with his wife in a small bungalow. Having put money into a private pension during his years working as a sales manager, Frank has a reasonable income, and though he can’t afford luxuries he enjoys a flutter on the horses, the odd scratch card and spoiling the grandchildren. Frank spends most of his days watching TV or having a pint at his local. He enjoys playing snooker there, and has taken part in mini tournaments occasionally. At weekends he may take his grandson fishing, but he’s not sure for how much longer he’ll be able to - his eyesight is getting worse and he won’t be able to drive for much longer. Frank is not particularly health conscious, enjoying hearty traditional meals and a good pint at his local. He is also likely to smoke. Ethnic origin Individuals in this segment are predominantly of White British (89%), or of Irish heritage (5%); or may also be of Other White (4%) origin, Asian/Asian British (2%), Black/Black British (0.5%), Chinese (0.5%) or belong to another ethnic group (0.5%). Alternative names Roy, Harold, Stanley, Alfred, Percy

Top sports that Frank participates in

Frank: Sports Overview Frank All adults

7% Golf • Frank is generally much less active than the average 4% 6% adult population, but his activity levels are more Keep fit/gym consistent with other segments in this age range 17% 6% Bow ls (more details overleaf). 1%

6% Sw imming • He is are likely to be doing the same or less sport 14%

than 12 months ago, with health the main issue for 4% Cycling those doing less. 9% 2% Angling • The top sports that Frank participates in are shown in 1% the chart opposite: 7% of this group take part in golf, 2% Archery 6% in keep fit/gym and 6% in bowls and swimming. 1% 1% Football 4%

1% Badminton 2% 1% Athletics Frank is similar to/lives near: 5% Elsie (segment 19), Ralph & Phyllis (segment 17) 0% 5% 10% 15% 20% % of segment Frank is likely to live in towns such as: Source: Sport England Market Segmentation 2010. Sporting activity based on Sport Eastbourne, Bognor Regis, Skegness, Colchester, Bishop England Active People Survey data (for the period April 2009 to April 2010): based on Auckland participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggroup opportunitiess) that this segment in peveryarticipates in. Athletics includes jogging and road running 1 community

Creating sporting opportunities in every community

Frank - 18 Twilight Year Gents

How sporty is Frank?

Frank's sporting activity Frank’s sporting activity (30 minute moderate intensity per week) Frank All adults 80% Frank has very low participation in sport - 76% of 70% 76% Franks have done no sport in the past four weeks, 60%

n t 60% compared with the average of 60% of all adults. e 50% gm

e 40%

s 40% 21% have participated in sport at least once a week, 30% of

% 20% which is higher than other segments of that age (the 21% 22% 10% 14% 15% average of segments 17 to 19 is 12%). 9% 0% A small proportion have undertaken three sessions of 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 mins mins mins sport a week (9%), compared with 11% of the over 66

age group, or 15% of all adults. Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least twice a week and at least three times a week. Totals will add to more than 100%. Frank: Organised sport

Frank All adults Organised Sport 25% 23% of Franks are members of a club to participate in 23% 23% 20% sport, which is consistent with the national average. These may be golf and bowls clubs which are popular 15% 17% sports for Frank.

12% 12% 10% 6% have received instruction in sport and 12% have % of segment % 7% taken part in competition, in the past year. 5% 6% 6% Top sports that Frank would like to do more of 0% Received instruction Club member Competition Volunteer Frank All adults

Source: Sport England Market Segmentation 2010, using Sport England Active 18% People Survey data (for the period April 2009 to April 2010). Swimming 27% Received instruction is based on any tuition or coaching in the last 12 months, club 7% member is based on those who have been a member of a club in order to participate Cycling 10% in the last four weeks, competition is based on organised competition in the last 12 months and volunteering is based on any volunteering in the past four weeks 7% Golf 3% 6% Keep fit/gym 14% 4% Bowls 1% Frank’s latent demand for sport 4% Football 2% A quarter of Franks would like to do more sport, 3% Athletics 5% compared to 52% of all adults. 2% Cricket 1% 2% The top sports that Frank would like to do more of are Tennis swimming (18%); cycling (7%), golf (7%) and keep fit and 4% 2% gym (4%). Badminton 4% 0% 5% 10% 15% 20% 25% 30% % of se gm e nt

Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of segment that said they would like to do more of a certain sport, based on those adults who said they would like to do more sport Creating sporting opportunities in every 2 community

Creating sporting opportunities in every community

Frank - 18 Twilight Year Gents

What drives Frank’s participation?

Frank: Motivations and barriers for taking part in sport Motivations for Frank Frank All adults • The main motivations for Frank are enjoyment, 25% keeping fit and socialising. Enjoy it Motivations 29% 15% Keep fit • Socialising is as important for Frank as all 30% 11% adults, which may reflect the club environment Meet with friends 12% of his favourite sports. 2% Competition 2% • ‘Improving performance’, ‘losing weight’ and 2% To take children 8% ‘training/taking part in a competition’ are much 2% Improve performance less relevant motivating factors for Frank. 4% 2% Help with injury/disability Barriers for Frank 2% 1% Lose weight 7% • 82% of this segment give their main barrier as ‘health, injury or disability’. This appears -82% Health/injury/disability Barriers consistent with the age of the segment and -41% -11% propensity to have health problems. Other* -21% -4% Lack of time • 47% of this segment has a long standing -12% -2% illness, disability or infirmity. Work commitments -19% -1% • ‘Other’ barriers (including no opportunity and Family -7%

economic factors) are also a barrier but to a -100% -80% -60% -40% -20% 0% 20% 40% much lesser extent than health. % of segment Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work factors’ How satisfied is Frank?

Frank: Satisfaction with sporting experience Within this segment, Franks who participate in sport are All adults Frank 9.0 most satisfied with the ‘release and diversion’, ‘social’ aspects and ‘ease of participation’ in their sport. They 8.5 are least satisfied with the ‘facilities’ and ‘coaching.

e 8.0

or Frank tends to record higher satisfaction than the overall 7.5 Sc adult participant result, even in areas where their

7.0 satisfaction is low. This difference is particularly marked in scores for value for money and officials, where his 6.5 satisfaction is high, compared with a medium score for e s n s f s g ls c o ct af on e in ey n es i e t ti ti h ia n a tn rs p S a li ic o the overall adult population who do sport. i s ci ac ff rm F ve & ip a o M o A c F O r f & Di al le ti C r n i p r fo o & c o e Pe e Pa rti s So Pe lu e a of a le e V His low score for facilities and coaching is consistent with Ex e s R Ea the result for all adults who participate in sport. Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey 3 community

Creating sporting opportunities in every community

Frank - 18 Twilight Year Gents

What else does Frank like to do?

Frank: Other cultural activities

Frank All adults Watching television is the main cultural activity for 92% Frank, with 92% watching TV in the past year. Watch TV 89%

Friends/family 80% In common with other adults, friends and family, 85% 65% listening to music, gardening and shopping are Listen to music 76% 64% part of his free time activities. He has an above Gardening 53% average propensity to do gardening and DIY. 64% Shopping 71% Out of home activities such as restaurants, days 64% Read 68% out, gardening and concerts are less popular, 57% which may also reflect the fact that this segment Eat out at restaurants 68% 56% Days out or visits is more likely to have health problems than other 64% 50% DIY adults. 39% 39% Just under 40% have taken part in sport or Go to pubs/bars/clubs 45% exercise in the past year, which lower than the 39% Sport/exercise 52% national average. 0% 20% 40% 60% 80% 100%

Frank: What would make him do more sport? Frank All adults 21% of this segment say they would do more sport if 21% Less busy 46% they were less busy, compared to 46% of the overall

13% adult population. Cheaper admission 18%

13% People to go with 13% said they would do more if they had people to 14% go with, and the same proportion would be 7% Improved transport, etc 6% encouraged by cheaper admission. 4% Better facilities (eg café) 6% Improved transport is a factor for 7% of this 4% Better playing facilities 6% segment, compared with 6% of the adult population.

3% More free time 6% For Frank, better facilities, longer opening hours and 3% Longer opening hours child care are less of an issue than for other adults. 6%

0% Help with childcare 6%

0% 10% 20% 30% 40% 50% % of segment

Creating sporting opportunities in every 4 community

Creating sporting opportunities in every community

Frank - 18 Twilight Year Gents

TV/RADIO His preferred marketing tone and message is… Frank is a heavy TV viewer who enjoys watching live sport, old films and classic comedies. He notices TV Established Safe & Secure advertising and is influenced by this and programme sponsorship. He is a very light radio listener. Reliable Modest INTERNET Careful Trustworthy

Frank does not have access to the internet at home, in Non-technical Unpretentious fact he is very nervous of computers. He would not seek Risk-free Service out services in the library, and hence would not be reached by internet advertising. POSTERS/DIRECT MAIL/NEWSPAPERS Frank are responsive to brands such as… Frank enjoys reading a newspaper most days, with a preference for the Daily Mail or Express. He has an adamant decision making style and so has set ideas about products and services. He likes branding which is plain and straight forward and prefers to access services face to face. TELEPHONE

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Frank - 18 Twilight Year Gents

About the 19 market segments The 19 Segments

Creating sporting opportunities in every 6 community

Creating sporting opportunities in every community

• Mainly aged 66+ Elsie & Arnold - 19 • Widowed Retirement Home Singles • Retired

Retired singles or widowers, predominantly female, living in sheltered accommodation 8% of all adults; 2% of adult men, 14% of adult women

About Elsie & Arnold

Elsie and Arnold are aged 81 and live on their own in warden-controlled sheltered accommodation. Their spouses passed away three years ago and they are just about getting used to life on her own, thanks to the support of the other residents. The sheltered housing is good and the warden checks if anything is needed, and they have card mornings, dance afternoons and bingo evenings in the community lounge each week. Despite this Elsie and Arnold find themselves on their own quite a bit, and like to fill the quiet with TV shows, particularly programmes on the War or black and white films. They can no longer drive, due to their cataracts. Instead they look forward to a once a week walk to the post office to collect the pension, having a good natter with the lady who works there. Ethnic origin Individuals in this segment are predominantly of White British (88%), or of Other White origin (5%); or may also be of Irish heritage (5%), Asian/Asian British (1%), Black/Black British (0.5%), Chinese (0.5%) or belong to another ethnic group (0.5%). Alternative names Doris, Ethel, Gladys, Stanley, Walter, Harold

Top sports that Elsie & Arnold participate in Elsie & Arnold: Sports Overview Elsie & Arnold All adults

10% Keep fit/gym • Elsie & Arnold are much less active than the average 17% 7% adult population, but their activity levels are more Sw imming 14% consistent with other segments in this age range 3% Bow ls (more details overleaf). 1% 1% Golf • They are likely to be doing less sport than 12 months 4%

1% ago, mainly due to health or injury. Cycling 9%

1% • The top sports that Elsie & Arnold participate in are Martial arts shown in the chart opposite: 10% of this group take 1% 1% Badminton part in ‘keep fit/gym’, 7% take part in swimming, and 2%

3% take part in bowls. 0.4% Angling 1%

0.4% Table Tennis 0.5%

Elsie & Arnold are similar to/live near: 0.4% Tennis Frank (segment 18), other Elsie & Arnolds (segment 19) 2%

0% 5% 10% 15% 20% Elsie & Arnold are likely to live in towns such as: % of segment Hartlepool, Pontefract, Durham, Scarborough, West Bromwich Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010): based on participation levels at once per month. This chart shows the top ten sports (or sport Creating sportinggroup opportunitiess) that this segment in peveryarticipates in. Athletics includes jogging and road running 1 community

Creating sporting opportunities in every community

Elsie & Arnold - 19 Retirement Home Singles

How sporty are Elsie & Arnold?

Elsie & Arnold's sporting activity Elsie & Arnold’s sporting activity (30 minute moderate intensity per week) Elsie & Arnold All adults Elsie & Arnold have very low participation in sport - 90% 80% 82% have done no sport in the past four weeks, 82% compared with the average of 60% of all adults. 70% 60% 60% 17% have participated in sport at least once a week, 50% 40% 40% which is consistent with other segments of that age 30% % of segment of % (the average of segments 17 to 19 is 12%). 20% 22% 10% 17% 15% 8% 5% A very small proportion have undertaken three sessions 0% of sport a week (5%), compared with 11% of the over 0 x 30 mins At least 1 x 30 At least 2 x 30 At least 3 x 30 mins mins mins 66 age group. Source: Sport England Market Segmentation 2010. Sporting activity based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent doing no sport, and percent doing sport at least once a week, at least Elsie & Arnold: Organised sport twice a week and at least three times a week. Totals will add to more than 100%.

Elsie & Arnold All adults 25% Organised Sport 23% 15% of Elsie & Arnolds are members of a club to 20% participate in sport, although social aspects of club

15% 17% membership may play a role here. 15% 12% 10% 8% have received instruction in sport and 4% have taken

% of segment % part in competition. 5% 7% 4% 2% 0% Received instruction Club member Competition Volunteer

Source: Sport England Market Segmentation 2010, using Sport England Active Top sports that Elsie & Arnold would like to do People Survey data (for the period April 2009 to April 2010). more of Received instruction is based on any tuition or coaching in the last 12 months, club member is based on those who have been a member of a club in order to participate Elsie & Arnold All adults in the last four weeks, competition is based on organised competition in the last 12 30% Swimming months and volunteering is based on any volunteering in the past four weeks 27% 13% Keep fit/gym 14% 3% Cycling 10% 3% Tennis Elsie & Arnold’s latent demand for sport 4% 2% Bowls 1% 25% of this segment would like to do more sport, 2% Badminton 4% compared to 52% of all adults. 2% Athletics 5% The top sports that Elsie & Arnold would like to do more 1% Golf 3% of are swimming (30%); keep fit and gym (13%); cycling 1% Martial arts (3%); tennis (3%) and bowls (2%) 1% 1% Table Tennis 0%

0% 5% 10% 15% 20% 25% 30% 35% % of segment

Source: Sport England Market Segmentation 2010, based on Sport England Active People Survey data (for the period April 2009 to April 2010). Chart shows percent of Creating sportingsegment opportunities that said they woul ind every like to do more of a certain sport, based on those adults who said they would like to do more sport 2 community

Creating sporting opportunities in every community

Elsie & Arnold - 19 Retirement Home Singles

What drives Elsie & Arnold’s participation?

Elsie & Arnold: Motivations and barriers for taking part in sport Motivations for Elsie & Arnold Elsie & Arnold All adults • The main motivations for Elsie & Arnold are 15% enjoyment, keeping fit and socialising. Just enjoy it 29% Motivations 12% Keep fit • These motivations are less important for Elsie 30% 7% & Arnold than for other adults, but similar to Meet with friends 12% other segments aged 66 or over. 2% Help with injury/disability 2% • ‘Improving performance’, and ‘training/taking 2% Take children 8% part in a competition’ are much less relevant 1% Lose weight motivating factors for this segment. 7% 1% Improve performance Barriers for Elsie & Arnold 4% 1% Competition 2% • 83% of this segment give their main barrier as ‘health, injury or disability’. This appears -83% Health/injury/disability Barriers consistent with the age of the segment and -41% -10% propensity to have health problems. Other* -21% -4% Lack of time • This segment has an above average -12% -2% propensity to have poor health, heart Family -7% conditions and bone, muscle and/or joint -1% Work commitments problems. 50% of this segment has a long -19% standing illness, disability or infirmity. -100% -80% -60% -40% -20% 0% 20% 40% • ‘Other’ barriers (including no opportunity and % of segment Source: Sport England Market Segmentation 2010. Motivations derived from the 2006 economic factors) are also a factor but to a Taking Part survey and barriers from the Active People Survey (April 2009-April 2010), asked of people who are doing less sport than a year ago. Respondents may chose multiple much lesser extent than health. responses, so these will not add up to 100%. Negative percentages have been used to show barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work factors’ How satisfied are Elsie & Arnold?

Elsie & Arnold: Satisfaction with sporting experience Within this segment, Elsie & Arnolds who participate in All adults Elsie & Arnold sport are most satisfied with the ‘release and diversion’, 9.5 ‘social’ aspects and ‘ease of participation’ in their sport. 9.0 They are least satisfied with the ‘facilities’ and ‘coaching, 8.5 although these aspects are still considered good. e 8.0

Scor Elsie & Arnold tend to record higher satisfaction than the 7.5 overall adult participant result, even in areas where their 7.0 satisfaction is lower. This difference is particularly 6.5 marked in scores for value for money where their s s n ce io on ing ials ne s ities c satisfaction is high, compared with a medium score for t pects l ch fi man er ci v As a Of or & Fi icipati F f rt Coa the overall adult population that plays sport. This could er n & Di P io Pa t Social People & St aff er Value for Money link to subsidised sporting opportunities, or else could Ex e of as Release E reflect the fact that few of this segment participate in Source: Sport England Market Segmentation 2010, based on Sport England Satisfaction sport at all. with the Quality of the Sporting Experience Survey 2010. This survey covers sports participants (and not the entire population). Green shading indicates high satisfaction score (above 8), amber indicates medium and red indicates lower score (below 7.5). These Creating sporting opportunities in every satisfaction bands are relative to the results of the overall survey 3 community

Creating sporting opportunities in every community

Elsie & Arnold - 19 Retirement Home Singles

What else do Elsie & Arnold like to do?

Elsie & Arnold: Other cultural activities

Elsie & Arnold All adults

93% Watch TV Watching television is the main cultural activity for 89% 82% Friends/family Elsie & Arnold, with 93% watching TV in the past 85% year. 72% Read 68% In common with other adults, friends and family, 71% Shopping 71% reading, shopping and listening to music are part 69% of their free time activities, and the proportions Listen to music 76% 58% doing these are similar to other adults. Eat out at restaurants 68% 55% Days out/vis its Out of home activities such as going to 64% 51% Gardening restaurants, days out, gardening and concerts 53% are less popular, which may also reflect the fact 32% Theatre/music concerts that this segment is more likely to have health 43% 25% problems and be less active. Visits to historic sites 36% 24% Just under a quarter have taken part in sport or Sport/exercise 52% exercise in the past year, which is half the 0% 20% 40% 60% 80% 100% national average. % o f s e g m e n t

Elsie & Arnold: What would make them do more sport? Elsie & Arnold All adults 24% of this segment say they would do more sport if 24% Less busy they were less busy, compared to 46% of the overall 46%

20% adult population. People to go with 14%

11% 20% said they would do more if they had people to Cheaper admission 18% go with, and 11% would be encouraged by cheaper 9% Improved transport, etc admission. 6%

4% Longer opening hours Improved transport could be a factor, for 9% of the 6%

4% segment, compared with 6% of the adult population. Better facilities (eg café) 6%

3% For Elsie & Arnold, better facilities and child care More free time 6% were less of an issue than for other adults. 2% Better playing facilities 6%

0% Help with childcare 6%

Creating sporting opportunities in every 4 community

Creating sporting opportunities in every community

Elsie & Arnold - 19 Retirement Home Singles

How to reach Elsie & Arnold? Elsie & Arnold reads newspapers and Key Points magazines such as… • Most responsive to: post Woman’s Weekly The Daily Mirror • Preferred information channel: local papers The Sun TV Choice • Preferred service channel: face to face Simply Knitting Interweave Knits • Decision style: accepting - Elsie & Arnold will take things at face value and is open to advice and Mail on Sunday Bella opinions of other people Crossword Puzzles Grattan Catalogue

TV/RADIO Their preferred marketing tone and message is… Elsie and Arnold are heavy TV viewers of quiz shows, religious programmes and old films. They are unlikely to Comforting Reliable be influenced by TV advertising or programme sponsorship, and tend to have a cynical view of it. Reassuring Safe & Secure INTERNET Community Friendly

Elsie and Arnold generally do not have access to the Traditional Cautious internet, nor use a computer. Easy to understand Gentle POSTERS/DIRECT MAIL/NEWSPAPERS

Elsie and Arnold enjoy reading newspapers and some magazines, though not every day. As accepting decision Elsie & Arnold are responsive to brands makers they enjoy the face to face time of collecting the such as… pension and picking up a paper. They may collect money-off vouchers in local publications but are unlikely to respond to national newspaper campaigns. TELEPHONE

Elsie and Arnold do not tend to have a mobile phone, and generally only use their landline to call family. They want to feel right about their decisions and will accept advice from others in authority or related. They would probably only use an advice line if a trusted family suggested it, as they worry about security and talking to strangers.

Creating sporting opportunities in every 5 community

Creating sporting opportunities in every community

Elsie & Arnold - 19 Retirement Home Singles

About the 19 market segments The 19 Segments

The segments have been developed for Sport England by Name Description % Pop % M % F 1 Ben Competitive Male Urbanites 4.9% 10.2% 0.0% Experian, using socio-economic and demographic data, and 2 Jamie Sports Team Lads 5.4% 11.1% 0.0% overlaid with Sport England’s Active People and Satisfaction 3 Chloe Fitness Class Friends 4.7% 0.0% 9.1% data, as well as the DCMS/Sport England Taking Part 4 Leanne Supportive Singles 4.3% 0.0% 8.2% survey. This data is used to profile the different groups’ 5 Helena Career Focused Females 4.5% 0.0% 8.8% 6 Tim Settling Down Males 8.8% 18.2% 0.0% behaviour, preferences, and motivations and barriers 7 Alison Stay at Home Mums 4.4% 0.0% 8.5% towards sport. 8 Jackie Middle England Mums 4.9% 0.0% 9.5% 9 Kev Pub League Team Mates 5.9% 12.2% 0.0% The segmentation data also draws on a two-tier solution 10 Paula Stretched Single Mums 3.7% 0.0% 7.3% driven by key lifestage and lifestyle identifiers such as age, 11 Philip Comfortable Mid-Life Males 8.6% 17.9% 0.0% affluence, marital status and parental obligations. Within 12 Elaine Empty Nest Career Ladies 6.1% 0.0% 11.8% these, the levels of participation and the activities undertaken 13 Roger & Joy Early Retirement Couples 6.8% 7.9% 5.8% 14 Brenda Older Working Women 4.9% 0.0% 9.5% vary enormously. Each segment has been described within 15 Terry Local ‘Old Boys’ 3.7% 7.6% 0.0% the context of sporting activities and levels of participation. 16 Norma Later Life Ladies 2.1% 0.0% 3.9% Also, through providing underlying variables pertaining for 17 Ralph & Phyllis Comfortable Retired Couples 4.2% 4.7% 3.7% example towards attitudes, socio-demographics, health 18 Frank Twilight Year Gents 4.0% 8.3% 0.0% statistics and marketing communication preferences, a fully- 19 Elsie & Arnold Retirement Home Singles 8.0% 1.6% 14.0% rounded picture of each segment has been developed.

Creating sporting opportunities in every 6 community

Sport England Sport Market Segmentation A quick guide for Sport National Governing Bodies

What is market segmentation? Market segmentation is a powerful way of analysing the population that allows those working in community sport to better understand who their different customer types are and where they are located. The segmentation process groups the adult (18+) population of England into 19 distinct sporting ‘segments’ and provides insight into the sporting behaviours and preferences of each of these segments, as well as their motivations and barriers to playing sport, satisfaction with the sporting experience, and the best ways to contact and market to people within each segment. The segments were developed by Sport England in 2010. The three main outputs are shown below.

The 19 Pen Portraits help you to: • Discover the key characteristics of each sporting segment, including broad age-range, working status, ethnic diversity and disability/ limiting illness status. Read about a ‘typical’ (hypothetical) person belonging to each Creating sporting opportunities in every community segment. Frank - 18 Twilight Year Gents • Explore the sporting habits of each segment, including their participation How to reach Frank? levels in sport, which sports they play most of, their latent demand to play Frank reads newspapers and magazines Key Points such as… • Most responsive to: post and newspaper ads Angling Times Amateur Gardener • Preferred information channel: local papers The Daily Mirror Mail on Sunday different sports, and their participation in organised sport (such as in • Preferred service channel: face to face The Daily Express Saga Magazine • Decision style: adamant - Frank has set ideas on what they like based on first hand experience or Today’s Golfer Daily Telegraph trusted opinions from friends and family Puzzler Racing Post competitions and club membership).

TV/RADIO His preferred marketing tone and message is… Frank is a heavy TV viewer who enjoys watching live sport, old films and classic comedies. He notices TV Established Safe & Secure • Read about each segment’s motivations and barriers to playing sport; their advertising and is influenced by this and programme sponsorship. He is a very light radio listener. Reliable Modest INTERNET Careful Trustworthy Frank does not have access to the internet at home, in Non-technical Unpretentious satisfaction with various aspects of the sporting experience, what other fact he is very nervous of computers. He would not seek Risk-free Service out services in the library, and hence would not be reached by internet advertising. POSTERS / DIRECT MAIL / NEWSPAPERS Frank are responsive to brands such as… cultural activities they are likely to take part in, and factors that would Frank enjoys reading a newspaper most days, with a preference for the Daily Mail or Express. He has an adamant decision making style and so has set ideas about products and services. He likes branding which is encourage them to play more sport. plain and straight forward and prefers to access services face to face. TELEPHONE

Frank does not have a mobile phone, but is quite happy to ring family on his landline. However, he would not be • Get information on how to reach the segments, with their preferred way of comfortable dealing with companies on the phone, finding it an impersonal approach and worrying about security. receiving information (e.g. via sms text, email or direct mail), their preferred marketing tone and message (such as humorous, family-orientated, Creating sporting opportunities in every 5 community aspirational), as well as brands they engage with. The index tables help you to: • Get more detailed data on each of the 19 sporting segments, so you can compare each segment with the national average and others of a similar age. • Explore the fuller range of sports, and groups of sports, (such as indoor, outdoor, winter sports), more detailed satisfaction information and other detail on lifestyle and habits. • Use the index results for each segment to explore differences in more detail. In contrast to the percentages used in the pen portraits, the indices capture the likelihood of a segment to play a sport compared to the overall adult population, and to other segments in the same age group. This allows you to explore the characteristics in more depth..

The market segmentation web tool helps you to: • Bring the analysis to life, using maps charts and tables • Find out which segments play your sport and where they are located. • Find out which segment(s) live within the catchment area of a local sports facility or club. • See the concentration and distribution of a segment across a particular area. • View mapped data at the national through to local neighbourhood level; andCreating download sporting charts, tables, opportunities and raw data.in every community • View other indicators on a map, e.g. sports behaviour, age, reasons for doingCreating sport. sporting opportunities in every community

The Sports Market Segmentation web tool www.sportengland.org/segments A quick guide for Sports National Governing Bodies

1. Which segments play my sport with a particular area?

Select a sport from the drop-down list

Select an area from the drop-down list

1. Select the ‘sports’ tab in the blue panel at the 2. The map shows the selected area outlined 3. Select ‘chart’ or ‘table’ options to view the top of the screen, then select the sport, or in red with the concentration of all people estimated number of each segment playing group of sports; and geographical area that you playing the selected sport shaded (in this case the selected sport, within the area you have are interested in from the drop-down lists. Then dark blue and purple). Hovering over different chosen. click on the green ‘Search’ button. parts of the map will show the estimated participation rate.

2. Who lives within the catchment area of my sports club or facility?

Enter sports facility name here Enter catchment area size here

1.Select the ‘segments’ tab in the blue 2. At the bottom of the screen, select the option 3. The catchment area is shown in red. Hover over panel at the top of the screen, then click ‘Sports Facility’. Start typing the name of the an area to see the details of neighbourhood areas on ‘dominant segment’. facility you are interested in, into the box, until displayed. Select ‘chart’ or ‘table’ at the bottom of the correct place is found. Enter the catchment the screen to see population within each segment area and click on the green ‘Search’ button. that plays the sport.

3. What is the latent demand for my sport across the country?

Choose sport from the drop-down list

Select ‘would like to play’

Select ‘England’

1. Select the ‘sports’ tab at the top of the 2. The percentage of the population who would 3. Select ‘view bar chart’ at the bottom of the screen. Choose an individual, group, or type of like to play the selected sport is shaded over screen to see the estimated number of people sport from the drop-down list; click the option the map. Hover over anCreating area (outlined sporting in pale opportunitieswithin each segment, in every living community in England, who ‘would like to play’. Select ‘England’ from the grey) to see the latent demand in that particular would like to play your chosen sport. list of locations and click the green ‘Search’ location. Use the cursor and zoom buttons to button. view the map in moreCreating detail. sporting opportunities in every community

Sport England Sport Market Segmentation A quick guide for County Sport Partnerships

TV/RADIO His preferred marketing tone and message is… Frank is a heavy TV viewer who enjoys watching live sport, old films and classic comedies. He notices TV Established Safe & Secure • Read about each segment’s motivations and barriers to playing sport; their advertising and is influenced by this and programme sponsorship. He is a very light radio listener. Reliable Modest INTERNET Careful Trustworthy Frank does not have access to the internet at home, in Non-technical Unpretentious satisfaction with various aspects of the sporting experience, what other fact he is very nervous of computers. He would not seek Risk-free Service out services in the library, and hence would not be reached by internet advertising. POSTERS / DIRECT MAIL / NEWSPAPERS Frank are responsive to brands such as… cultural activities they are likely to take part in, and factors that would Frank enjoys reading a newspaper most days, with a preference for the Daily Mail or Express. He has an adamant decision making style and so has set ideas about products and services. He likes branding which is encourage them to play more sport. plain and straight forward and prefers to access services face to face. TELEPHONE

The market segmentation web tool helps you to: • Bring the analysis to life, using maps charts and tables. • See the concentration and distribution of a segment across your CSP area. • Find out which segment(s) live within the catchment area of a local sports facility or club. • View mapped data at the national through to local neighbourhood level; and download charts, tables, and raw data. • View otherCreating indicators sporting on a map, opportunities e.g. sports behaviour, in every community age, reasons for doing sport. Creating sporting opportunities in every community

The Sports Market Segmentation web tool www.sportengland.org/segments A quick guide for County Sports Partnerships

1. Which is the dominant segment living in my CSP area?

Select CSP area

1. Select the ‘segments’ tab in the blue panel 2. Next, at the bottom of the screen, select 3. A red border is shown around the selected at the top of the screen, then click on your CSP area from the drop down list and CSP area. The dominant segments within this ‘dominant segment’. When a segment is click on the green ‘Search’ button area are shaded over the map. Hover over a highlighted it has an orange border. small area (outlined in pale grey) to see details displayed (bottom right-hand corner) 2. Does a particular segment live near to a local sports facility?

Enter sports facility name here Enter catchment area size here

1. Select the ‘segments’ tab in the blue panel 2. At the bottom of the screen, select the option 3. The map shows the percentage of the at the top of the screen, then click on the ‘Sports Facility’. Start typing the name of the selected segment in each neighbourhood area segment you are interested in. When a facility you are interested in, into the box, until within the catchment area of the sports facility. segment is highlighted it has an orange the correct place is found. Enter the catchment Hover over an area to see the full details border area you wish to view and click ‘Search displayed in the bottom right-hand corner

3. What is the latent demand for a particular sport in my CSP area?

Choose sport from the drop-down list

Select ‘would like to play’

Select CSP area

1. Select the ‘sports’ tab at the top of the 2. A red border is shown around the selected 3. Click on ‘view bar chart’ at the bottom of the screen. Choose an individual, group, or type CSP area. The percentage of the local screen to see the estimated number of people of sport from the drop-down list; click the population who would like to play that sport (in within each segment, living within the CSP area option ‘would like to play’. Select the CSP this example, football) Creatingis shaded over sporting the map. opportunitiesselected in step in1, whoevery would community like to play your area you are interested in and click on the Hover over a small area (outlined in pale grey) chosen sport. green ‘Search’ button. to see the latent demandCreating in sporting that particular opportunities in every location. community

Sport England Sport Market Segmentation A quick guide for Local Authorities

The 19 Pen Portraits help you to: • Discover the key characteristics of each sporting segment, including broad age-range, working status, ethnic diversity and disability/ limiting illness status. Read about a ‘typical’ (hypothetical) person belonging to each Creating sporting opportunities in every community segment. Frank - 18 Twilight Year Gents • Explore the sporting habits of each segment, including their participation How to reach Frank? levels in sport, which sports they play most of, their latent demand to play Frank reads newspapers and magazines Key Points such as… • Most responsive to: post and newspaper ads Angling Times Amateur Gardener • Preferred information channel: local papers different sports, and their participation in organised sport (such as in The Daily Mirror Mail on Sunday • Preferred service channel: face to face The Daily Express Saga Magazine • Decision style: adamant - Frank has set ideas on what they like based on first hand experience or Today’s Golfer Daily Telegraph trusted opinions from friends and family Puzzler Racing Post competitions and club membership).

TV/RADIO His preferred marketing tone and message is… Frank is a heavy TV viewer who enjoys watching live sport, old films and classic comedies. He notices TV Established Safe & Secure • Read about each segment’s motivations and barriers to playing sport; their advertising and is influenced by this and programme sponsorship. He is a very light radio listener. Reliable Modest INTERNET Careful Trustworthy Frank does not have access to the internet at home, in Non-technical Unpretentious satisfaction with various aspects of the sporting experience, what other fact he is very nervous of computers. He would not seek Risk-free Service out services in the library, and hence would not be reached by internet advertising. POSTERS / DIRECT MAIL / NEWSPAPERS Frank are responsive to brands such as… cultural activities they are likely to take part in, and factors that would Frank enjoys reading a newspaper most days, with a preference for the Daily Mail or Express. He has an adamant decision making style and so has set ideas about products and services. He likes branding which is encourage them to play more sport. plain and straight forward and prefers to access services face to face. TELEPHONE

The index tables help you to: • Get more detailed data on each of the 19 sporting segments, so you can compare each segment with the national average and others of a similar age. • Explore the fuller range of sports, and groups of sports, (such as indoor, outdoor, winter sports), more detailed satisfaction information and other detail on lifestyle and habits. • Use the index results for each segment to explore differences in more detail. In contrast to the percentages used in the pen portraits, the indices capture the likelihood of a segment to play a sport compared to the overall adult population, and to other segments in the same age group. This allows you to explore the characteristics in more depth.

The market segmentation web tool helps you to: • Bring the analysis to life, using maps charts and tables • See the concentration and distribution of a sporting segment across a local authority area. • Find out which segments play a sport and where they are located. • Find out which segment(s) live within the catchment area of a local sports facility or club. • View mapped data at the national through to local neighbourhood level; andCreating download sporting charts, tables, opportunities and raw data.in every community • View other indicators on a map, e.g. sports behaviour, age, reasons for doingCreating sport. sporting opportunities in every community

The Sports Market Segmentation web tool www.sportengland.org/segments A quick guide for Local Authorities

1. Which is the dominant segment living in my local authority area?

1. Select the segments tab in the blue 2. Next, at the bottom of the screen, select 3. Select ‘chart’ or ‘table’ options to view the panel at the top of the screen, then click your local authority area from the drop down estimated population of each sporting segment on ‘dominant segment’ list and click on the green ‘Search’ button to within your local authority area. Hover over the display a map showing the search results map to see the actual values for each small area

2. Does a particular segment live near to my local sports facility?

Enter sports facility name here Enter catchment area size here

1.Select the segments tab in the blue 2. At the bottom of the screen, select the 3. The map shows the percentage of the panel at the top of the screen, then click option ‘Sports Facility’. Start typing the name selected segment in each neighbourhood area on the segment(s) you are interested in. of the facility you are interested in into the box, within the catchment area of the sports facility. until the correct place is found. Enter the Hover over an area to see the full details catchment area size you wish to view and click displayed in the bottom right-hand corner of on the green ‘Search’ button. the screen. 3. What is the latent demand for a particular sport in my local area?

Choose sport from the drop-down list

Select ‘would like to play’

Select area

1. Select the ‘sports’ tab at the top of the 2. A red border is shown around the selected 3. Select ‘view bar chart’ at the bottom of the screen. Choose an individual, group, or type of area. The percentage of the local population screen to see the estimated number of people sport from the drop-down list; click the option who would like to playCreating that sport (in sporting this opportunitieswithin each segment, in every living community within the area ‘would like to play’. Select the local authority example, football) is shaded over the map. selected in step 1, who would like to play your area you are interested in and click on the Hover over a small area (pale grey box) to see chosen sport. green ‘Search’ button. the latent demandCreating in that sportingparticular opportunities location. in every community Introduction

Sport England Market Segmentation: Index tables This document provides index tables for the Sport England market segmentation work, which has divided the adult English population into 19 segments based on demographic information and attitudes to sport The tables are based on information that was refreshed during 2010 using prevailing survey data For more detail on dates and sources, see the 'grouped' columns (click on the + button at the top of the page), use this option to expand and show the Supergroups (A, B, C, D) showing average indicators for these age bands Worksheets are frozen so you can still see the headings when you tab along, to remove this go to 'window' and 'unfreeze panes'. The information below provides a summary of the content of the following six sheets, shaded to correspond with the tab colours. Click the links on this introduction page to access the sheets or sections within the sheets that you are interested in We recommend that you do not alter the formatting or content of this workbook, but copy and paste the information you need for your own analysis into another xls file

Worksheet Explanation Main information Example Useful for Absolute percentage tables, showing the percentage of each percentage of each segment to display certain characteristics Demographics (gender, age, origin) 100% of Jamies are male Shows the % of each segment that currently Summary Key sporting indicators (activity) 43% of Helenas are aged between 26 and 35 Shows the percentage of each segment to show displays a certain characteristic. You can percentage Motivations, barriers and satisfaction 11% of Elaines play sport to lose weight a certain characteristic also use the absolute population to estimate Sports played (once a month) 16% of Philips cycle more than once a month table what this means in absolute terms Latent demand (sports people would like to do more of) 2% of Jamies would like to play more rugby union

Demographic info (MOSAIC classification of social type) and further origin info 47% of Tims live in a household without children Provides more detail on secondary Detailed This table also shows absolute percentages but More detailed sporting indicators (walking and cycling) 64% of Ralph & Phyllis have done any walking in the past month indicators for you to explore in further detail has more detail in some areas (i.e. sports (for instance other cultural activities, further percentage Other cultural activities 58% of Tims have taken part in gardening in the past year characteristics, satisfaction and some sports and Brenda has high satisfaction with the way sport allows her to get away from her exploration of sports disciplines, and more More detailed satisfaction information table disciplines) normal routine (8.7 score) detailed satisfaction scores (for selected Selection of sports disciplines 7% of Elaines take part in fitness classes domains)

Index tables, showing the relative propensity of each segment to display characteristic - compared with the national average

Shows the likelihood of each segment to display Demographics (gender, age, origin) Jamies have a strong propensity to be male (index 206) a certain characteristic relative to the total Useful for exploring differences between Summary population (total is 100). segments particularly for indicators where % index (total The advantage of using an index is that you can Key sporting indicators (activity) Bens have a strong propensity to play sport 3 times a week (index 266) values are either very small or similar to highlight variations between indicators where the Motivations, barriers and satisfaction Elaines have a strong tendency to play sport to lose weight (index 165) pop) each other values are small (for instance individual sports), Sports played (once a month) Philips have a strong propensity to cycle (189) but can exaggerate differences Latent demand (sports people would like to do more of) Jamies have a strong propensity to want to play more rugby union (index 424)

This table also shows absolute percentages but Tim has a below average tendency to live in a house without children (index Demographic info (MOSAIC classification of social type) and further origin info Provides more detail on secondary has more detail in some areas (i.e. sports 82) indicators for you to explore in further detail characteristics, satisfaction and some sports and Ralph and Phyllis have a below average likelihood to have done any walking in More detailed sporting indicators (walking and cycling) (for instance other cultural activities, further disciplines). 100 us average for the national adult the past month Detailed index exploration of sports disciplines, and more population Other cultural activities Tim has a slightly above average tendency to do gardening (102) detailed satisfaction scores (for selected (total pop) It also has truetouch information showing each Selection of sports disciplines 7% of Elaines take part in fitness classes domains) segment's responsiveness to various channels Truetouch information Elsie and Arnold are most responsive to post Finally detailed mosaic information is included Kev has above average likelihood to say he hasn’t enough time to cook good Detailed mosaic information (such as health measures etc) food

Index tables, showing the relative propensity of each segment to display characteristic - compared with others in the same age band Shows the likelihood of each segment to display Segment 10 has an above average likelihood to be of Bangladeshi origin Demographics (gender, age, origin) a certain characteristic relative to the average of (compared with others in age group) that age group (so average of A is 100) Ralph and Phyllis are more likely to have done some sport in the past month Key sporting indicators (activity) Useful for exploring differences between This enables you to see relative activity or than others in that age group Summary characteristics relative to age groups to help propensity, i.e. segments in the older age groups index (intra Motivations, barriers and satisfaction Fitness is less of an issue for Paula than others in her age group (index 67) try to market to new groups, or groups which may have low propensity and low index values may not be the first choice for some group) (compared with the overall population) but may Alison and Elaine are most likely to play netball in their age group (198 and Sports played (once a month) activities be more active than others of a similar age. The 244) supergroups show the propensity of the overall Jackie shows high latent demand for rounders compared with her age group Latent demand (sports people would like to do more of) age group compared with the national average (240)

Brenda is more likely than others her age to live in a household with children Demographic info (MOSAIC classification of social type) and further origin info (154) This table also shows absolute percentages More detailed sporting indicators (walking and cycling) Kev is more likely than others his age to be in a social sports club (144) Provides more detail on secondary compared with the relevant age group but has indicators for you to explore in further detail more detail in some areas Other cultural activities Ralph and Phyllis are most likely to use the internet within their age group (165) Detailed index (for instance other cultural activities, further It also has truetouch information showing each Tim is more likely to do running and track and field athletics than others in his exploration of sports disciplines, and more (intra group) segment's responsiveness to various channels Selection of sports disciplines age group detailed satisfaction scores (for selected Finally detailed mosaic information is included Truetouch information Ben and Jamie are more responsive to texts than others in their age domains) (such as health measures etc) Roger and Joy are more likely to read the Daily Mail than others in their age Detailed mosaic information group

List of sports and disciplines included in the tables Lists the disciplines included in sailing This section provides detail on the sports, Groups of sports Lists the sports and disciplines included in keep fit & gym Appendix disciplines and groups of sports used in the Types of sports Lists the sports included in 'outdoor sport' index and percentage tables Truetouch definitions Explains the true touch definitions used in the pen portraits and detailed index tables

Copyright ©Copyright Sport England 2010. Sport England assumes no responsibility for the completeness, accuracy and currency of the information contained in this report. This information is taken from the Market Segmentation website and its terms and conditions apply. Contact [email protected] with any queries Summary percentage

Description 12345678910111213141516171819 All About the segments Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phyllis Frank Elsie/Arnold Total Gender Male 100.0 100.0 0.2 0.0 0.0 100.0 0.0 0.0 100.0 0.0 100.0 0.1 56.2 0.9 100.0 5.6 54.4 100.0 9.5 48.4 Female 0.0 0.0 99.8 100.0 100.0 0.0 100.0 100.0 0.0 100.0 0.0 99.9 43.8 99.1 0.0 94.4 45.6 0.0 90.5 51.6 Age Age 18-25 77.3 61.5 66.2 89.1 0.0 0.0 1.7 0.0 3.0 26.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 15.3 Age 26-35 21.5 37.4 26.7 10.9 42.6 43.0 45.4 27.9 32.3 40.5 5.8 5.3 0.0 7.0 0.4 0.1 0.0 0.0 0.0 18.5 Age 36-45 1.1 1.1 7.1 0.0 38.5 46.4 49.5 53.8 41.2 30.8 34.3 13.4 1.8 17.1 6.2 4.6 0.0 0.0 0.0 19.8 Age 46-55 0.0 0.0 0.0 0.0 18.4 10.3 3.4 18.3 23.4 2.5 46.6 52.6 9.8 41.2 40.6 39.4 0.0 0.0 0.0 16.5 Age 56-65 0.0 0.0 0.0 0.0 0.5 0.3 0.0 0.0 0.1 0.0 13.3 28.7 88.0 34.6 52.3 48.3 2.1 1.0 0.0 13.7 Age 66+ 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.3 0.0 0.5 7.5 97.9 99.0 100.0 16.3 With children 26.7 47.0 22.7 41.0 0.1 46.5 100.0 99.0 68.0 96.3 44.0 1.5 3.6 33.6 25.4 13.7 2.2 3.2 3.2 35.1 Origin groups - English, Welsh, Scottish, NI, British 73.7 60.4 74.3 64.7 76.1 77.1 78.5 78.9 66.6 69.7 82.1 83.0 86.9 76.0 78.7 78.6 89.1 89.0 88.2 77.9 Irish (RoI) 5.4 5.1 5.3 5.4 5.6 5.5 5.6 6.0 5.7 5.8 5.6 5.5 5.0 6.2 6.5 6.9 3.7 4.9 5.4 5.5 Other White 11.7 15.3 12.1 13.7 10.6 9.8 9.5 7.8 10.7 10.2 6.7 7.1 5.4 7.5 6.4 7.6 5.4 4.0 4.6 8.6 Indian 2.9 4.0 2.7 3.4 2.5 2.5 2.1 2.1 2.9 1.8 1.9 1.5 1.0 2.5 2.2 1.3 0.7 0.9 0.5 2.1 Pakistani 2.3 6.6 1.8 5.1 1.6 1.8 1.4 1.9 6.2 4.7 1.3 0.8 0.5 3.0 2.6 1.7 0.3 0.5 0.4 2.2 Bangladeshi 0.5 1.4 0.4 1.6 0.4 0.4 0.3 0.5 1.6 2.1 0.3 0.2 0.1 1.0 0.6 0.7 0.1 0.1 0.1 0.6 Chinese 0.8 1.3 0.8 1.4 0.7 0.5 0.5 0.4 0.5 0.5 0.3 0.3 0.2 0.3 0.3 0.3 0.1 0.1 0.1 0.5 Other Asian 1.0 1.7 1.0 1.4 0.9 0.9 0.8 0.7 1.3 1.1 0.6 0.5 0.3 0.7 0.6 0.6 0.2 0.2 0.2 0.8 Black Carribean 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.2 0.1 0.1 0.0 0.1 0.1 0.2 0.0 0.1 0.1 0.1 Black African 0.8 2.3 0.7 2.0 0.8 0.7 0.7 1.1 2.7 2.9 0.5 0.5 0.2 1.8 1.2 1.5 0.1 0.2 0.3 1.0 Arab 1.0 1.7 0.8 1.1 0.6 0.8 0.5 0.5 1.5 1.1 0.5 0.4 0.3 0.7 0.7 0.6 0.2 0.1 0.1 0.7 Other 0.0 0.0 0.0 0.1 0.0 0.0 0.0 0.0 0.0 0.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Totals - % of population 4.94 5.37 4.71 4.25 4.55 8.83 4.39 4.88 5.93 3.74 8.65 6.07 6.77 4.91 3.69 2.12 4.22 4.01 7.97 100 Absolute numbers 1,989,287 2,162,891 1,896,625 1,711,607 1,829,866 3,554,150 1,766,560 1,965,002 2,386,568 1,507,276 3,480,166 2,444,113 2,723,835 1,976,776 1,484,513 854,962 1,700,496 1,612,960 3,206,387 40,254,040 Sporting behaviour and KPIs Sport only (30 minute, moderate intensity sessions Has done any sport in the past month 75.3 65.3 62.6 51.0 57.1 65.1 59.8 49.4 47.0 41.6 52.6 45.0 39.0 32.2 30.2 26.4 32.8 28.2 21.6 44.1 Plays sport at least once a week 68.7 58.6 55.8 42.3 53.2 62.1 54.8 46.9 42.5 36.4 51.2 43.4 37.8 29.4 25.9 22.8 27.9 21.4 16.6 40.4 Plays sport at least 2 times a week 49.7 41.6 33.9 24.8 28.7 37.7 29.6 23.8 24.9 18.4 28.8 20.0 17.2 13.7 13.5 9.6 15.4 14.0 8.3 22.1 Plays sport at least 3 times a week (the 1 million indicator) 38.9 30.5 22.6 16.8 19.1 26.6 20.0 15.8 17.4 12.8 19.5 12.4 10.4 8.4 8.9 5.6 9.2 9.1 4.5 14.7 Sport and physical recreation measures At least 3 sessions of sport/exercise per week (KPI 1) 41.2 31.9 29.9 20.5 28.9 33.1 28.6 24.0 21.6 17.4 26.4 21.9 18.2 13.9 12.9 10.6 12.5 10.9 6.4 20.5 Plays sport or physical activity at least 3 times per week (NI8) 42.9 34.0 31.6 22.3 30.1 34.1 29.5 25.0 22.3 19.0 27.2 23.0 18.9 14.6 13.6 11.3 13.2 11.3 6.9 21.4 Plays sport or physical activity at least 3 times per week (2 million indicato 55.9 46.0 44.0 34.2 42.0 46.5 40.6 35.4 33.4 29.5 39.4 36.3 32.6 25.5 23.8 23.4 30.4 25.4 19.6 34.0 Plays sport or physical activity at least 5 times a week 38.0 30.8 27.4 22.1 26.2 29.0 24.4 22.0 21.0 18.6 24.5 22.8 19.5 16.1 14.9 14.2 18.6 15.1 11.6 21.1 Organised sport Volunteering - any in the past 4 weeks 9.1 8.2 7.1 5.2 7.3 11.1 7.8 7.8 7.4 5.5 10.9 5.8 6.5 3.7 5.1 2.6 5.8 5.6 2.2 6.6 Volunteering - 1 hour per week (KPI 2) 6.5 5.8 4.7 3.2 4.5 8.1 4.6 4.8 5.6 3.5 8.2 3.8 4.8 2.3 3.8 1.5 4.0 4.3 1.4 4.5 Club - Member to play sport (KPI 3) 37.7 28.5 26.0 18.8 26.2 33.5 25.4 19.8 22.1 13.4 30.0 23.1 23.7 13.9 16.8 11.7 25.8 22.5 14.6 23.1 Received sport tuition or coaching in the past year (KPI4) 28.3 19.7 28.9 19.0 25.8 22.6 25.2 19.6 13.1 15.8 16.9 21.6 14.6 12.6 7.5 10.5 11.6 5.8 8.2 16.6 Taken part in competition in the past year (KPI5) 32.8 23.7 15.2 9.1 11.4 26.6 11.9 8.7 16.2 5.7 21.0 8.5 11.9 4.9 9.5 3.5 11.3 11.9 3.9 12.5 Taken part in any organised sport (club, tuition, competition) 55.1 43.5 45.2 32.3 42.3 49.8 42.6 33.7 33.6 25.4 41.8 36.3 33.8 23.0 23.5 19.4 32.7 27.1 20.2 34.5 Motivations, barriers and satisfaction with sporting experience Change in participation in past 12 months Have participated MORE 39.5 36.3 35.0 37.4 30.8 26.5 33.4 28.2 22.2 29.6 20.3 19.5 16.2 20.2 14.3 16.3 7.9 7.7 8.9 20.9 Have participated LESS 26.8 29.3 29.7 35.4 23.8 23.4 25.0 26.5 26.9 28.3 20.7 23.6 19.3 29.1 28.0 29.0 26.3 25.1 32.0 25.6 Have paratipated SAME 33.7 34.4 35.3 27.1 45.4 50.1 41.6 45.3 50.8 42.1 59.0 56.9 64.5 50.8 57.7 54.6 65.8 67.2 59.1 53.5 BARRIERS - Reasons for doing less (for those doing less Health/injury/disability 7.6 12.6 7.9 6.3 16.0 16.2 11.1 20.6 22.2 17.9 29.6 35.9 49.7 45.4 58.8 68.0 76.2 82.1 82.6 41.1 Work commitments 35.2 27.0 26.6 35.4 27.3 36.5 23.7 21.3 32.1 20.8 31.0 20.5 12.2 16.3 13.2 7.8 4.4 1.8 1.3 18.7 Lack of time 18.2 21.8 15.8 17.1 14.2 16.0 16.8 15.0 14.6 11.9 14.2 14.0 14.5 12.1 5.8 5.3 5.7 4.1 4.1 11.9 Family 5.9 5.7 19.9 16.6 15.8 8.6 26.4 17.8 4.8 25.0 3.8 5.1 1.7 4.0 0.3 1.5 1.1 1.0 1.6 7.2 Other (left school, no opportunity, economy/work) 33.1 32.8 29.7 24.6 26.7 22.7 21.9 25.3 26.3 24.4 21.5 24.5 22.0 22.3 21.9 17.5 12.5 11.0 10.3 21.2 MOTIVATIONS - Reasons for doing sporting activity - totals To keep fit 41.8 37.1 45.4 34.3 50.8 42.0 45.7 39.0 29.6 25.8 33.7 40.5 32.1 27.9 17.8 18.1 22.5 15.5 12.0 30.2 To lose weight 5.3 6.9 12.0 12.9 15.6 7.4 13.8 12.4 5.3 11.2 6.2 11.1 5.6 8.2 1.8 3.7 1.9 1.0 1.3 6.8 To take children 1.8 3.0 2.6 7.0 3.1 12.3 29.0 25.1 9.0 21.4 12.8 3.1 4.5 7.4 4.8 4.3 2.2 2.2 1.5 8.5 To meet with friends 27.6 22.2 15.4 15.5 10.4 17.2 10.0 8.7 13.7 6.7 16.7 9.0 11.9 6.7 11.2 6.1 12.8 10.6 6.7 12.1 To train/take part in competition 6.3 4.4 2.8 2.6 2.1 4.7 1.5 0.9 3.4 0.5 4.3 1.3 2.3 0.3 2.3 0.5 2.5 2.4 0.7 2.3 To improve performance 13.8 8.5 4.5 3.4 5.3 8.8 3.2 2.2 4.7 2.0 6.0 3.3 4.0 1.9 2.3 1.4 3.5 1.9 0.8 4.0 Just enjoy it 58.0 54.5 47.3 43.6 42.4 52.0 41.7 35.9 42.8 26.5 48.5 37.9 39.2 27.0 32.0 17.6 30.1 24.9 14.6 28.6 To help with injury/disability 0.4 1.5 1.0 1.1 1.4 1.0 1.5 1.2 1.7 1.2 1.0 3.1 3.8 2.3 2.8 4.1 3.2 1.9 2.2 2.0 What would encourage you to do more sport (for those that want to) Longer opening hours 7.02 7.84 9.60 12.08 10.69 5.49 5.36 6.75 6.67 7.52 4.47 6.18 3.65 8.63 3.25 6.05 2.65 2.61 4.35 6.4 Better facilities (eg café) 7.45 8.48 7.20 7.72 6.70 4.27 8.28 6.55 6.21 6.27 4.11 5.51 6.05 5.04 4.07 7.66 5.59 4.35 3.53 6.2 Better playing facilities 9.36 12.96 4.27 8.32 6.34 5.57 3.96 4.66 8.79 7.52 4.83 3.17 3.65 3.36 4.61 3.23 4.41 3.91 1.63 6.1 People to go with 17.87 22.88 19.73 20.99 13.95 9.76 7.46 11.01 11.97 12.40 9.48 14.52 10.86 13.43 16.53 15.32 15.29 12.61 19.57 13.8 Improved transport, etc 7.45 6.08 4.27 6.14 3.62 4.36 5.13 4.27 4.39 7.38 4.47 4.84 6.68 4.08 4.88 5.65 6.18 7.39 8.97 5.5 Help with childcare 0.43 1.12 2.67 8.32 0.72 4.18 20.51 15.38 3.33 20.47 2.33 0.17 0.42 3.36 2.17 1.21 0.00 0.00 0.00 5.6 Less busy 43.83 39.52 49.07 41.58 55.07 59.32 54.08 49.50 48.33 36.07 59.12 55.59 43.63 50.60 38.48 27.82 28.53 20.87 24.46 46.4 Cheaper admission 20.64 20.16 24.27 27.72 18.48 11.32 15.38 22.02 20.61 32.73 11.72 14.69 14.30 22.78 15.72 18.95 11.47 13.48 11.41 18.2 More free time 4.89 3.52 4.80 2.77 6.16 11.15 6.99 5.26 7.42 3.62 9.75 7.51 7.20 8.87 6.23 3.63 2.35 3.04 2.72 6.3 Satisfaction (red is lower, amber medium, green higher) 1 Performance 7.3 7.3 7.2 7.1 7.4 7.4 7.3 7.4 7.4 7.6 7.5 7.5 7.7 7.7 7.7 8.1 8.0 8.0 8.4 7.5 2 Exertion & Fitness 8.2 8.1 7.9 7.8 8.1 8.0 8.0 8.2 7.9 8.4 8.0 8.1 8.1 8.3 8.0 8.8 8.3 8.1 8.6 8.1 3 Release & Diversion 8.5 8.3 8.3 8.2 8.5 8.5 8.4 8.5 8.6 8.8 8.5 8.6 8.7 8.6 8.6 8.9 8.7 8.7 9.1 8.6 4 Social Aspects 8.3 8.1 8.1 8.1 8.1 8.1 8.1 8.0 8.2 8.1 8.2 8.3 8.4 8.3 8.2 8.8 8.7 8.5 8.9 8.3 5 People & Staff 7.9 7.7 7.8 7.7 8.0 7.8 7.9 8.0 7.8 7.9 8.0 8.1 8.2 8.2 8.0 8.7 8.3 8.2 8.6 8.0 6 Ease of Participation 7.5 7.3 7.5 7.4 7.6 7.5 7.5 7.8 7.7 7.6 7.7 7.9 8.1 7.9 7.9 8.4 8.5 8.4 8.8 7.8 7 Facilities 6.9 7.2 7.2 7.2 7.3 7.0 7.4 7.5 7.1 7.5 7.1 7.4 7.4 7.8 7.3 7.9 7.4 7.4 8.0 7.3 8 Coaching 7.2 7.2 7.4 7.2 7.2 7.0 7.3 7.7 7.0 7.5 7.0 7.5 7.2 7.8 7.2 8.4 7.3 7.2 8.2 7.2 9 Officials 7.4 7.2 7.4 7.2 7.6 7.4 7.5 7.5 7.6 7.8 7.6 7.8 7.9 7.9 7.8 8.7 8.2 8.1 8.5 7.7 10 Value for Money 7.2 7.3 7.3 7.1 7.4 7.3 7.4 7.7 7.4 7.6 7.5 7.8 7.9 7.9 7.7 8.5 8.2 8.1 8.7 7.6 Sports that are currently played (once a month or more) Individual sports Angling 1.4 2.3 0.3 0.3 0.3 2.5 0.3 0.3 3.9 0.4 3.4 0.2 2.3 0.2 4.2 0.7 1.5 2.3 0.4 1.4 Archery 0.9 0.8 0.1 0.1 0.0 1.0 0.0 0.1 1.7 0.0 1.3 0.0 1.0 0.1 2.5 0.1 0.7 1.6 0.2 0.6 Athletics 15.1 12.3 13.6 8.9 9.3 13.3 10.9 6.2 5.5 4.4 7.3 3.2 2.2 2.2 2.3 0.6 0.8 0.6 0.2 5.3 Badminton 4.5 3.6 2.8 3.0 2.4 4.0 2.3 2.1 2.1 1.8 3.2 2.0 1.7 1.1 1.1 0.5 1.0 0.8 0.5 2.0 Baseball/softball 0.7 0.7 0.2 0.3 0.2 0.3 0.1 0.2 0.1 0.1 0.2 0.1 0.0 0.0 0.1 0.0 0.0 0.0 0.0 0.1

Description 12345678910111213141516171819 All About the segments Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phyllis Frank Elsie/Arnold Total Basketball 3.4 2.7 0.4 1.3 0.2 0.8 0.2 0.2 0.9 0.4 0.5 0.1 0.1 0.2 0.2 0.0 0.1 0.2 0.0 0.4 Bowls 0.1 0.1 0.0 0.0 0.2 0.2 0.1 0.1 0.3 0.0 0.6 0.7 1.8 0.5 1.0 1.1 3.8 5.5 3.0 1.3 Boxing 1.5 1.3 0.3 0.3 0.1 0.6 0.2 0.1 0.7 0.3 0.3 0.1 0.0 0.1 0.1 0.0 0.0 0.1 0.0 0.2 Canoeing and Kayaking 0.8 0.8 0.5 0.2 0.4 0.9 0.4 0.2 0.5 0.2 0.7 0.2 0.2 0.1 0.1 0.0 0.1 0.1 0.0 0.3 Cricket 3.8 2.8 0.4 0.5 0.3 2.4 0.3 0.4 1.2 0.2 1.6 0.1 0.4 0.1 0.6 0.1 0.2 0.2 0.0 0.7 Cycling 17.6 11.7 11.2 6.0 10.8 21.2 12.0 8.8 11.1 5.3 16.1 6.6 7.6 3.6 5.9 2.0 3.6 3.7 0.9 8.5 Dance Exercise 0.1 0.0 0.8 0.7 0.6 0.0 0.5 0.4 0.0 0.5 0.0 0.4 0.2 0.3 0.0 0.2 0.2 0.0 0.2 0.3 Equestrian 0.4 0.3 5.0 1.9 3.4 0.4 2.8 1.7 0.2 1.2 0.5 1.9 0.7 0.9 0.2 0.5 0.5 0.0 0.1 1.1 Football 33.3 28.0 2.2 3.6 1.1 14.9 1.2 1.4 12.1 2.7 9.2 0.4 1.1 0.6 3.0 0.5 0.7 1.2 0.2 4.5 Golf 4.9 2.7 0.6 0.3 1.1 7.0 0.7 0.6 4.2 0.1 8.3 1.9 5.9 0.6 4.2 0.7 6.6 6.5 0.9 3.5 Gymnastics and Trampolining 0.4 0.1 0.6 0.4 0.4 0.1 0.4 0.3 0.1 0.3 0.1 0.2 0.1 0.2 0.0 0.1 0.1 0.0 0.0 0.2 Hockey 1.2 0.4 1.1 0.4 0.4 0.5 0.4 0.3 0.2 0.1 0.4 0.2 0.1 0.1 0.0 0.0 0.1 0.0 0.0 0.3 Mountaineering 1.7 1.0 0.6 0.7 0.4 1.2 0.3 0.3 0.7 0.3 0.6 0.1 0.2 0.0 0.1 0.0 0.1 0.1 0.0 0.4 Netball 0.1 0.0 1.9 2.1 1.2 0.1 1.5 1.0 0.0 0.8 0.0 0.3 0.1 0.2 0.0 0.0 0.1 0.0 0.1 0.4 Rounders 0.4 0.3 0.9 1.1 0.5 0.2 1.2 1.1 0.2 1.3 0.2 0.3 0.1 0.2 0.1 0.3 0.0 0.0 0.0 0.3 Rowing 0.7 0.5 0.3 0.2 0.2 0.5 0.2 0.1 0.2 0.1 0.4 0.2 0.1 0.1 0.1 0.1 0.1 0.1 0.0 0.2 Rugby League 3.1 2.3 0.3 0.5 0.1 0.7 0.1 0.1 0.5 0.2 0.4 0.0 0.0 0.0 0.1 0.0 0.0 0.1 0.0 0.3 Rugby Union 2.5 1.0 0.2 0.0 0.0 0.8 0.1 0.1 0.3 0.0 0.4 0.0 0.1 0.0 0.1 0.0 0.1 0.0 0.0 0.2 Sailing 0.5 0.4 0.7 0.1 0.5 1.0 0.3 0.2 0.3 0.1 0.9 0.3 0.7 0.1 0.3 0.1 0.5 0.4 0.0 0.4 Shooting 0.5 0.2 0.1 0.0 0.1 0.8 0.1 0.0 0.6 0.0 0.8 0.1 0.5 0.0 0.5 0.0 0.3 0.4 0.0 0.3 Snowsport 0.9 0.5 0.8 0.2 0.7 1.1 0.6 0.2 0.3 0.2 0.6 0.4 0.2 0.0 0.1 0.0 0.1 0.1 0.0 0.4 Squash and racketball 3.9 2.6 0.9 0.7 0.5 3.4 0.5 0.5 1.5 0.5 2.3 0.3 0.7 0.2 0.5 0.1 0.3 0.2 0.0 0.9 Swimming 12.6 10.2 24.1 18.0 22.1 15.4 25.3 20.5 9.9 17.1 12.2 18.2 12.7 13.2 6.4 10.3 8.8 5.5 6.9 13.8 Table Tennis 0.7 0.7 0.3 0.1 0.4 0.7 0.2 0.2 0.6 0.2 0.7 0.4 0.5 0.2 0.4 0.2 0.7 0.6 0.4 0.5 Tennis 6.3 3.5 3.6 1.8 3.1 3.7 2.7 1.6 1.1 1.4 2.8 2.0 1.4 0.7 0.8 0.6 1.9 0.6 0.4 2.0 Volleyball 1.0 1.3 0.6 1.5 0.4 0.8 0.3 0.2 0.5 0.4 0.5 0.1 0.1 0.1 0.1 0.0 0.1 0.0 0.0 0.3 Weightlifting 1.1 1.4 0.1 0.1 0.2 0.5 0.1 0.1 0.8 0.1 0.5 0.1 0.2 0.1 0.4 0.1 0.1 0.1 0.0 0.2 Groups of sports Keep fit and gym (group) 24.4 21.9 28.1 22.8 26.4 20.1 27.3 22.0 14.1 18.4 15.0 21.4 13.5 14.5 7.9 11.8 10.4 5.6 9.8 16.7 Motor sports (group) 0.5 0.6 0.1 0.0 0.1 0.7 0.0 0.0 0.6 0.1 0.4 0.0 0.2 0.1 0.3 0.0 0.1 0.1 0.0 0.2 Martial arts/combat sports (including judo, taekwondo and fencing) (group) 2.1 1.9 0.5 0.5 0.8 1.4 0.8 0.8 1.7 0.7 1.4 0.9 0.8 0.7 0.9 0.7 0.8 0.3 0.8 0.9 Otherwater sports (including swimming, sailing, angling) (group) 1.2 0.5 0.5 0.3 0.4 1.2 0.5 0.3 0.5 0.2 0.6 0.2 0.2 0.1 0.3 0.0 0.1 0.1 0.0 0.4 Rollersports (group) 1.4 1.0 0.3 0.5 0.2 0.3 0.2 0.2 0.2 0.3 0.1 0.1 0.0 0.1 0.0 0.0 0.0 0.0 0.0 0.2 Winter sports (including skiing and snowboarding) (group) 0.4 0.4 0.5 0.5 0.3 0.3 0.4 0.3 0.2 0.5 0.2 0.1 0.1 0.2 0.1 0.0 0.0 0.1 0.1 0.2 Types of sports (includes individual and groups above Indoor sport 43.6 37.5 46.9 38.9 43.6 37.7 46.9 38.7 26.1 32.8 29.1 35.2 24.4 25.2 15.1 20.4 19.0 11.7 16.1 29.4 Outdoor sport 47.1 34.8 34.3 21.9 28.6 44.7 29.3 20.7 25.5 15.2 36.1 18.0 20.6 9.7 17.4 5.8 15.3 14.3 3.7 22.2 Individual sport 57.9 46.7 59.0 44.8 53.9 57.2 56.5 46.0 38.0 37.3 47.0 42.1 36.1 29.0 25.7 22.5 27.3 21.1 17.0 38.9 1 vs 1 sport 13.5 9.6 5.4 3.2 4.9 9.2 4.4 3.1 5.6 3.0 7.7 4.2 4.9 2.3 3.5 2.7 7.1 7.1 4.5 5.5 Team sport 41.2 33.4 6.4 7.3 3.5 19.4 3.9 3.3 14.2 4.3 11.9 1.3 1.8 1.3 4.0 0.7 1.3 1.5 0.4 6.3 Sports/Leisure hall environment (incl pool) 33.0 29.0 31.7 26.5 29.2 25.8 30.3 24.5 18.7 20.9 19.7 23.1 15.4 16.0 10.0 12.7 12.2 7.2 11.1 19.6 Outdoor pitch 14.4 8.6 7.1 4.7 5.1 7.0 4.8 3.4 3.2 3.2 4.7 2.7 1.8 1.3 1.4 0.8 2.3 1.0 0.5 3.5 Water 15.8 12.5 25.1 18.6 22.9 19.0 26.2 21.0 12.5 17.3 15.4 18.9 14.6 13.5 9.3 10.6 10.0 7.5 7.1 15.3 Specialised 11.2 7.9 8.2 4.5 6.3 11.6 5.3 3.7 7.1 3.0 11.5 4.7 7.8 2.0 5.9 1.4 7.8 7.5 1.2 6.3 Non Specific 30.7 23.1 22.4 14.6 18.6 31.4 20.8 13.9 16.2 9.9 21.9 9.4 9.5 5.6 8.1 2.5 4.4 4.4 1.1 13.0 Latent demand Percentage of segment that would like to do more sport 62.4 64.1 69.9 71.9 67.8 66.2 71.6 67.2 61.7 68.5 58.0 54.7 44.4 51.4 43.6 41.3 27.4 24.5 25.0 51.6 Percentage of segment that would like to do more of the following Angling 0.1 0.5 0.0 0.0 0.0 0.6 0.0 0.0 1.6 0.1 0.9 0.0 0.8 0.1 2.5 0.1 0.9 1.3 0.1 0.4 Archery 0.1 0.3 0.1 0.2 0.2 0.4 0.2 0.1 0.6 0.4 0.2 0.2 0.4 0.3 0.4 0.4 0.2 0.5 0.2 0.3 Athletics 6.1 5.7 8.1 8.6 6.0 6.4 6.8 5.8 5.2 4.5 4.8 2.7 2.9 3.3 5.4 0.9 1.7 3.2 1.5 4.7 Badminton 3.6 3.9 3.6 4.4 3.8 3.8 3.8 4.0 3.7 3.8 4.1 4.1 2.6 3.6 2.5 2.3 2.6 1.8 1.6 3.5 Baseball/softball 3.0 0.1 0.0 0.0 0.0 0.0 0.0 0.0 0.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.1 0.0 0.0 Basketball 2.8 3.8 0.7 1.7 0.4 0.5 0.3 0.4 0.7 0.5 0.4 0.1 0.0 0.2 0.2 0.0 0.1 0.3 0.0 0.5 Bowls 0.1 0.0 0.0 0.0 0.0 0.1 0.0 0.0 0.3 0.0 0.3 0.2 1.1 0.3 1.1 0.6 2.5 4.3 2.1 0.5 Boxing 0.7 1.9 0.2 0.4 0.1 0.2 0.1 0.1 0.5 0.4 0.1 0.0 0.1 0.0 0.2 0.0 0.0 0.2 0.2 0.2 Canoeing and Kayaking 1.1 0.5 0.4 0.2 0.4 1.2 0.3 0.1 1.1 0.2 0.9 0.3 0.5 0.1 0.2 0.1 0.3 0.2 0.0 0.5 Cricket 2.1 2.9 0.1 0.1 0.1 1.8 0.0 0.0 2.2 0.3 1.4 0.0 0.7 0.0 2.1 0.0 1.1 2.1 0.2 0.8 Cycling 8.5 8.7 8.8 8.3 9.1 17.3 8.7 7.9 13.5 6.8 17.3 7.9 10.6 5.9 10.3 3.9 6.3 7.4 3.5 9.9 Dance Exercise 0.1 0.0 0.9 0.8 0.7 0.0 0.8 0.5 0.0 0.9 0.0 0.6 0.3 0.5 0.0 0.4 0.2 0.0 0.3 0.4 Equestrian 0.2 0.2 2.7 1.8 2.1 0.1 2.1 1.1 0.1 1.0 0.2 1.4 0.8 1.1 0.2 0.5 0.6 0.2 0.5 1.0 Football 9.6 8.5 0.7 1.2 0.2 3.9 0.2 0.3 4.4 0.4 2.8 0.1 0.7 0.2 3.4 0.3 0.7 3.7 0.5 1.8 Golf 2.0 2.0 0.3 0.0 0.6 5.7 0.6 0.4 4.0 0.0 6.8 1.2 5.2 0.5 5.9 0.8 7.3 6.5 1.4 2.9 Gymnastics and Trampolining 0.2 0.1 0.9 0.7 0.3 0.1 0.2 0.5 0.1 0.8 0.1 0.2 0.0 0.3 0.1 0.0 0.2 0.1 0.2 0.2 Hockey 0.4 0.5 0.7 0.6 0.5 0.3 0.5 0.5 0.2 0.4 0.2 0.3 0.2 0.1 0.2 0.0 0.5 0.2 0.3 0.3 Mountaineering 1.7 1.6 0.6 0.8 0.4 1.8 0.5 0.3 0.7 0.1 1.0 0.2 0.4 0.2 0.2 0.0 0.1 0.5 0.0 0.6 Netball 0.0 0.0 2.6 2.9 1.3 0.0 1.5 1.4 0.0 1.7 0.0 0.5 0.1 0.6 0.0 0.3 0.1 0.0 0.4 0.7 Rounders 0.0 0.0 0.2 0.4 0.0 0.0 0.0 0.1 0.1 0.1 0.0 0.0 0.0 0.1 0.0 0.0 0.0 0.0 0.0 0.0 Rowing 0.9 0.4 0.2 0.1 0.1 0.4 0.1 0.0 0.3 0.0 0.4 0.0 0.2 0.1 0.1 0.0 0.3 0.3 0.1 0.2 Rugby League 1.3 1.3 0.1 0.1 0.0 0.4 0.1 0.0 0.3 0.1 0.2 0.0 0.0 0.0 0.3 0.0 0.2 0.4 0.0 0.2 Rugby Union 3.3 2.0 0.3 0.1 0.0 1.1 0.0 0.0 0.9 0.0 0.8 0.1 0.4 0.0 0.7 0.0 0.3 0.6 0.1 0.5 Sailing 0.2 0.0 0.0 0.0 0.1 0.4 0.1 0.1 0.2 0.0 0.5 0.1 0.3 0.0 0.1 0.1 0.7 0.4 0.0 0.2 Shooting 0.1 0.1 0.0 0.0 0.0 0.4 0.0 0.0 0.1 0.0 0.3 0.1 0.3 0.1 0.4 0.0 0.3 0.4 0.1 0.2 Snowsport 1.2 1.1 0.6 0.2 0.4 1.1 0.3 0.1 0.5 0.2 0.8 0.2 0.3 0.2 0.4 0.3 0.7 0.4 0.1 0.5 Squash and racketball 2.1 2.5 1.1 0.7 0.9 2.6 0.8 0.8 2.4 0.5 2.5 0.5 0.9 0.4 1.4 0.1 0.6 0.3 0.2 1.2 Swimming 13.1 14.1 28.4 27.3 31.3 16.5 32.2 34.7 20.5 34.5 17.8 34.0 28.2 37.6 21.1 35.4 25.1 17.8 29.6 27.0 Table Tennis 0.2 0.5 0.1 0.0 0.2 0.5 0.1 0.1 0.9 0.1 0.4 0.2 0.8 0.4 0.7 0.8 0.5 1.0 1.0 0.4 Tennis 6.8 4.9 6.7 6.3 5.8 4.9 5.4 4.2 2.8 4.5 3.7 3.8 2.6 3.1 2.0 2.8 5.1 2.1 3.4 4.2 Volleyball 0.1 0.3 0.5 0.5 0.2 0.2 0.1 0.3 0.3 0.4 0.1 0.1 0.1 0.1 0.2 0.1 0.0 0.0 0.0 0.2 Weightlifting 0.1 0.4 0.1 0.0 0.0 0.1 0.0 0.0 0.3 0.0 0.1 0.0 0.1 0.0 0.5 0.0 0.2 0.0 0.1 0.1 Groups of sports Keep fit and gym (group) 5.3 8.5 15.5 13.7 18.3 9.7 18.4 19.5 10.8 18.1 9.8 16.9 11.2 17.5 10.4 20.0 7.4 5.7 13.3 13.7 Motor sports (group) 0.7 0.6 0.0 0.0 0.1 0.3 0.0 0.0 0.5 0.0 0.6 0.1 0.2 0.1 0.1 0.0 0.2 0.2 0.1 0.2 Martial arts/combat sports (excluding judo, taekwondo and fencing) (group 2.2 2.9 1.1 1.1 0.7 1.9 0.8 0.6 2.7 1.6 1.8 0.5 1.1 0.9 1.7 1.4 0.3 1.0 1.1 1.2 Otherwater sports (excluding swimming, sailing, angling) (group) 1.2 0.4 0.2 0.1 0.1 0.9 0.4 0.2 0.8 0.0 0.7 0.2 0.4 0.1 0.2 0.0 0.1 0.2 0.0 0.4 Rollersports (group) 0.7 0.5 0.2 0.3 0.2 0.3 0.1 0.2 0.4 0.2 0.1 0.1 0.0 0.1 0.2 0.0 0.0 0.1 0.0 0.2 Winter sports (excluding skiing and snowboarding) (group) 0.6 0.3 0.7 0.6 0.2 0.2 0.6 0.5 0.2 0.6 0.3 0.4 0.3 0.4 0.0 0.1 0.0 0.4 0.0 0.3 Types of sports (includes individual and groups above Indoor sport 42.8 49.2 63.4 63.7 64.3 43.8 66.2 69.3 50.2 70.2 44.2 63.6 50.6 66.8 44.8 65.4 44.3 34.4 55.5 56.0 Outdoor sport 58.8 51.2 34.7 34.8 28.7 51.5 28.0 23.1 44.2 22.4 46.7 20.0 28.1 16.8 40.2 10.9 29.1 35.5 14.0 32.3 Individual sport 37.7 41.6 62.4 56.4 68.0 60.0 68.5 68.7 58.6 65.5 62.3 68.9 66.5 68.7 57.6 66.1 56.4 46.9 54.0 62.3 1 vs 1 sport 74.8 77.3 89.7 87.2 88.6 85.7 89.7 88.1 82.9 86.6 83.9 83.1 80.7 83.3 76.2 76.5 71.9 67.5 68.6 82.7 Team sport 33.6 29.4 6.9 8.9 3.3 12.7 3.1 3.3 15.6 4.7 9.8 1.5 3.2 1.8 11.3 1.0 4.2 10.5 2.0 7.2

Description 12345678910111213141516171819 All About the segments Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phyllis Frank Elsie/Arnold Total Sports/Leisure hall environment (incl pool) 22.3 28.5 29.1 30.1 28.7 22.9 29.0 30.7 27.0 32.4 22.9 26.7 20.7 27.7 22.7 28.9 15.6 15.4 23.6 25.5 Outdoor pitch 32.5 26.2 12.3 12.7 8.6 14.9 7.8 6.7 15.0 8.2 11.8 5.3 5.8 4.5 13.5 3.9 10.3 14.1 6.5 10.3 Water 17.3 16.2 29.3 27.9 32.3 20.7 33.3 35.1 24.7 34.8 21.7 34.7 30.4 38.0 24.1 35.8 27.4 20.6 29.7 28.9 Specialised 91.4 89.9 91.0 88.8 89.4 91.5 90.2 88.6 90.6 87.9 88.4 83.5 82.0 83.7 81.5 77.1 73.5 71.4 69.3 85.7 Non Specific 18.7 19.1 19.7 18.8 18.4 29.0 18.5 15.8 23.5 13.1 28.0 14.7 19.5 12.4 21.9 8.0 13.5 15.7 8.0 18.8

12345678910111213141516171819All About the segments - detail Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phylli Frank Elsie/Arnold Total Single 84.6 90.5 87.5 92.1 72.2 63.0 46.1 44.3 64.4 69.0 37.5 42.2 36.2 52.4 54.5 72.3 38.8 35.8 62.3 58.9 Married 15.4 9.5 12.5 7.9 27.8 37.0 53.9 55.7 35.6 31.0 62.5 57.8 63.8 47.6 45.5 27.7 61.2 64.2 37.7 41.1 Owner occupied 92.7 34.3 96.2 42.9 89.1 95.7 97.2 85.9 36.7 10.9 95.5 91.4 93.8 49.6 30.6 23.3 99.0 80.4 60.3 72.7 Private rented 6.5 36.6 3.6 35.2 10.0 4.1 2.5 8.2 12.4 8.9 3.3 4.9 4.8 9.1 11.7 11.5 0.5 4.4 4.6 9.0 Council/HA rented 0.8 29.1 0.2 21.8 0.9 0.2 0.3 5.9 50.9 80.2 1.2 3.6 1.4 41.3 57.6 65.3 0.5 15.1 35.1 18.3 Employed full-time/Other 70.6 53.3 52.5 34.8 65.8 94.0 36.5 32.2 80.4 25.6 95.5 50.8 66.0 67.6 67.9 26.3 17.4 22.4 18.1 55.8 Student/Unemployed 25.9 40.2 20.4 48.2 2.1 0.8 0.6 0.8 4.4 17.3 0.5 2.5 8.8 0.6 22.1 44.4 0.0 0.0 0.1 10.2 Employed part-time/Housewife 3.5 6.5 27.1 17.0 32.1 5.2 62.8 67.0 15.2 57.1 4.1 46.6 19.9 31.8 8.8 18.0 0.0 0.0 0.0 20.3 Retired 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.1 5.3 0.0 1.3 11.3 82.6 77.6 81.8 13.8 Household without children 73.3 53.0 77.3 59.0 99.9 53.5 0.0 1.0 32.0 3.7 56.0 98.5 96.4 66.4 74.6 86.3 97.8 96.8 96.8 64.9 Household with children 26.7 47.0 22.7 41.0 0.1 46.5 100.0 99.0 68.0 96.3 44.0 1.5 3.6 33.6 25.4 13.7 2.2 3.2 3.2 35.1 Mosaic information A Symbols of Success 26.2 0.1 31.4 0.1 16.0 19.9 19.2 3.6 0.0 0.0 15.6 20.0 9.9 0.0 0.2 1.2 43.1 0.0 0.1 11.4 B Happy Families 13.8 7.6 10.5 13.7 11.5 22.2 35.3 32.3 4.8 2.7 23.7 12.4 11.5 5.1 2.0 1.7 2.0 1.2 1.3 12.3 C Suburban Comfort 17.9 4.9 21.9 5.9 18.1 20.5 19.8 10.4 2.7 0.5 17.7 22.9 38.0 4.4 3.1 1.7 7.8 34.4 24.8 16.2 D Ties of Community 10.8 28.2 6.2 28.6 14.9 7.6 4.3 29.2 27.6 17.4 19.9 17.3 16.4 29.7 22.1 16.1 0.9 10.4 8.1 16.4 E Urban Intelligence 14.5 20.9 13.1 19.7 19.5 14.3 10.5 5.8 3.1 1.1 5.5 5.7 5.6 2.4 2.8 5.2 0.8 1.7 1.3 8.1 F Welfare Borderline 0.1 10.7 0.1 8.9 0.4 0.2 0.0 0.5 16.9 18.0 0.1 0.5 0.1 13.7 10.8 16.2 0.0 0.5 3.4 4.5 G Municipal Dependency 0.0 6.5 0.0 3.8 0.0 0.0 0.0 0.9 17.1 29.2 0.0 0.8 0.0 15.0 20.1 20.8 0.1 4.1 9.7 5.6 H Blue Collar Enterprise 2.6 17.4 0.4 14.7 1.8 0.5 0.0 11.4 25.2 29.0 4.4 3.1 1.1 25.1 30.9 25.5 0.6 21.1 19.7 11.0 I Twilight Subsistence 0.4 2.1 0.1 2.1 0.3 0.2 0.0 1.2 2.0 2.1 0.7 0.9 0.8 2.7 6.1 8.2 0.1 5.7 11.8 2.4 J Grey Perspectives 5.2 1.6 5.0 2.5 7.1 4.7 3.1 3.9 0.5 0.1 5.4 7.1 11.9 1.9 1.9 3.4 21.9 20.7 19.6 7.0 K Rural Isolation 8.6 0.1 11.4 0.1 10.4 9.7 7.8 0.7 0.0 0.0 7.0 9.3 4.9 0.0 0.0 0.0 22.7 0.2 0.2 5.2 Mosaic Origins English 61.9 50.5 62.7 54.4 64.2 64.9 66.3 66.9 55.8 58.5 69.7 70.6 74.5 64.1 66.7 66.0 76.5 77.2 76.0 66.1 Celtic 11.5 9.6 11.2 10.0 11.6 11.9 11.8 11.7 10.5 10.9 12.1 12.1 12.1 11.6 11.7 12.3 12.4 11.5 11.9 11.5 Irish 5.7 5.5 5.6 5.7 6.0 5.8 6.0 6.4 6.0 6.2 6.1 5.9 5.4 6.6 6.9 7.4 4.1 5.2 5.8 5.9 Western European 4.2 4.1 4.7 4.1 4.1 3.9 4.0 3.0 3.2 3.2 2.9 3.1 2.7 2.8 2.5 3.0 3.1 2.1 2.4 3.3 Pakistani 2.3 6.5 1.7 5.1 1.6 1.8 1.4 1.9 6.1 4.7 1.3 0.8 0.5 3.0 2.6 1.7 0.3 0.5 0.4 2.2 Eastern European 3.3 6.0 3.0 5.1 2.6 2.2 1.8 1.8 3.2 2.9 1.3 1.3 0.8 1.5 1.4 1.5 0.5 0.5 0.7 2.1 Italian 1.5 1.7 1.6 1.7 1.5 1.4 1.4 1.1 1.4 1.4 1.0 1.0 0.8 1.1 0.8 1.1 0.6 0.5 0.6 1.2 Hindi 2.1 3.0 2.0 2.4 1.9 1.9 1.6 1.5 2.1 1.3 1.3 1.2 0.8 1.9 1.5 0.9 0.6 0.6 0.4 1.5 Hispanic 1.0 1.6 1.2 1.5 1.2 1.0 1.0 1.0 1.4 1.4 0.6 0.7 0.5 1.1 0.8 1.0 0.3 0.3 0.4 0.9 Sikh 0.9 1.2 0.8 1.1 0.8 0.8 0.6 0.7 1.0 0.6 0.7 0.4 0.3 0.7 0.8 0.4 0.2 0.3 0.1 0.6 Other Muslim 1.0 1.7 0.8 1.1 0.6 0.8 0.5 0.5 1.5 1.1 0.5 0.4 0.3 0.7 0.7 0.6 0.2 0.1 0.1 0.7 Black African 0.8 2.3 0.7 2.0 0.8 0.7 0.7 1.1 2.7 2.9 0.5 0.5 0.2 1.8 1.2 1.5 0.1 0.2 0.3 1.0 Bangladeshi 0.5 1.4 0.4 1.6 0.4 0.4 0.3 0.5 1.6 2.1 0.3 0.2 0.1 1.0 0.6 0.7 0.1 0.1 0.1 0.6 Chinese 0.8 1.3 0.8 1.4 0.7 0.5 0.5 0.4 0.5 0.5 0.3 0.3 0.2 0.3 0.3 0.3 0.1 0.1 0.1 0.5 Other East Asian 0.4 0.6 0.5 0.6 0.4 0.4 0.3 0.3 0.4 0.4 0.2 0.2 0.1 0.3 0.2 0.2 0.1 0.1 0.1 0.3 Greek / Greek Cypriot 0.6 0.6 0.6 0.5 0.5 0.5 0.4 0.3 0.4 0.3 0.3 0.3 0.2 0.3 0.2 0.3 0.2 0.1 0.1 0.4 Turkish 0.4 0.7 0.3 0.5 0.3 0.3 0.3 0.3 0.8 0.7 0.2 0.2 0.1 0.4 0.3 0.3 0.1 0.1 0.1 0.3 Jewish / Armenian 0.4 0.3 0.4 0.2 0.3 0.3 0.3 0.2 0.2 0.2 0.2 0.3 0.2 0.2 0.2 0.2 0.4 0.2 0.2 0.3 Tamil And Sri Lanka 0.3 0.7 0.3 0.5 0.3 0.3 0.3 0.3 0.5 0.3 0.2 0.2 0.1 0.2 0.2 0.1 0.1 0.1 0.0 0.3 Somali 0.1 0.2 0.1 0.2 0.1 0.1 0.1 0.1 0.3 0.3 0.0 0.0 0.0 0.2 0.1 0.1 0.0 0.0 0.0 0.1 Black Caribbean 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.2 0.1 0.1 0.0 0.1 0.1 0.2 0.0 0.1 0.1 0.1 Sporting behaviour and KPIs Sport indicators Sport (0 days in past 28) 26.0 36.4 42.0 53.5 48.6 36.6 46.1 55.7 56.6 63.0 49.7 61.7 66.5 73.1 75.1 79.4 70.6 76.0 81.6 60.2 Sport (1-11 days in past 28) 35.1 33.0 35.3 29.7 32.3 36.8 34.0 28.5 26.0 24.2 30.9 25.9 23.1 18.5 16.0 14.9 20.2 14.9 13.9 25.1 Sport and physical activity Sport and physical activity (0 days in past 28) 19.2 29.6 30.9 45.6 34.9 24.9 32.9 42.0 46.5 52.9 36.9 46.9 52.8 62.9 66.0 70.9 65.5 73.4 79.0 50.1 Sport and physical activity (1-11 days in past 28) 37.9 36.4 37.5 32.1 35.0 41.0 37.5 33.1 31.2 28.1 35.9 30.1 28.3 22.5 20.3 17.7 21.3 15.3 14.1 28.4 Walking indicators Walking - any in past 28 days 77.1 74.8 81.6 76.4 81.1 77.9 81.9 78.4 69.4 73.2 75.8 77.8 73.2 68.2 62.1 60.7 63.6 54.3 51.6 70.9 Walking - any 30 mins moderate intensity in past 28 days 47.6 40.3 40.6 31.6 39.7 43.1 38.8 34.4 31.0 27.8 36.3 32.8 27.5 23.0 20.9 17.7 16.8 12.4 10.3 28.9 Walking - recreational - 30 mins moderate in past 28 days 29.1 23.7 31.4 19.8 33.3 33.6 31.6 28.3 20.7 19.2 29.2 28.3 23.9 17.2 15.4 13.9 14.7 10.6 8.3 22.8 Walking - non recreational - 30 mins moderate in past 28 days 33.5 29.1 23.4 22.3 17.9 21.8 18.2 15.5 18.6 16.5 16.6 13.5 10.9 11.2 10.9 8.8 6.5 4.7 4.8 14.1 Cycling indicators Cycling - any in past 28 days 23.6 18.8 13.7 8.6 13.0 25.4 13.9 11.0 15.4 7.4 19.8 8.0 9.6 4.9 9.0 2.8 4.6 5.3 1.5 10.8 Cycling - any 30 mins moderate intensity in past 28 days 17.1 11.4 10.9 5.8 10.5 20.7 11.8 8.5 10.7 5.2 15.8 6.4 7.4 3.4 5.7 1.7 3.3 3.5 0.8 8.3 Cycling - recreational - 30 mins moderate in past 28 days 17.2 11.4 10.9 5.9 10.5 20.7 11.8 8.5 10.7 5.2 15.8 6.4 7.4 3.4 5.7 1.7 3.3 3.5 0.8 8.3 Cycling - non recreational - 30 mins moderate in past 28 days 3.1 2.1 1.2 1.2 0.9 2.2 0.9 0.6 1.8 0.4 1.7 0.6 0.7 0.4 0.8 0.4 0.3 0.3 0.1 0.9 Club membership Club - Member 37.7 28.5 26.0 18.8 26.2 33.5 25.4 19.8 22.1 13.4 30.0 23.1 23.7 13.9 16.8 11.7 25.8 22.5 14.6 23.1 ClubType - Health/fitness 16.1 11.7 17.1 12.7 17.7 15.0 17.8 13.7 9.6 9.1 11.7 14.6 9.1 8.5 5.2 6.0 6.7 3.7 4.3 10.8 ClubType - Other 0.8 0.8 0.5 0.6 0.9 1.2 0.6 0.6 1.0 0.6 1.2 1.1 1.5 0.7 0.9 0.9 2.0 1.6 1.0 1.1 ClubType - Social 2.9 3.2 1.6 1.3 1.5 2.4 1.4 1.3 2.6 1.2 3.0 2.3 3.7 2.2 3.6 2.7 6.2 6.7 5.7 3.2 ClubType - Sports 22.1 15.3 8.1 4.9 7.2 17.6 6.6 5.0 10.4 2.9 16.2 6.5 10.9 3.0 7.6 2.8 12.6 12.0 3.9 9.3

12345678910111213141516171819All About the segments - detail Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phylli Frank Elsie/Arnold Total Culture and arts In the last 12 months, have you done any of these activities? Spend time with friends/family 83.3 78.1 91.9 88.4 92.4 85.4 91.9 89.4 76.1 81.8 85.1 90.6 85.7 84.1 71.4 82.0 86.8 79.7 82.4 84.8 Read 50.0 40.6 75.1 55.0 81.3 62.5 79.3 76.6 43.3 61.5 62.2 81.2 76.0 73.7 55.0 73.4 78.2 63.7 71.7 68.2 Listen to music 82.7 78.1 85.4 81.0 83.5 79.4 83.0 78.7 72.4 79.1 77.1 80.5 72.2 73.0 67.1 72.7 72.0 65.3 69.0 75.6 Watch TV 88.1 80.7 83.2 88.4 91.4 87.7 88.1 88.3 85.7 82.9 89.6 86.9 86.3 88.3 88.3 87.1 91.7 92.3 93.0 88.5 Days out or visits to places 54.8 48.1 74.1 58.2 79.2 73.4 75.9 72.0 50.2 58.8 72.2 72.3 70.1 58.3 55.4 58.3 62.2 55.6 54.6 64.2 Eat out at restaurants 67.9 58.8 82.2 65.1 77.7 78.7 82.2 70.9 53.9 56.7 76.2 75.1 73.1 62.8 48.1 61.2 71.0 56.6 58.3 67.8 Go to pubs/bars/clubs 76.2 61.5 66.5 54.5 52.6 65.3 49.3 52.1 45.1 40.6 56.7 42.5 42.7 33.3 40.7 30.9 36.8 38.9 22.3 45.4 DIY 31.5 30.5 22.7 15.9 36.4 59.5 37.8 35.5 46.4 28.3 64.0 33.8 53.5 34.0 46.3 28.8 40.7 49.5 13.6 38.6 Gardening 23.2 17.6 30.8 18.5 58.4 54.9 54.1 52.8 35.8 30.5 63.3 64.7 71.8 53.8 51.1 48.2 72.5 64.3 51.0 52.8 Shopping 57.1 57.2 83.2 81.0 82.9 62.0 83.3 86.9 57.0 85.0 59.3 81.0 67.6 78.2 56.3 77.0 69.2 64.3 70.7 71.0 Sport/exercise 76.8 62.6 62.2 47.1 64.8 76.2 62.6 56.7 51.9 44.4 64.7 51.1 56.4 44.4 40.7 33.8 49.0 38.6 23.9 51.9 Arts and crafts 13.7 10.2 34.1 18.5 25.4 16.4 32.2 24.8 9.9 20.9 16.2 31.9 26.3 28.3 14.7 23.0 26.9 12.9 19.3 21.7 Play a musical instrument 23.2 20.3 13.0 10.6 12.2 16.2 10.7 7.1 12.3 3.2 16.0 7.4 10.1 4.7 11.3 4.3 10.9 5.8 3.8 10.1 Go to cinema 70.8 54.0 72.4 57.7 65.7 59.7 64.1 58.5 40.6 48.1 49.3 50.1 39.8 34.5 24.7 30.2 31.6 16.7 16.5 43.7 Visit museums/galleries 24.4 16.6 37.3 25.9 37.9 41.0 41.9 35.5 28.7 20.9 35.6 40.2 44.0 30.8 28.6 32.4 42.5 24.8 23.3 33.2 Theatre/music concerts 48.2 32.1 54.6 34.4 53.2 49.3 58.9 52.5 26.6 27.3 46.9 60.5 49.9 37.7 26.4 40.3 49.7 28.6 31.8 43.1 Play computer games 58.9 50.8 20.0 27.0 19.3 39.1 19.3 22.3 41.3 31.0 28.4 21.2 14.3 19.1 17.3 15.1 10.1 7.1 6.7 22.2 Internet/emailing 78.0 72.2 87.0 70.9 73.4 77.1 82.2 66.7 57.7 62.6 71.1 63.0 53.3 45.4 32.0 28.8 36.0 25.1 12.3 54.2 Visits to historic sites 23.8 17.1 33.5 17.5 41.6 45.6 43.7 38.7 30.4 17.1 42.9 47.2 49.9 30.5 29.4 30.9 47.4 33.1 25.5 36.0

Culture - CreativeArtisticTheatricalMusical12Months 49.8 41.4 60.2 41.9 61.2 56.8 61.1 53.8 38.9 36.3 53.5 62.4 54.7 41.9 32.2 41.7 54.1 31.0 38.5 50.0 Culture - Library12Months 40.6 43.4 56.8 54.8 56.4 39.3 60.9 55.5 39.2 55.5 39.2 48.9 45.7 45.8 37.5 45.2 50.1 41.8 43.9 46.8 Culture - MuseumOrGallery12Months 53.6 49.0 61.2 47.3 63.7 62.1 61.9 55.0 46.3 42.9 59.2 62.0 58.2 45.2 40.9 43.8 54.2 38.0 37.3 52.9 Satisfaction with sporting experience Detailed satisfaction results (red is low, amber medium, green high) The opportunities I had to learn, practice and develop skills in my sport 7.3 7.2 7.2 7.1 7.3 7.3 7.2 7.3 7.4 7.5 7.4 7.4 7.8 7.8 7.7 8.3 8.1 7.9 8.2 7.5 The opportunities I had to progress and improve in my sport 7.3 7.2 7.1 6.9 7.3 7.3 7.4 7.3 7.3 7.4 7.4 7.4 7.7 7.8 7.7 8.2 8.0 7.8 8.2 7.5 That I performed at a standard that I expected of myself 7.5 7.4 7.3 7.3 7.5 7.7 7.7 7.7 7.6 7.7 7.8 7.8 8.2 7.9 8.0 8.3 8.5 8.4 8.6 7.8 The opportunities to get the levels of physical exertion from my sport that were right for me 8.1 7.9 7.8 7.6 8.0 8.0 7.8 8.1 7.8 8.3 7.9 8.1 8.1 8.2 7.9 8.8 8.3 8.2 8.6 8.0 The sport’s contribution to my overall health 8.2 8.0 7.9 7.8 8.2 8.0 7.9 8.1 7.9 8.6 8.1 8.2 8.2 8.3 8.1 8.8 8.5 8.3 8.7 8.2 The opportunities the sport gave me to relieve stress, unwind and get away from my everyday routine 8.5 8.2 8.3 8.0 8.5 8.5 8.4 8.5 8.7 8.7 8.6 8.6 8.7 8.7 8.6 8.8 8.7 8.7 9.0 8.6 The opportunities that I had to challenge myself through sport 8.3 8.0 8.0 7.9 8.3 8.3 8.0 8.1 8.3 8.1 8.3 8.3 8.5 8.2 8.4 8.5 8.6 8.6 8.8 8.3 The opportunities for me to socialise through my sport 8.2 8.1 7.9 8.0 8.0 7.9 7.9 8.1 8.2 7.6 8.1 8.3 8.4 8.2 8.3 8.5 8.6 8.6 8.9 8.2 That I could participate in my sport without feeling embarrassed or awkward 8.5 8.1 8.1 8.1 8.3 8.4 8.1 8.2 8.6 8.1 8.6 8.5 8.8 8.5 8.6 8.8 9.1 9.1 9.2 8.6 How welcoming the people were at the places in which I took part in my sport 8.0 7.7 7.8 7.6 8.0 7.9 8.0 8.0 8.1 8.0 8.2 8.2 8.5 8.3 8.4 8.8 8.7 8.6 8.9 8.0 The competence and commitment of the volunteers I came into contact with in my sport 8.1 7.7 8.1 7.8 8.3 8.1 8.1 8.4 8.1 8.1 8.4 8.4 8.6 8.5 8.3 8.9 8.7 8.5 8.8 8.3 The competence of the paid professional staff I came into contact with in my sport 7.6 7.4 7.7 7.3 7.8 7.6 7.9 8.0 7.7 7.8 7.8 8.1 8.0 8.0 7.8 8.9 8.1 7.9 8.7 7.8 The ease with which I could balance my sporting, work, family or education commitments 6.9 6.7 6.8 6.9 7.1 6.8 7.2 7.4 7.1 7.0 7.2 7.5 7.9 7.6 7.6 8.1 8.5 8.6 8.9 7.4 The ease of making a booking when I participated in my sport (e.g. booking a facility or sporting venue) 7.4 6.8 7.4 6.9 7.6 7.5 7.6 7.9 7.5 7.3 7.7 7.6 8.2 8.0 7.8 8.7 8.6 8.5 9.0 7.8 The quality of the non sport facilities where I took part in my sport (e.g. changing, catering, parking) 6.8 6.8 6.8 6.5 6.6 6.5 6.3 6.9 6.7 7.0 6.6 6.8 7.0 7.1 6.9 7.3 7.3 7.2 7.8 7.1 The quality of the surfaces where I took part in my sport (add ‘(e.g. the wicket, pitch etc)’ for cricket only) 6.9 6.7 7.0 6.8 7.1 6.7 6.5 7.3 7.1 7.1 7.0 7.2 7.4 7.5 7.2 7.8 7.7 7.6 8.0 7.5 The quality of the equipment available to me at the place where I usually took part in my sport 7.4 7.1 7.3 7.4 7.3 7.2 6.9 7.9 7.3 7.3 7.4 7.5 7.8 7.7 7.7 8.0 8.1 8.0 8.5 7.1 The cleanliness of the facilities where I took part in my sport 7.2 7.0 7.1 7.1 6.9 6.8 6.6 7.1 7.1 7.2 7.0 7.0 7.4 7.4 7.3 7.7 7.7 7.8 8.0 6.8 The opportunities to receive coaching from an instructor or coach 7.0 6.9 7.2 7.1 6.9 6.7 7.0 7.5 6.9 7.2 6.8 7.2 7.2 7.8 7.3 8.2 7.4 7.5 8.3 7.1 The availability of qualified officials when I competed in my sport 7.2 6.8 7.1 6.8 7.4 7.1 7.3 7.5 7.2 7.5 7.3 7.6 7.8 7.6 7.5 8.6 8.0 7.9 8.4 7.4 The value for money of booking/venue/facility fees where I took part in my sport (participant/CM only) 6.9 6.7 7.1 6.9 7.1 6.9 7.1 7.3 7.2 7.3 7.2 7.4 7.6 7.7 7.5 8.5 8.0 8.1 8.5 7.3 The value for money of the non sport facilities where I took part in my sport (e.g. changing, catering, park 7.0 6.6 6.9 6.7 6.9 6.7 7.0 7.1 7.0 7.2 6.9 7.1 7.3 7.2 7.1 7.9 7.6 7.5 8.1 7.0 The value for money I got from the cost of my club membership 7.6 7.6 7.5 7.1 7.6 7.7 7.7 7.9 7.8 8.1 8.0 7.9 8.3 8.1 8.1 8.8 8.7 8.7 8.8 8.0 The value for money from the clothing and equipment I purchased to take part in my sport 7.1 6.9 7.1 7.0 7.4 7.1 7.5 7.6 7.3 7.2 7.3 7.6 7.7 7.7 7.5 8.3 8.0 8.0 8.4 7.4 Sports that are currently played (once a month or more) Selection of sports with disciplines detailed below Athletics 15.1 12.3 13.6 8.9 9.3 13.3 10.9 6.2 5.5 4.4 7.3 3.2 2.2 2.2 2.3 0.6 0.8 0.6 0.2 5.3 Track and field 1.1 1.0 0.7 0.8 0.4 0.5 0.4 0.4 0.3 0.3 0.3 0.2 0.1 0.2 0.3 0.0 0.1 0.1 0.0 0.3 Running 14.4 11.6 13.1 8.2 9.0 13.0 10.7 5.9 5.4 4.2 7.1 3.1 2.1 2.0 2.1 0.5 0.7 0.6 0.2 5.1 Cricket 3.8 2.8 0.4 0.5 0.3 2.4 0.3 0.4 1.2 0.2 1.6 0.1 0.4 0.1 0.6 0.1 0.2 0.2 0.0 0.7 Match 0.2 0.3 0.0 0.0 0.0 0.1 0.0 0.0 0.1 0.0 0.1 0.0 0.0 0.0 0.1 0.0 0.0 0.0 0.0 0.0 Nets/practice 0.4 0.4 0.0 0.0 0.0 0.1 0.0 0.0 0.1 0.0 0.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.1 Football 33.3 28.0 2.2 3.6 1.1 14.9 1.2 1.4 12.1 2.7 9.2 0.4 1.1 0.6 3.0 0.5 0.7 1.2 0.2 4.5 Small sided (5 a side) 5.3 4.3 0.3 0.2 0.1 2.4 0.1 0.0 1.9 0.4 1.3 0.0 0.2 0.1 0.2 0.1 0.1 0.1 0.0 0.7 Outdoor - 11 a side 5.5 4.4 0.2 0.4 0.1 2.2 0.1 0.0 1.9 0.2 1.2 0.0 0.1 0.0 0.4 0.0 0.1 0.2 0.0 0.6 Swimming 12.6 10.2 24.1 18.0 22.1 15.4 25.3 20.5 9.9 17.1 12.2 18.2 12.7 13.2 6.4 10.3 8.8 5.5 6.9 13.8 Indoor 10.9 9.2 21.6 16.8 19.7 13.8 23.1 18.9 9.1 15.9 10.6 16.0 11.1 11.8 5.7 9.4 7.4 5.0 6.2 12.4 Outdoor 2.3 1.6 3.6 2.4 3.7 2.7 3.7 2.4 1.4 2.0 2.3 3.2 2.2 1.9 1.0 1.3 1.6 0.7 0.9 2.2 Keep fit and gym (group) 24.4 21.9 28.1 22.8 26.4 20.1 27.3 22.0 14.1 18.4 15.0 21.4 13.5 14.5 7.9 11.8 10.4 5.6 9.8 16.7

12345678910111213141516171819All About the segments - detail Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phylli Frank Elsie/Arnold Total Gym 21.1 17.8 17.9 14.8 14.1 15.9 14.4 11.8 10.3 10.0 11.1 9.7 6.7 6.4 4.8 3.8 3.7 3.1 2.4 9.4 Aerobics 0.1 0.1 3.0 3.0 3.9 0.2 4.8 3.5 0.2 2.5 0.3 2.6 1.0 1.9 0.2 1.4 0.6 0.2 0.8 1.5 Aquafit etc 0.0 0.0 0.5 0.6 0.6 0.0 0.6 1.0 0.0 0.5 0.0 1.4 0.8 1.0 0.0 1.1 0.7 0.0 0.8 0.6 Fitness classes 0.4 0.5 6.3 3.8 7.4 0.9 6.8 4.6 0.7 3.0 0.9 6.7 3.1 3.2 0.6 3.2 2.7 0.4 2.0 3.2 Other keep fit and gym 3.4 4.1 4.1 3.3 5.0 4.2 4.9 4.5 3.6 4.5 3.6 4.3 3.3 4.3 2.7 4.1 3.9 2.2 5.1 4.0

Name 1 2345678910111213141516171819 About the segments Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phyllis Frank Elsie/Arnold Gender Male 206 206 0 0 0 206 0 0 206 0 207 0 116 2 206 12 112 207 20 Female 0 0 193 192 194 0 194 194 0 194 0 194 85 193 0 183 89 0 176 Age Age 18-25 506 403 433 583 0 0 11 0 20 172 000000000 Age 26-35 116 202 144 59 230 232 245 151 175 219 31 29 0 38 2 0 0 0 0 Age 36-45 6 5 36 0 195 235 250 272 208 156 174 68 9 87 31 23 0 0 0 Age 46-55 000011262211111421528231960250246239000 Age 56-65 0000320000972106432533823531570 Age 66+ 00000000000020346602609615 With children 76 134 65 117 0 132 285 282 194 274 125 4 10 96 72 39 6 9 9 Mosaic Origin groups English, Welsh, Scottish, NI, British 95 77 95 83 98 99 101 101 85 89 105 107 112 98 101 101 114 114 113 Irish (RoI) 98 93 96 98 103 99 102 109 104 106 103 100 92 113 119 126 68 89 98 Other White 135 177 140 159 123 114 110 91 124 118 78 83 63 87 75 88 63 47 53 Indian 139 192 131 166 123 120 101 101 143 86 91 74 49 123 107 62 36 43 26 Pakistani 101 294 79 227 72 80 61 85 276 211 59 38 21 133 118 75 15 22 19 Bangladeshi 77 243 74 269 64 61 56 83 266 346 44 37 19 162 99 125 12 16 24 Chinese 167 271 169 276 139 110 109 86 112 104 69 69 41 65 54 54 19 17 13 Other Asian 132 226 133 187 118 117 105 95 172 141 75 65 43 97 82 72 31 25 22 Black Carribean 67 122 70 145 96 69 67 99 162 191 75 85 56 184 121 205 44 81 92 Black African 78 221 70 195 83 73 70 105 267 280 53 47 21 178 117 148 8 16 25 Arab 140 252 119 163 93 112 77 73 224 153 76 59 41 105 101 87 28 19 17 Other 87 156 120 231 112 68 96 110 142 227 52 69 44 154 86 137 40 48 67 Totals % of population 4.94 5.37 4.71 4.25 4.55 8.83 4.39 4.88 5.93 3.74 8.65 6.07 6.77 4.91 3.69 2.12 4.22 4.01 7.97 Absolute numbers 1,989,287 2,162,891 1,896,625 1,711,607 1,829,866 3,554,150 1,766,560 1,965,002 2,386,568 1,507,276 3,480,166 2,444,113 2,723,835 1,976,776 1,484,513 854,962 1,700,496 1,612,960 3,206,387 Sporting behaviour and KPIs Sport only (30 minute, moderate intensity sessions) Has done any sport in the past month 171 148 142 116 129 148 136 112 106 94 119 102 88 73 68 60 74 64 49 Plays sport at least once a week 198 166 146 114 128 162 134 109 109 90 127 95 83 66 61 50 75 61 46 Plays sport at least 2 times a week 225 188 153 112 130 171 134 108 113 83 130 91 78 62 61 44 70 64 38 Plays sport at least 3 times a week (the 1 million indicator) 266 208 155 115 130 182 136 108 119 87 133 85 71 58 61 38 63 62 31 Sport and physical recreation measures At least 3 sessions of sport/exercise per week (KPI 1) 201 155 146 100 141 162 139 117 105 85 128 107 89 68 63 52 61 53 31 Plays sport or physical activity at least 3 times per week (NI8) 197 153 143 98 138 159 137 115 103 83 126 105 88 67 63 53 68 63 36 Plays sport or physical activity at least 3 times per week (2 mill 164 135 129 101 124 137 119 104 98 87 116 107 96 75 70 69 89 75 58 Plays sport or physical activity at least 5 times a week 180 146 130 105 124 137 115 104 99 88 116 108 92 76 71 67 88 71 55 Organised sport Volunteering - any in the past 4 weeks 139 126 108 80 111 169 119 118 113 84 166 88 100 57 78 40 89 85 34 Volunteering - 1 hour per week (KPI 2) 144 128 103 71 98 179 101 107 124 76 181 83 106 52 84 33 89 94 32 Club - Member to play sport (KPI 3) 163 124 113 82 114 145 110 86 96 58 130 100 103 60 73 51 112 98 63 Received sport tuition or coaching in the past year (KPI4) 170 118 174 114 155 136 152 118 79 95 101 130 88 76 45 63 70 35 49 Taken part in competition in the past year (KPI5) 263 190 122 73 91 213 96 70 130 45 169 68 96 39 76 28 91 95 32 Taken part in any organised sport (club, tuition, competition) 160 126 131 94 123 145 124 98 97 74 121 105 98 67 68 56 95 79 59 Motivations, barriers and satisfaction with sporting experience Change in participation in past 12 months Have participated MORE 197 174 167 175 147 127 161 137 105 148 101 93 81 97 70 74 37 36 39 Have participated LESS 109 115 116 135 93 92 98 105 104 115 84 92 79 114 111 107 102 97 114 Have paratipated SAME 66 64 66 50 85 94 78 86 94 82 115 106 126 95 110 97 122 124 101 BARRIERS - Reasons for doing less (for those doing less) Health/injury/disability 19 31 19 15 39 39 27 50 54 43 72 87 121 110 143 165 185 200 201 Work commitments 188 145 142 190 146 195 127 114 172 112 166 110 65 87 71 42 24 10 7 Lack of time 153 184 133 144 120 135 141 126 123 100 119 118 122 101 49 45 48 34 35 Family 83 80 278 231 220 120 368 248 66 348 53 70 24 55 4 20 16 14 22 Other (left school, no opportunity, economy/work) 156 155 140 116 126 107 104 119 124 115 101 116 104 105 103 83 59 52 49 MOTIVATIONS - Reasons for doing sporting activity - totals To keep fit 138 123 150 113 168 139 151 129 98 85 111 134 106 92 59 60 74 51 40 To lose weight 77 101 176 188 228 108 201 181 77 164 91 162 82 119 27 54 28 15 19 To take children 21 35 30 81 36 142 335 290 104 247 148 36 52 86 55 50 25 25 18 To meet with friends 235 189 131 132 89 146 85 74 117 57 142 77 101 57 95 52 109 90 57 To train/take part in competition 280 195 125 116 95 209 67 39 151 21 191 56 104 12 103 24 112 107 32 To improve performance 355 220 117 88 136 227 83 58 122 51 156 85 103 48 59 35 89 50 21 Just enjoy it 163 153 133 122 119 146 117 101 120 74 136 106 110 76 90 49 85 70 41 To help with injury/disability 21 72 52 52 70 48 74 59 83 62 50 154 185 114 136 204 156 92 109 that want to) Longer opening hours 111 124 152 192 170 87 85 107 106 119 71 98 58 137 52 96 42 41 69 Better facilities (eg café) 124 141 119 128 111 71 137 109 103 104 68 91 100 84 67 127 93 72 59 Better playing facilities 166 230 76 148 112 99 70 83 156 133 86 56 65 60 82 57 78 69 29 People to go with 134 171 148 157 104 73 56 82 90 93 71 109 81 101 124 115 115 94 147 Improved transport, etc 138 113 79 114 67 81 95 79 82 137 83 90 124 76 91 105 115 137 167 Help with childcare 7 19 46 144 13 72 355 266 58 354 40 3 7 58 37 21 0 0 0

Name 1 2345678910111213141516171819 About the segments Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phyllis Frank Elsie/Arnold Less busy 93 84 104 88 117 126 115 105 103 77 126 118 93 108 82 59 61 44 52 Cheaper admission 115 112 135 154 103 63 86 123 115 182 65 82 80 127 87 105 64 75 63 More free time 76 55 75 43 96 173 109 82 115 56 152 117 112 138 97 56 37 47 42

Name 1 2345678910111213141516171819 About the segments Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phyllis Frank Elsie/Arnold Satisfaction (red is low, amber medium, green high) 1 Performance Low Low Low Low Low Low Low Low Low Medium Medium Medium Medium Medium Medium High High High High 2 Exertion & Fitness High High Medium Medium High High High High Medium High High High High High High High High High High 3 Release & Diversion High High High High High High High High High High High High High High High High High High High 4 Social Aspects High High High High High High High High High High High High High High High High High High High 5 People & Staff Medium Medium Medium Medium High Medium Medium High Medium Medium High High High High High High High High High 6 Ease of Participation Medium Low Medium Low Medium Medium Medium Medium Medium Medium Medium Medium High Medium Medium High High High High 7 Facilities Low Low Low Low Low Low Low Medium Low Medium Low Low Low Medium Low Medium Low Low High 8 Coaching Low Low Low Low Low Low Low Medium Low Medium Low Medium Low Medium Low High Low Low High 9 Officials Low Low Low Low Medium Low Medium Medium Medium Medium Medium Medium Medium Medium Medium High High High High 10 Value for Money Low Low Low Low Low Low Low Medium Low Medium Medium Medium Medium Medium Medium High High High High Sports that are currently played (once a month or more) Individual sports Angling 94 126 22 17 23 165 13 17 287 19 248 16 135 18 341 35 114 193 31 Archery 143 136 9 12 6 152 2 10 271 0 210 7 158 13 401 21 110 251 26 Athletics 285 232 257 168 176 250 206 117 104 83 138 60 41 41 44 11 15 12 3 Badminton 225 179 140 150 123 203 117 107 104 92 159 100 83 57 53 23 51 41 26 Baseball/softball 494 451 179 191 146 187 65 147 106 64 127 51 13 47 79 0 21 33 20 Basketball 833 670 94 322 55 195 47 54 230 109 133 18 20 37 61 0 16 57 9 Bowls 11 10 1 0 13 14 8 8 26 3 46 52 140 38 80 84 300 441 237 Boxing 678 588 143 141 68 264 95 51 317 141 123 30 18 26 33 12 8 28 0 Canoeing and Kayaking 269 248 144 49 120 291 139 77 150 75 218 58 67 30 39 8 37 19 2 Cricket 556 410 56 68 41 353 41 52 171 30 241 18 58 17 89 11 28 29 4 Cycling 207 138 131 70 127 249 141 103 130 62 189 77 89 42 70 23 42 43 10 Dance Exercise 27 0 308 251 218 17 198 155 13 209 14 165 74 129 7 70 70 19 86 Equestrian 37 26 445 168 305 38 254 153 16 109 42 174 62 78 14 42 47 2 12 Football 744 626 49 80 25 332 26 31 270 61 205 9 25 14 66 12 15 27 4 Golf 140 76 18 9 32 200 19 17 119 3 236 53 169 16 119 20 189 185 26 Gymnastics and Trampolining 215 72 351 232 219 67 202 155 63 187 59 131 47 88 10 43 46 27 24 Hockey 442 160 419 159 147 193 144 120 80 38 149 60 30 30 13 0 56 14 14 Mountaineering 462 270 175 190 99 332 85 84 180 84 163 40 47 13 24 7 41 20 2 Netball 18 0 511 574 312 14 392 278 13 209 6 85 23 45 0 7 20 3 19 Rounders 106 61 278 259 193 65 266 248 77 241 47 105 32 95 31 55 14 9 12 Rowing 338 233 166 117 113 234 112 37 83 35 187 110 64 41 63 26 72 37 3 Rugby League 1073 645 98 146 49 252 19 24 206 45 135 0 14 4 37 7 7 26 0 Rugby Union 1111 458 82 17 17 357 26 28 133 15 163 15 24 14 64 0 41 22 3 Sailing 113 100 154 27 107 245 65 49 69 24 208 66 170 24 62 18 109 89 9 Shooting 176 76 36 13 28 280 24 16 196 0 268 24 165 5 171 9 108 126 11 Snowsport 235 141 211 62 180 302 174 56 88 55 173 103 62 11 33 0 31 30 2 Squash and racketball 425 278 96 70 53 365 55 55 162 51 252 32 71 22 59 6 28 25 1 Swimming 91 74 174 130 159 112 183 148 72 123 88 132 92 95 47 74 63 40 50 Table Tennis 157 144 76 17 88 153 42 43 141 37 155 86 105 51 78 40 145 127 92 Tennis 319 179 185 89 160 187 137 80 56 72 144 102 72 36 40 31 98 32 21 Volleyball 360 359 225 437 158 285 88 62 200 97 198 65 37 71 45 7 34 21 7 Weightlifting 427 568 29 31 71 203 36 44 311 41 189 32 69 42 165 21 37 54 15 Groups of sports Keep fit and gym (group) 146 131 168 136 158 120 163 132 84 110 90 128 80 87 47 70 62 33 59 Motor sports (group) 292 329 58 20 34 363 16 26 303 54 217 7 80 38 150 14 44 71 3 Martial arts/combat sports (including judo, taekwondo and fenc 223 203 48 49 80 149 90 81 176 75 153 98 83 73 92 79 84 36 86 Other water sports (including swimming, sailing, angling) (grou 350 129 154 87 115 353 137 76 129 48 179 61 58 23 85 7 23 17 7 Rollersports (group) 794 584 147 265 91 180 127 141 132 196 79 46 23 41 20 15 14 14 7 Winter sports (including skiing and snowboarding) (group) 202 208 222 262 167 157 179 167 80 249 95 64 29 82 61 13 20 48 50 Types of sports (includes individual and groups above) Indoor sport 148 128 159 132 148 128 160 132 89 112 99 120 83 86 51 69 65 40 55 Outdoor sport 213 157 155 99 129 202 132 93 115 69 163 81 93 44 79 26 69 64 17 Individual sport 149 120 152 115 139 147 145 118 98 96 121 108 93 74 66 58 70 54 44 1 vs. 1 sport 246 176 98 58 89 168 79 57 101 55 140 77 89 42 63 49 129 129 82 Team sport 650 528 100 115 55 307 61 53 225 67 188 21 29 21 63 11 20 24 6 Sports/Leisure hall environment (incl. pool) 168 148 162 135 149 131 155 125 95 106 100 118 79 82 51 65 62 37 57 Outdoor pitch 413 247 204 134 147 201 139 98 91 91 135 77 53 37 41 23 66 28 15 Water 103 81 164 121 149 124 171 137 82 113 100 123 95 88 61 69 65 49 46 Specialised 176 124 130 71 100 183 84 59 113 47 182 74 123 32 93 22 124 118 20 Non Specific 236 177 172 112 143 242 160 107 125 76 169 72 73 43 62 19 34 34 9

Name 1 2345678910111213141516171819 About the segments Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phyllis Frank Elsie/Arnold Latent demand Would you like to do more 121 124 135 139 131 128 139 130 119 133 112 106 86 100 84 80 53 47 48 Percentage of segment that would like to do more of the following Angling 33 121 0 0 0 131 0 0 356 23 213 0 180 14 554 29 198 303 12 Archery 27 120 19 79 61 138 60 40 237 153 93 91 144 107 153 145 71 193 79 Athletics 129 121 172 181 127 137 144 123 111 96 102 56 60 70 115 19 36 68 33 Badminton 102 110 104 126 107 110 108 115 106 108 117 117 74 103 73 66 76 50 46 Baseball/softball 8716410001580031600001900006190 Basketball 569 751 133 338 71 95 65 72 137 102 90 29 6 45 49 0 13 62 0 Bowls 2800051007510534321950208125478826414 Boxing 359 950 76 208 54 117 60 53 234 201 74 0 44 16 121 0 0 102 78 Canoeing and Kayaking 235 115 77 45 82 250 61 15 227 44 187 63 102 27 35 28 68 44 0 Cricket 273 374 13 14 14 232 0 0 280 40 184 3 88 4 276 0 146 267 21 Cycling 86 88 89 84 92 175 88 80 136 68 175 79 107 59 104 39 64 74 35 Dance Exercise 19 0 228 221 179 0 221 132 0 241 13 165 78 125 0 101 49 0 83 Equestrian 23 22 282 186 219 14 213 116 11 106 18 144 80 112 26 54 59 22 55 Football 539 478 41 65 14 221 9 16 250 23 161 8 40 11 190 15 39 210 27 Golf 72 71 11 0 22 201 23 14 139 0 239 41 183 19 207 27 256 229 50 Gymnastics and Trampolining 91 45 365 309 126 44 101 196 22 342 42 91 0 106 34 0 79 43 67 Hockey 111 164 219 193 151 81 148 154 48 125 69 89 54 19 50 0 154 63 81 Mountaineering 275 264 92 138 67 291 86 47 121 17 168 32 73 31 40 0 21 85 0 Netball 0 0 393 436 197 4 222 221 0 266 0 78 18 98 0 40 10 0 57 Rounders 0 0 451 929 60 0 89 238 116 225 55 53 0 140 0 0 0 0 0 Rowing 466 211 101 52 67 182 40 18 130 0 196 24 88 31 40 0 155 153 26 Rugby League 678 665 26 54 14 191 42 19 136 53 129 25 15 16 170 0 98 214 0 Rugby Union 683 424 53 22 6 231 8 0 187 0 166 15 93 7 137 0 52 129 11 Sailing 105 0 0 0 53 203 58 35 76 0 252 70 157 15 39 62 333 199 0 Shooting 48 70 0 0 18 277 26 24 35 0 212 48 194 42 268 0 165 271 35 Snowsport 250 230 121 45 88 227 61 15 102 44 171 47 64 41 88 55 149 89 23 Squash and racketball 174 204 89 61 72 218 70 68 200 42 210 44 73 34 115 11 47 26 13 Swimming 48 52 105 101 116 61 119 129 76 128 66 126 105 139 78 131 93 66 110 Table Tennis 53 130 12 0 46 109 20 17 217 25 90 59 194 108 179 187 122 250 244 Tennis 160 117 159 150 138 115 127 98 66 106 87 90 61 73 47 67 121 49 79 Volleyball 91 201 288 329 103 132 76 158 165 255 47 45 37 79 103 81 0 0 0 Weightlifting 160 472 56 0 30 146 44 0 291 0 165 27 65 0 542 0 208 0 58 Groups of sports Keep fit and gym (group) 39 62 113 100 134 71 134 143 79 133 71 124 82 128 76 146 54 42 97 Motor sports (group) 319 313 0 0 27 167 20 0 231 0 291 47 87 62 40 0 92 101 52 Martial arts/combat sports (excluding judo, taekwondo and fen 177 234 87 85 60 152 62 52 222 132 145 43 89 72 140 115 25 84 86 Otherwater sports (excluding swimming, sailing, angling) (grou 323 119 43 29 38 242 123 50 219 0 200 54 99 35 45 0 17 57 0 Rollersports (group) 412 303 116 179 108 150 68 102 209 116 71 82 17 36 139 0 0 59 0 Winter sports (excluding skiing and snowboarding) (group) 171 94 210 185 64 70 177 137 46 180 102 121 78 121 0 38 0 121 0 Types of sports (includes individual and groups above) Indoor sport 77 88 113 114 115 78 118 124 90 125 79 114 90 119 80 117 79 62 99 Outdoor sport 182 159 107 108 89 160 87 72 137 70 145 62 87 52 125 34 90 110 43 Individual sport 60 67 100 90 109 96 110 110 94 105 100 111 107 110 92 106 90 75 87 1 vs 1 sport 90 93 108 105 107 104 108 106 100 105 101 100 98 101 92 92 87 82 83 Team sport 463 406 95 122 45 175 42 46 215 65 135 21 44 25 155 14 57 145 27 Sports/Leisure hall environment (incl pool) 88 112 114 118 112 90 114 121 106 127 90 105 81 109 89 114 61 60 93 Outdoor pitch 315 254 119 123 83 145 76 65 145 79 114 52 56 44 131 38 100 137 63 Water 60 56 101 97 112 72 115 122 86 121 75 120 105 132 83 124 95 72 103 Specialised 107 105 106 104 104 107 105 103 106 103 103 98 96 98 95 90 86 83 81 Non Specific 99 102 105 100 98 155 98 84 125 70 149 78 104 66 116 43 72 83 43

Name 12345678910111213141516171819 About the segments - detail Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phylli Frank Elsie/Arnold Single 143 153 148 155 123 107 79 75 109 117 64 72 62 89 93 123 66 61 106 Married 37 23 30 19 68 90 131 136 86 75 152 141 155 116 111 67 149 157 92 Owner occupied 127 47 132 59 122 132 134 118 50 15 131 126 129 68 42 32 136 111 83 Private rented 73 409 40 394 112 46 28 92 139 99 37 55 54 102 131 128 6 50 51 Council/HA rented 4 159 1 119 5 1 2 32 278 438 7 20 8 225 315 357 3 83 192 Employed full-time/Other 127 96 94 62 118 169 66 58 144 46 171 91 118 121 122 47 31 40 32 Student/Unemployed 255 395 201 474 21 8 6 8 43 170 4 25 86 6 217 436 0 0 1 Employed part-time/Housewife 17 32 134 84 158 26 310 330 75 281 20 229 98 157 43 89 0 0 0 Retired 000000000001380982600563594 Household without children 113 82 119 91 154 82 0 2 49 6 86 152 149 102 115 133 151 149 149 Household with children 76 134 65 117 0 132 285 282 194 274 125 4 10 96 72 39 6 9 9 Mosaic information A Symbols of Success 230 1 276 1 140 175 169 32 0 0 137 176 87 0 2 10 378 0 1 B Happy Families 112 62 85 111 93 180 286 262 39 22 192 100 93 41 17 14 16 10 10 C Suburban Comfort 111 31 136 36 112 127 122 64 17 3 110 142 235 27 19 11 48 213 153 D Ties of Community 66 172 38 174 91 47 26 178 168 106 121 105 100 181 135 98 5 63 49 E Urban Intelligence 178 256 161 242 240 176 129 72 38 13 68 70 68 29 35 64 9 21 15 F Welfare Borderline 3 239 3 201 8 5 1 11 378 404 3 12 2 307 243 363 0 11 76 G Municipal Dependency 0 117 0 69 0 0 0 17 307 523 1 15 0 269 359 372 2 74 173 H Blue Collar Enterprise 24 158 3 133 16 5 0 104 230 264 40 29 10 229 281 232 6 192 180 I Twilight Subsistence 15 87 5 87 13 8 0 50 86 87 27 39 33 113 255 345 5 239 496 J Grey Perspectives 74 23 70 36 101 67 44 56 7 1 77 101 169 26 26 49 311 294 279 K Rural Isolation 167 1 220 2 202 188 152 14 0 0 135 180 95 1 1 0 439 4 5 Mosaic Origins English 94 76 95 82 97 98 100 101 84 88 105 107 113 97 101 100 116 117 115 Celtic 100 84 98 87 100 103 103 102 91 95 105 105 105 100 102 107 107 100 103 Irish 98 93 96 98 103 99 103 109 103 106 103 100 93 113 118 126 69 89 98 Western European 129 123 144 123 123 117 122 91 96 98 87 95 81 84 75 92 94 65 72 Pakistani 101 294 79 227 72 80 61 85 276 211 59 38 21 133 118 75 15 22 19 Eastern European 155 282 142 239 120 105 86 85 149 134 63 63 37 71 66 68 24 25 33 Italian 127 146 142 142 131 121 122 99 121 119 85 89 65 94 72 93 56 47 51 Hindi 138 197 131 160 126 123 103 96 138 86 86 78 50 126 98 61 42 42 28 Hispanic 113 179 126 160 134 107 111 105 157 157 68 77 52 119 83 110 35 34 41 Sikh 144 181 130 176 116 117 97 111 152 86 102 69 48 111 123 64 24 44 21 Other Muslim 140 252 119 163 93 112 77 73 224 153 76 59 41 105 101 87 28 19 17 Black African 78 221 70 196 83 73 70 105 267 280 52 47 21 178 117 148 8 16 25 Bangladeshi 77 243 74 269 64 61 56 83 266 346 44 37 19 162 99 125 12 16 24 Chinese 167 271 169 276 139 110 109 86 112 104 69 69 41 65 54 54 19 17 13 Other East Asian 143 211 170 209 143 117 115 89 133 139 65 68 44 90 69 79 29 24 25 Greek / Greek Cypriot 177 173 158 131 132 142 120 75 107 74 83 88 68 78 70 81 61 40 38 Turkish 113 229 95 151 86 104 86 96 239 209 73 55 36 130 107 98 19 21 21 Jewish / Armenian 156 105 166 94 123 125 117 73 76 69 93 106 82 66 69 94 158 64 67 Tamil And Sri Lanka 127 249 107 172 101 129 107 109 194 121 92 59 41 77 89 51 30 22 17 Somali 86 255 78 214 80 63 55 75 286 275 45 50 26 174 102 127 14 17 23 Black Caribbean 67 122 70 145 96 69 67 99 162 191 75 85 56 184 121 205 44 81 92 Sporting behaviour and KPIs Sport indicators Sport (0 days in past 28) 43 61 70 89 81 61 77 93 94 105 83 103 110 121 125 132 117 126 136 Sport (1-11 days in past 28) 139 131 141 118 128 146 135 113 103 96 123 103 92 74 64 59 80 59 55 Sport and physical activity

Name 12345678910111213141516171819 About the segments - detail Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phylli Frank Elsie/Arnold Sport and physical activity (0 days in past 28) 38 59 62 91 70 50 66 84 93 106 74 94 105 125 132 141 131 146 158 Sport and physical activity (1-11 days in past 28) 133 128 132 113 123 144 132 116 110 99 126 106 100 79 72 62 75 54 50 Walking indicators Walking - any in past 28 days 109 106 115 108 114 110 116 111 98 103 107 110 103 96 88 86 90 77 73 Walking - any 30 mins moderate intensity in past 28 day 165 140 141 109 137 149 134 119 107 96 126 114 95 80 72 61 58 43 36 Walking - recreational - 30 mins moderate in past 28 da 127 104 138 87 146 147 138 124 91 84 128 124 105 75 67 61 64 46 36 Walking - non recreational - 30 mins moderate in past 2 238 207 166 159 127 155 130 110 133 117 118 96 78 80 77 62 46 33 34 Cycling indicators Cycling - any in past 28 days 218 174 127 79 120 235 128 101 143 68 183 73 89 46 83 26 42 49 14 Cycling - any 30 mins moderate intensity in past 28 day 207 138 132 70 127 250 142 103 129 63 191 77 89 41 69 21 40 42 10 Cycling - recreational - 30 mins moderate in past 28 day 207 138 132 71 127 250 142 103 129 63 191 77 89 41 69 21 40 42 10 Cycling - non recreational - 30 mins moderate in past 28 340 224 135 129 98 242 94 71 201 44 185 61 78 40 91 39 34 36 12 Club membership Club - Member 163 124 113 82 114 145 110 86 96 58 130 100 103 60 73 51 112 98 63 ClubType - Health/fitness 148 108 158 118 164 139 164 127 88 84 108 135 84 79 48 55 62 34 40 ClubType - Other 75 73 44 54 82 109 60 55 95 60 116 100 137 61 88 82 185 152 94 ClubType - Social 91 98 50 40 46 76 44 40 81 36 94 70 114 69 111 85 194 207 177 ClubType - Sports 237 164 87 52 77 189 71 53 111 31 174 70 117 32 82 30 135 128 42 Culture and arts In the last 12 months, have you done any of these activities? Spend time with friends/family 98 92 108 104 109 101 108 105 90 96 100 107 101 99 84 97 102 94 97 Read 73 60 110 81 119 92 116 112 64 90 91 119 111 108 81 108 115 93 105 Listen to music 109 103 113 107 110 105 110 104 96 105 102 107 96 97 89 96 95 86 91 Watch TV 100 91 94 100 103 99 100 100 97 94 101 98 98 100 100 98 104 104 105 Days out or visits to places 85 75 115 91 123 114 118 112 78 92 113 113 109 91 86 91 97 87 85 Eat out at restaurants 100 87 121 96 115 116 121 105 80 84 112 111 108 93 71 90 105 83 86 Go to pubs/bars/clubs 168 135 146 120 116 144 108 115 99 89 125 93 94 73 90 68 81 86 49 DIY 82 79 59 41 94 154 98 92 120 73 166 88 139 88 120 75 105 128 35 Gardening 44 33 58 35 111 104 102 100 68 58 120 123 136 102 97 91 137 122 97 Shopping 80 81 117 114 117 87 117 122 80 120 84 114 95 110 79 108 97 91 100 Sport/exercise 148 121 120 91 125 147 121 109 100 86 125 99 109 86 78 65 94 74 46 Arts and crafts 63 47 157 85 117 76 149 114 46 96 75 147 121 130 68 106 124 59 89 Play a musical instrument 229 200 128 104 121 160 106 70 121 32 158 73 100 46 111 43 107 57 38 Go to cinema 162 124 166 132 151 137 147 134 93 110 113 115 91 79 56 69 72 38 38 Visit museums/galleries 73 50 112 78 114 123 126 107 86 63 107 121 132 93 86 97 128 75 70 Theatre/music concerts 112 74 127 80 123 114 136 122 62 63 109 140 116 87 61 93 115 66 74 Play computer games 265 228 90 121 87 176 87 100 186 139 128 95 64 86 78 68 45 32 30 Internet/emailing 144 133 160 131 135 142 152 123 106 115 131 116 98 84 59 53 66 46 23 Visits to historic sites 66 47 93 48 115 127 121 107 84 47 119 131 138 85 82 86 132 92 71

Culture - CreativeArtisticTheatricalMusical12Months 100 83 121 84 122 114 122 108 78 73 107 125 109 84 64 83 108 62 77 Culture - Library12Months 87 93 121 117 121 84 130 119 84 119 84 105 98 98 80 97 107 89 94 Culture - MuseumOrGallery12Months 101 93 116 89 120 117 117 104 87 81 112 117 110 85 77 83 102 72 70 Sports that are currently played (once a month or more) Selection of sports with disciplines detailed below Athletics 285 232 257 168 176 250 206 117 104 83 138 60 41 41 44 11 15 12 3 Track and field 365 361 252 278 147 165 137 139 96 117 117 57 46 52 92 9 32 25 9 Running 281 226 257 161 177 255 208 115 105 82 139 60 42 40 42 11 14 11 3 Cricket 556 410 56 68 41 353 41 52 171 30 241 18 58 17 89 11 28 29 4 Match 563 801 45 - 45 234 36 - 200 - 282 - 48 20 260 - - - 16

Name 12345678910111213141516171819 About the segments - detail Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phylli Frank Elsie/Arnold Nets/practice 779 700 65 68 17 217 52 22 204 61 270 - 59 - 63 - 15 65 - Football 744 626 49 80 25 332 26 31 270 61 205 9 25 14 66 12 15 27 4 Small sided (5 a side) 820 666 42 35 11 376 9 4 286 57 199 4 23 11 35 8 20 22 3 Outdoor - 11 a side 882 695 38 61 13 346 12 8 299 38 186 7 20 3 65 - 9 37 4 Swimming 91 74 174 130 159 112 183 148 72 123 88 132 92 95 47 74 63 40 50 Indoor 88 74 174 136 159 111 187 153 73 129 86 130 90 96 46 76 60 41 50 Outdoor 107 72 164 112 169 124 167 110 62 90 106 145 100 86 47 61 73 33 42 Keep fit and gym (group) 146 131 168 136 158 120 163 132 84 110 90 128 80 87 47 70 62 33 59 Gym 225 190 191 158 150 170 153 125 110 107 118 104 71 69 51 41 40 33 26 Aerobics 5 6 200 198 256 10 314 230 16 165 19 174 65 125 13 93 40 13 50 Aquafit etc - - 86 103 98 4 99 175 3 91 6 236 133 169 3 191 115 4 140 Fitness classes 13 16 200 119 235 29 215 146 22 95 27 211 99 102 19 102 84 11 63 Other keep fit and gym 84 103 103 81 124 104 122 111 89 112 89 106 82 106 67 102 97 55 127 Truetouch Responsiveness Responsiveness - Internet/E-mail 159 129 102 86 106 170 109 89 125 68 160 90 82 70 93 52 41 39 22 Responsiveness - Post 67 111 61 102 68 64 63 90 116 125 71 68 66 107 113 123 135 182 205 Responsiveness - Television ad 66 84 72 66 117 114 104 97 154 128 102 103 102 145 144 148 60 54 65 Responsiveness - Newspaper ad 48 39 46 24 88 101 70 58 72 33 125 121 152 89 122 115 207 181 154 Responsiveness - Magazine ad 80 65 112 74 126 97 123 92 76 82 88 126 110 110 85 122 116 92 126 Preferred information channels Information Channels - Internet 228 162 123 89 100 201 112 85 118 58 153 70 74 47 69 33 18 15 7 Information Channels - Telephone 94 69 108 55 148 161 170 132 93 76 139 129 83 81 68 64 65 44 41 Information Channels - SMS Text 236 263 148 193 95 141 90 80 168 159 79 40 25 58 62 43 7 10 7 Information Channels - Interactive TV 139 136 106 107 98 140 130 127 138 121 129 83 65 80 85 55 38 48 31 Information Channels - Face to Face 76 89 83 99 90 76 82 98 96 104 91 104 113 119 117 126 107 122 132 Information Channels - National Newspapers 142 155 101 118 77 109 75 73 136 107 103 74 84 93 128 100 72 91 71 Information Channels - Local Papers 36 64 40 75 60 42 49 86 94 108 67 83 112 155 158 184 108 197 242 Information Channels - Magazines 138 107 114 87 91 118 93 74 92 72 113 95 108 74 95 77 129 107 83 Preferred service channels Service Channels - Internet 147 107 120 75 129 179 147 112 93 58 146 104 105 61 68 42 39 32 19 Service Channels - Telephone 104 88 109 83 124 131 136 119 93 82 125 123 121 96 91 84 56 46 43 Service Channels - Mobile 134 109 141 97 148 156 164 120 82 74 115 113 110 77 68 60 29 23 21 Service Channels - Post 136 54 151 59 120 128 127 66 36 27 122 157 180 57 54 56 157 62 58 Service Channels - Face to Face 53 70 65 87 77 56 67 90 84 101 76 103 110 131 121 148 137 165 196 Decision styles Decision Styles - Accepting 59 82 72 99 79 58 69 85 87 106 70 95 102 127 115 148 141 153 197 Decision Styles - Adamant 81 82 57 55 66 93 60 60 85 48 112 90 152 82 134 98 187 187 138 Decision Styles - Experiential 216 240 133 185 73 115 68 69 144 132 79 42 51 59 90 58 43 69 49 Decision Styles - Perfectionist 90 86 89 80 101 103 101 100 97 85 107 107 109 101 104 102 111 108 105 Decision Styles - Inquiring 159 150 64 61 60 156 59 51 138 50 145 57 106 54 132 61 116 132 59 Decision Styles - Intuitive 91 96 115 125 109 82 107 113 92 124 84 108 93 118 93 118 84 81 107 Mosaic Linked Variables AB Upper Middle and Middle class 130 81 140 83 124 131 143 98 64 54 116 121 122 62 59 61 143 86 78 C1 Lower Middle class 111 94 112 96 110 111 112 102 87 79 107 108 111 86 83 83 112 99 93 C2 Skilled Working class 92 104 89 107 96 96 91 110 112 111 104 98 96 112 110 108 84 105 103 D Working class 79 121 71 118 82 77 68 104 134 145 89 84 78 135 136 134 63 106 111 E Lowest level of subsistence 74 109 69 105 75 70 66 88 122 138 76 79 80 125 134 136 77 108 126 Household Income Under £7,499 59 111 50 105 63 53 45 78 122 140 62 62 58 125 133 134 51 93 112 Household Income £7,500-£13,499 74 101 69 99 78 74 68 91 112 120 81 81 80 113 116 115 74 101 105

Name 12345678910111213141516171819 About the segments - detail Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phylli Frank Elsie/Arnold Household Income £13,500-£24,999 96 99 95 101 100 100 97 105 102 97 104 101 101 101 98 96 96 103 98 Household Income £25,000-£49,999 128 94 134 99 127 134 138 118 84 71 129 125 127 82 77 76 123 101 92 Household Income £50,000+ 192 91 216 93 175 192 221 119 59 43 157 170 167 56 52 56 221 92 81 Jobseeker's Allowance 79 144 69 133 79 68 59 94 146 165 77 76 67 148 152 150 53 98 112 Working Family Tax Credit 85 116 79 115 88 85 78 107 128 134 96 91 87 129 129 127 73 109 113 Index of Multiple Deprivation 87 137 77 132 90 80 71 108 146 158 91 88 82 147 149 149 69 114 124 Deprived in Income 98 191 85 179 101 89 76 133 212 247 105 103 91 216 226 223 75 146 168 Deprived in Employment 80 138 72 130 83 76 67 104 152 174 86 85 79 155 162 159 68 114 127 Deprived in Living Environment 203 285 184 273 204 180 162 217 276 279 193 191 179 275 270 271 162 221 229 Deprived in Education, Skills and Training 144 285 122 273 153 137 115 221 338 393 172 163 141 345 360 356 108 239 271 Deprived in Health and Disability 76 422 93 347 40 13 67 89 554 746 26 86 -80 581 632 631 171 121 265 Deprived in Crime 127 353 137 286 62 33 82 53 378 483 18 69 -73 389 408 416 118 41 135 Private medical insurance 124 91 131 92 120 125 134 102 83 75 114 120 122 82 80 81 142 99 94 Good health 106 98 108 98 105 107 108 102 95 92 105 104 104 94 93 93 106 97 94 Poor health 78 110 73 107 81 75 71 92 120 131 82 83 83 123 128 129 78 108 120 Permanently sick 67 121 60 115 70 64 57 91 139 161 74 74 69 143 151 150 62 106 123 Obesity 73 131 65 125 76 69 61 100 150 175 81 79 70 153 161 159 60 108 124 Depression 82 120 75 116 85 77 71 96 128 140 84 86 86 132 139 140 79 116 133 Heart Failure 82 99 75 100 86 78 73 93 110 116 84 89 100 116 128 136 97 133 160 Stroke 85 96 80 97 89 83 79 93 107 112 87 92 103 111 122 128 104 129 150 High Blood Pressure 103 101 103 104 104 103 104 106 106 95 107 109 107 105 100 100 117 110 106 High Cholesterol 101 97 96 100 99 98 94 107 99 88 104 102 108 97 93 92 96 114 102 Bone, Muscle, Joint problems 109 96 114 98 111 114 116 104 92 82 111 113 114 92 89 90 123 102 104 Heavy smokers 74 127 66 120 78 70 63 97 141 161 80 79 72 142 146 142 65 103 107 Good diet 118 90 124 90 114 118 124 97 79 72 108 112 115 78 76 77 128 93 88 Bad diet 85 111 82 109 87 85 81 100 121 131 92 89 83 122 124 122 77 99 104 Deliberately change diet for health/appearance 116 95 121 96 112 116 123 101 91 88 109 112 111 90 89 89 127 96 91 Eat Less than 1 Portion of Fruit or Veg a Day 83 112 77 111 86 83 76 106 128 141 93 89 87 130 135 135 73 113 121 Eat More than 5 Portions of Fruit and Veg a Day 109 84 115 86 107 111 118 96 81 76 105 108 111 80 79 79 123 95 90 I Don't Have Time To Prepare & Cook Food 84 106 81 104 87 84 81 95 116 124 88 90 88 118 122 123 91 105 115 I Consider My Diet To Be Very Healthy 107 92 109 93 105 106 109 98 89 85 102 106 112 88 88 89 116 104 100 I Have Health Problems And Have To Watch What I Ea 97 102 95 102 98 97 95 102 106 109 99 100 103 107 109 108 99 110 111 Satisfied with own physical health \ fitness 102 99 102 99 102 102 102 101 97 94 102 102 103 97 95 95 102 101 98 Private Gym Members 132 99 136 97 122 123 130 96 72 62 108 111 107 69 64 67 117 78 71 Public Gym Members 117 100 118 100 113 114 115 103 85 80 108 106 104 83 80 81 99 88 83 Private Gym Membership £70 + 164 102 177 91 141 137 159 71 45 35 97 115 102 39 35 47 159 45 42 Public Gym Membership Under £30 90 97 88 100 95 97 93 109 111 119 104 98 97 112 113 111 86 106 103 Drink alcohol daily 114 83 121 85 112 115 124 95 79 73 106 113 116 78 78 79 138 98 93 Heavy/medium beer drinking 94 136 85 133 98 88 79 113 141 146 99 94 85 141 138 136 72 109 109 Diabetes Mellitus 82 111 75 110 85 78 72 98 122 129 87 87 88 124 128 129 79 115 124 Rheumatic heart disease 96 94 93 94 95 94 92 96 97 96 95 99 111 98 102 103 107 119 121 Pulmonary disease & other 89 96 86 97 91 88 85 96 103 106 91 94 102 106 111 114 100 118 127 Acute upper resp.infections 86 115 81 114 89 87 81 107 126 134 97 91 84 127 126 123 71 101 102 Lung diseases ext. agents 85 95 80 95 88 81 77 88 99 100 83 89 98 102 109 114 99 118 132 Liver diseases 83 121 76 116 84 78 72 95 127 137 84 86 85 130 133 133 78 108 120 Car or van 102 91 104 94 103 106 108 104 94 92 107 106 107 95 94 93 107 103 100 Public transport 98 128 92 119 92 85 81 90 116 125 83 85 80 116 118 119 74 90 98 Walk 87 122 78 118 88 78 70 97 122 128 85 83 80 123 124 125 70 103 109 Antiques and fine art 118 89 125 90 116 119 128 97 83 77 109 117 121 82 82 82 144 100 96 Art 127 109 130 106 123 120 125 100 91 85 109 115 116 89 87 90 132 98 94

Name 12345678910111213141516171819 About the segments - detail Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phylli Frank Elsie/Arnold Books 107 102 107 101 106 106 106 101 97 95 103 104 104 97 96 97 106 100 99 Camping and caravanning 97 100 96 101 98 99 98 104 103 102 102 99 98 102 101 99 92 99 96 Cinema and films 107 114 105 113 108 105 102 107 106 104 106 101 96 105 102 102 88 95 94 Computer games 94 116 90 115 98 93 87 106 115 118 99 92 85 115 113 111 71 94 94 Cookery 105 102 105 101 105 105 105 102 99 97 103 103 103 98 97 97 103 99 98 Country pursuits 119 83 129 86 120 126 135 100 77 70 115 121 126 76 74 74 150 97 90 Crosswords and puzzles 92 100 90 99 92 91 90 96 104 108 93 94 94 105 107 107 92 101 104 Eating out 111 99 113 100 111 112 114 106 93 88 110 109 109 92 90 90 108 100 96 Gardening 106 84 111 87 105 111 116 101 87 84 107 110 113 87 87 86 122 102 97 Going to the pub 97 114 93 113 99 95 89 105 111 112 99 94 89 111 109 108 77 97 97 Theatre and the arts 133 98 140 98 127 131 139 106 82 72 119 124 126 80 77 79 140 100 93 Money, current affairs and legal 161 89 180 89 149 160 182 104 66 54 133 147 147 63 60 63 198 92 82 TV, Film and Entertainment 120 106 122 107 119 120 121 111 95 90 116 112 109 93 90 90 106 94 89 Which 137 85 151 88 132 142 157 106 75 66 126 133 133 73 71 71 161 94 85 Women's Interests 140 85 153 87 134 143 158 106 72 62 127 134 136 70 68 69 165 96 87 DA I Read A Newspaper Most Days 99 93 101 93 98 100 103 97 96 97 99 102 104 97 98 97 111 102 101 Popular or midmarket daily newspaper 92 104 90 104 94 93 90 103 110 112 98 96 95 110 111 110 87 105 106 Broadsheet daily newspaper 123 89 130 88 118 120 129 93 72 63 107 113 116 70 68 70 137 88 82 Daily Mail 120 90 124 93 117 121 126 105 82 73 115 117 124 81 79 79 127 105 97 Daily Telegraph 146 75 164 77 138 150 171 99 61 51 127 142 149 60 59 60 196 100 89 Express 112 92 114 94 110 114 115 105 87 78 111 111 118 86 84 84 114 106 100 Guardian 158 135 157 128 148 138 139 110 91 78 119 125 124 86 80 86 132 96 88 Independent 149 122 152 117 141 136 142 106 88 77 118 125 125 84 79 84 142 95 88 Mirror 75 111 67 109 77 72 63 97 121 129 83 78 75 122 124 123 57 102 108 Observer 152 125 154 120 142 136 141 107 89 77 118 125 125 84 79 85 140 96 89 Daily Star 65 121 55 117 69 62 51 95 136 151 77 70 60 138 140 137 41 95 104 Sun 72 113 65 110 76 70 62 96 124 134 81 76 70 125 127 126 55 98 105 Times 153 97 167 96 144 149 166 103 73 63 126 138 139 70 68 71 178 94 87 BBC 1 - TV Channel - 1st Favourite 107 90 112 91 106 110 115 99 88 85 106 108 110 87 87 87 118 98 95 BBC 2 - TV Channel - 1st Favourite 116 93 119 93 114 112 117 96 83 75 104 111 117 82 81 85 133 104 102 ITV 1 - TV Channel - 1st Favourite 87 108 83 108 89 88 83 102 116 122 95 92 90 118 119 118 79 105 110 Channel 4 - TV Channel - 1st Favourite 105 107 105 105 103 101 102 98 101 102 99 99 95 101 101 103 99 94 98 Five - TV Channel - 1st Favourite 89 124 83 120 89 84 77 102 127 133 91 87 80 128 128 128 70 100 108 Heavy Users - How Often Access The Internet 116 97 119 97 114 115 119 102 85 79 109 109 109 84 81 82 112 93 88 Seen Advertising In The Underground in past week 140 118 142 110 127 124 129 96 83 76 106 114 116 80 77 82 126 90 86 Seen Poster Advertising In Shopping Centres/Malls in p 100 100 99 100 99 99 99 101 100 100 100 99 97 100 100 100 94 98 99 Seen Product Advertising In Clubs Or Pubs in past wee 96 105 93 106 98 96 92 104 107 107 100 96 94 106 105 105 87 100 99 Seen Bus Stop/Shelter Advertising in past week 101 109 98 108 99 97 94 102 106 108 98 97 95 106 106 107 87 100 102 Often under time-pressures in my everyday life 100 97 100 98 99 102 102 103 99 99 103 101 101 99 98 97 95 100 98 I like to try lots of different activities, rather than concen 103 103 103 101 100 100 101 97 98 100 97 99 99 98 98 98 100 95 95 Hosting The Olympics Is A Good Use Of Taxpayers' Mo 109 111 106 109 107 103 101 102 102 100 101 102 103 102 102 105 100 104 107 Staging 2012 will encourage more take up or actively pa 101 99 100 100 100 100 100 101 98 93 101 101 103 98 97 98 99 104 105 What I Want Most Is To Be Fit And Active 104 101 104 101 103 104 105 102 101 101 103 104 105 101 101 101 106 103 102 I Do A Lot To Keep In Shape 109 99 111 99 108 110 112 102 95 93 106 107 109 94 94 93 112 100 97

Name 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 About the segments Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phyllis Frank Elsie/Arnold Gender Male 187 187 0 0 0 219 0 0 219 0 198 0 111 2 198 11 125 230 22 Female 0 0 216 214 184 0 184 184 0 184 0 202 89 201 0 191 81 0 160 Age Age 18-25 106 85 91 122 0 1 45 0 79 683 0 0 0 0 0 0 0 0 0 Age 26-35 87 150 107 44 110 111 117 72 83 105 157 144 1 191 11 2 0 0 0 Age 36-45 49 46 306 0 87 105 112 122 93 70 218 85 11 109 39 29 0 0 0 Age 46-55 00001407826139177191231382610810710400 0 Age 56-65 0000302188013203268210831251152541256 Age 66+ 0000 0000 0000550751210 99 100 101 With children 77 136 66 119 0 72 154 153 105 148 202 7 16 154 117 63 76 109 108 Origin groups English, Welsh, Scottish, NI, British 108 89 109 95 102 103 105 106 89 93 100 102 106 93 96 96 101 100 100 Irish (RoI) 102 97 100 102 99 96 99 105 100 103 98 95 88 108 113 120 77 101 112 Other White 88 115 91 104 109 100 97 80 109 104 101 107 81 113 96 114 116 86 98 Indian 88 122 83 105 107 104 87 88 124 75 109 89 58 147 127 74 109 131 80 Pakistani 57 166 44 128 56 63 48 66 215 165 89 57 32 201 179 114 78 117 103 Bangladeshi 46 147 45 164 48 45 42 61 198 257 66 55 28 242 148 186 64 85 127 Chinese 76 123 77 125 126 100 99 78 102 95 115 116 69 108 90 89 124 107 84 Other Asian 78 132 78 110 94 94 84 76 137 113 107 92 62 137 116 102 124 100 87 Black Carribean 67 122 70 145 88 64 62 92 149 177 72 82 54 178 117 199 57 106 120 Black African 55 156 50 138 60 53 51 76 193 203 68 60 27 229 151 191 45 87 136 Arab 82 147 70 95 75 90 62 59 181 123 103 80 56 143 137 119 137 95 83 Other 60 107 82 158 97 58 82 95 122 195 66 88 56 196 110 174 73 87 121 Totals % of population 4.94 5.37 4.71 4.25 4.55 8.83 4.39 4.88 5.93 3.74 8.65 6.07 6.77 4.91 3.69 2.12 4.22 4.01 7.97 Absolute numbers 1,989,287 2,162,891 1,896,625 1,711,607 1,829,866 3,554,150 1,766,560 1,965,002 2,386,568 1,507,276 3,480,166 2,444,113 2,723,835 1,976,776 1,484,513 854,962 1,700,496 1,612,960 3,206,387 Sporting behaviour and KPIs Sport only (30 minute, moderate intensity sessions) Has done any sport in the past month 116 101 97 79 102 117 107 88 84 75 130 111 96 80 75 65 122 105 81 Plays sport at least once a week 124 104 92 72 99 126 104 85 84 70 145 108 94 75 69 57 126 104 78 Plays sport at least 2 times a week 130 109 88 65 99 130 102 82 86 63 152 106 91 73 72 51 129 117 69 Plays sport at least 3 times a week (the 1 million indicator) 140 110 81 61 96 134 100 79 88 64 162 103 87 70 74 47 129 127 63 Sport and physical recreation measures At least 3 sessions of sport/exercise per week (KPI 1) 129 100 94 64 106 121 105 88 79 64 138 115 96 73 68 55 132 115 68 Plays sport or physical activity at least 3 times per week (NI8 129 100 94 64 106 121 105 88 79 64 137 115 96 73 68 58 128 118 69 Plays sport or physical activity at least 3 times per week (2 m 121 100 95 74 105 117 102 89 84 74 122 113 101 79 74 73 124 104 80 Plays sport or physical activity at least 5 times a week 126 102 91 73 106 117 99 89 85 75 123 114 98 81 75 71 126 102 79 Organised sport Volunteering - any in the past 4 weeks 121 109 93 69 88 134 94 94 89 66 170 90 102 58 80 41 139 133 53 Volunteering - 1 hour per week (KPI 2) 126 112 90 62 80 147 83 87 101 62 181 83 106 52 84 33 137 145 49 Club - Member to play sport (KPI 3) 132 100 91 66 103 132 100 78 87 53 138 106 109 64 77 54 128 112 72 Received sport tuition or coaching in the past year (KPI4) 112 78 114 75 120 105 117 91 61 73 109 140 95 81 48 68 132 66 93 Taken part in competition in the past year (KPI5) 158 114 73 44 76 177 79 58 108 38 191 77 108 44 86 32 138 145 48 Taken part in any organised sport (club, tuition, competition) 121 96 99 71 104 123 105 83 83 63 129 113 105 71 73 60 126 104 78 Motivations, barriers and satisfaction with sporting experience Change in participation in past 12 months Have participated MORE 111 97 94 98 107 93 118 100 77 108 113 104 90 108 78 83 99 96 103 Have participated LESS 93 98 99 116 95 93 100 107 105 117 89 98 84 121 118 114 96 91 108 Have paratipated SAME 105 102 105 79 97 108 90 99 107 94 104 97 114 86 99 88 108 109 89 BARRIERS - Reasons for doing less (for those doing less) Health/injury/disability 90 150 94 75 93 94 65 120 129 104 67 82 113 103 134 155 95 102 103 Work commitments 115 88 87 116 98 130 85 76 115 75 169 112 66 89 72 42 182 73 55 Lack of time 102 122 89 96 95 107 112 100 97 79 115 114 118 98 47 43 124 88 89 Family 46 45 155 129 104 56 174 117 31 164 119 157 53 124 10 45 87 77 119 Other (left school, no opportunity, economy/work) 109 109 99 81 108 92 89 103 107 99 97 110 99 100 98 79 112 98 93 MOTIVATIONS - Reasons for doing sporting activity - totals To keep fit 108 95 117 88 133 110 119 102 77 67 113 136 108 94 60 61 145 100 77 To lose weight 58 76 133 142 146 69 129 116 50 105 101 180 91 132 30 60 136 74 92 To take children 49 80 70 186 18 70 165 143 52 122 197 48 69 115 74 67 117 118 84 To meet with friends 135 109 75 76 93 153 89 77 122 60 150 81 107 61 101 55 140 116 73 To train/take part in competition 155 108 69 65 97 213 68 40 153 21 201 59 110 12 108 25 162 154 47 To improve performance 181 112 60 45 119 199 73 51 107 45 170 92 112 52 65 38 198 111 46 Just enjoy it 114 107 93 85 105 129 104 89 106 66 134 105 109 75 89 49 144 119 70

Name 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 To help with injury/disability 41 139 100 102 109 75 115 92 129 96 36 111 133 82 98 147 133 78 92 What would encourage you to do more sport (for those Longer opening hours 77 87 106 133 158 81 79 100 99 111 90 124 73 173 65 121 80 79 132 Better facilities (eg café) 96 109 92 99 107 68 132 105 99 100 79 106 117 97 79 148 125 97 79 Better playing facilities 101 140 46 90 107 94 67 79 149 127 122 80 92 85 116 81 138 122 51 People to go with 87 111 96 102 130 91 69 102 111 115 78 119 89 110 136 126 94 77 120 Improved transport, etc 123 100 70 101 75 90 106 88 91 153 86 94 129 79 94 109 82 98 118 Help with childcare 14 36 86 269 6 37 184 138 30 183 154 11 28 222 144 80 0 0 0 Less busy 102 92 114 97 108 116 106 97 95 71 120 112 88 102 78 56 114 83 98 Cheaper admission 90 88 106 121 95 59 79 114 106 169 78 98 95 152 105 126 96 113 96 More free time 126 90 123 71 87 157 99 74 105 51 124 95 91 113 79 46 88 114 102 Satisfaction (red is low, amber medium, green high) 1 Performance Low Low Low Low Low Low Low Low Low Medium Medium Medium Medium Medium Medium High High High High 2 Exertion & Fitness High High Medium Medium High High High High Medium High High High High High High High High High High 3 Release & Diversion High High High High High High High High High High High High High High High High High High High 4 Social Aspects High High High High High High High High High High High High High High High High High High High 5 People & Staff Medium Medium Medium Medium High Medium Medium High Medium Medium High High High High High High High High High 6 Ease of Participation Medium Low Medium Low Medium Medium Medium Medium Medium Medium Medium Medium High Medium Medium High High High High 7 Facilities Low Low Low Low Low Low Low Medium Low Medium Low Low Low Medium Low Medium Low Low High 8 Coaching Low Low Low Low Low Low Low Medium Low Medium Low Medium Low Medium Low High Low Low High 9 Officials Low Low Low Low Medium Low Medium Medium Medium Medium Medium Medium Medium Medium Medium High High High High 10 Value for Money Low Low Low Low Low Low Low Medium Low Medium Medium Medium Medium Medium Medium High High High High Sports that are currently played (once a month or more) Individual sports Angling 146 195 33 27 28 198 16 21 345 23 194 13 105 14 267 27 124 209 33 Archery 199 188 12 17 8 198 3 13 352 0 176 6 132 11 335 17 104 238 25 Athletics 116 95 105 69 102 145 119 67 60 48 215 93 65 63 68 17 161 132 36 Badminton 130 103 81 87 91 151 87 79 77 68 173 109 90 62 58 25 135 107 70 Baseball/softball 150 137 54 58 113 145 51 114 82 49 236 94 24 88 148 0 92 143 86 Basketball 184 148 21 71 48 170 41 47 200 95 273 37 40 77 125 0 72 253 42 Bowls 194 184 26 0 100 110 65 62 208 22 63 72 193 52 111 117 99 145 78 Boxing 178 155 37 37 44 170 61 33 204 91 271 67 40 57 72 26 85 314 0 Canoeing and Kayaking 147 135 78 26 76 183 88 49 94 47 260 69 79 36 47 10 209 110 11 Cricket 207 153 21 25 30 258 30 38 125 22 303 23 73 21 112 14 160 164 21 Cycling 144 96 91 49 84 164 93 68 86 41 204 83 96 45 75 25 149 151 36 Dance Exercise 17 0 194 158 172 13 157 123 10 166 16 190 85 149 8 81 108 29 131 Equestrian 18 13 221 83 198 25 165 99 10 71 52 214 76 96 18 51 219 10 56 Football 205 172 13 22 18 242 19 22 197 45 344 15 41 24 111 19 115 207 33 Golf 225 122 29 14 41 254 24 22 151 4 206 47 147 14 103 17 162 159 22 Gymnastics and Trampolining 90 30 147 98 151 46 139 107 44 129 81 178 65 120 13 58 142 84 76 Hockey 134 48 127 48 107 141 105 87 58 28 255 102 51 51 23 0 199 49 51 Mountaineering 167 98 63 69 61 205 52 52 111 52 275 68 80 22 41 12 215 106 9 Netball 7 0 181 203 158 7 198 140 7 106 17 244 66 129 0 20 128 21 120 Rounders 60 34 157 146 108 37 149 139 43 135 78 176 53 159 51 92 117 73 100 Rowing 154 106 76 53 94 194 93 31 69 29 199 118 68 43 67 28 212 110 10 Rugby League 216 130 20 29 47 242 18 23 198 43 361 0 38 12 99 18 87 340 0 Rugby Union 256 106 19 4 14 298 22 23 111 13 318 29 47 28 125 0 206 110 14 Sailing 103 90 139 24 93 214 57 43 60 21 191 61 157 22 57 17 180 147 15 Shooting 222 96 46 16 26 259 23 15 181 0 232 21 143 5 148 7 155 182 15 Snowsport 131 79 118 35 107 180 104 33 53 33 219 130 79 14 42 0 174 165 10 Squash and racketball 193 126 44 32 36 251 38 38 111 35 293 37 83 25 69 6 178 161 9 Swimming 73 60 141 106 118 83 135 110 53 91 92 137 96 99 48 77 122 77 96 Table Tennis 153 141 75 17 94 164 45 46 151 40 164 90 110 54 82 42 123 108 78 Tennis 155 87 90 44 123 144 106 62 43 56 175 124 88 44 49 38 200 64 42 Volleyball 108 108 67 131 102 184 57 40 129 63 248 82 46 89 56 8 180 112 38 Weightlifting 173 230 12 13 57 164 29 36 251 33 220 37 81 49 191 24 117 173 49 Groups of sports Keep fit and gym (group) 98 88 113 91 120 91 124 100 64 83 99 140 88 95 52 77 115 62 109 Motor sports (group) 171 193 34 12 23 245 10 17 204 36 252 8 93 44 174 16 136 220 10 Martial arts/combat sports (including judo, taekwondo and fe 174 159 38 38 72 134 81 73 158 68 154 98 83 73 92 79 113 49 116 Other water sports (including swimming, sailing, angling) (gro 182 67 80 45 68 210 81 45 77 29 233 80 75 29 111 10 157 116 48 Rollersports (group) 183 134 34 61 65 129 91 101 95 141 185 107 54 97 48 35 128 126 65 Winter sports (including skiing and snowboarding) (group) 92 94 101 119 105 98 112 104 50 156 151 103 46 131 97 20 52 121 126 Types of sports (includes individual and groups above) Indoor sport 102 88 110 91 112 97 121 100 67 85 108 130 91 93 56 76 118 73 100

Name 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Outdoor sport 131 97 96 61 95 149 97 69 85 51 180 90 103 48 87 29 154 143 37 Individual sport 107 87 110 83 107 113 112 91 75 74 128 115 98 79 70 61 128 99 79 1 vs. 1 sport 166 119 66 39 88 167 79 56 100 54 167 92 107 50 76 59 119 119 75 Team sport 190 155 29 34 39 217 43 37 159 48 309 35 48 34 103 19 132 162 43 Sports/Leisure hall environment (incl. pool) 108 95 103 86 113 100 118 95 73 81 112 131 88 91 57 73 115 68 105 Outdoor pitch 159 95 79 52 105 144 99 70 65 65 194 110 76 53 58 33 188 79 44 Water 83 66 133 98 112 93 128 103 61 85 103 127 99 91 63 71 123 92 87 Specialised 134 94 98 54 91 167 76 54 103 43 185 76 125 32 94 22 161 154 26 Non Specific 130 98 95 62 91 154 102 68 80 49 203 87 88 52 75 23 148 150 38 Latent demand Would you like to do more 93 96 104 107 101 99 107 100 92 102 114 108 88 101 86 82 107 95 97 Percentage of segment that would like to do more of the following Angling 108 399 0 0 0 171 0 0 465 30 161 0 136 11 418 22 140 213 8 Archery 54 239 38 157 59 134 58 39 229 148 83 81 128 95 137 129 70 191 79 Athletics 84 79 112 119 100 107 113 96 87 75 139 77 82 96 157 26 87 164 79 Badminton 94 101 96 116 98 100 99 106 97 99 117 117 74 103 73 66 132 88 79 Baseball/softball 253 186 0 0 0 206 0 0 411 0 0 0 0 529 0 0 0 459 0 Basketball 144 190 34 85 83 111 75 84 159 119 213 69 14 106 117 0 70 345 0 Bowls 379 0 0 0 47 91 0 62 456 0 54 43 223 50 211 128 91 157 79 Boxing 108 287 23 63 53 116 59 53 231 199 192 0 114 41 315 0 0 184 141 Canoeing and Kayaking 196 96 64 38 67 203 49 13 185 36 208 69 113 30 39 31 199 131 0 Cricket 186 255 9 9 15 241 0 0 290 41 219 4 105 5 329 0 123 224 17 Cycling 99 101 102 97 81 154 78 71 120 60 168 76 103 57 100 38 118 138 65 Dance Exercise 15 0 174 169 154 0 191 114 0 208 15 188 88 142 0 115 93 0 157 Equestrian 15 15 188 124 186 12 182 99 9 90 22 176 98 137 31 66 120 44 112 Football 211 188 16 26 15 237 10 17 268 25 245 13 61 16 290 22 55 295 38 Golf 200 200 30 0 29 261 29 18 180 0 191 33 147 15 166 22 157 141 31 Gymnastics and Trampolining 41 20 162 137 109 38 88 170 19 296 75 165 0 192 62 0 120 66 101 Hockey 63 93 124 110 126 67 123 129 40 104 120 156 95 34 88 0 149 61 79 Mountaineering 153 147 51 77 54 234 69 38 97 13 233 44 101 44 56 0 80 328 0 Netball 0 0 173 192 142 3 160 159 0 192 0 180 42 225 0 91 35 0 206 Rounders 0 0 133 274 61 0 90 240 117 227 104 101 0 265 0 0 0 0 0 Rowing 224 101 48 25 79 213 46 21 152 0 246 30 110 39 51 0 155 153 26 Rugby League 213 209 8 17 18 240 52 23 171 66 231 45 27 29 304 0 120 263 0 Rugby Union 244 151 19 8 7 283 10 0 229 0 225 21 125 9 185 0 102 251 21 Sailing 379 0 0 0 61 235 67 40 88 0 213 59 132 13 33 52 205 123 0 Shooting 190 279 0 0 21 329 31 28 41 0 164 37 149 32 207 0 124 204 26 Snowsport 156 143 75 28 85 219 59 15 99 42 208 57 77 50 107 67 181 108 28 Squash and racketball 137 160 70 48 60 181 58 57 166 35 229 48 80 37 126 12 168 92 47 Swimming 61 65 131 127 114 60 118 127 75 126 62 118 98 131 74 123 99 70 116 Table Tennis 126 310 30 0 65 152 27 24 304 35 77 50 164 91 152 159 60 124 121 Tennis 107 78 106 100 122 102 112 87 59 94 114 119 80 96 61 88 138 56 91 Volleyball 40 88 126 144 77 100 57 119 124 193 83 81 66 141 182 143 0 0 0 Weightlifting 108 319 38 0 36 171 52 0 342 0 166 27 66 0 546 0 209 0 59 Groups of sports Keep fit and gym (group) 47 76 138 122 118 63 118 126 70 117 71 122 81 127 76 145 78 60 139 Motor sports (group) 228 223 0 0 34 214 25 0 296 0 255 41 76 54 35 0 120 131 67 Martial arts/combat sports (excluding judo, taekwondo and fe 129 171 64 62 57 144 59 50 210 125 156 47 96 78 150 124 40 131 135 Otherwater sports (excluding swimming, sailing, angling) (gro 253 93 33 23 31 197 100 41 179 0 219 59 108 38 50 0 93 306 0 Rollersports (group) 172 127 48 75 88 121 55 82 169 94 122 143 29 62 241 0 0 459 0 Winter sports (excluding skiing and snowboarding) (group) 98 54 120 106 63 69 174 135 46 177 108 127 82 127 0 40 0 459 0 Types of sports (includes individual and groups above) Indoor sport 77 89 114 115 109 74 112 117 85 119 79 114 91 120 81 118 94 73 118 Outdoor sport 133 116 79 79 83 149 81 67 128 65 164 70 99 59 141 38 121 147 58 Individual sport 74 81 122 110 105 92 105 106 90 101 95 105 101 104 88 100 106 88 101 1 vs 1 sport 90 93 108 105 102 98 103 101 95 99 102 101 98 102 93 93 103 97 99 Team sport 183 161 38 48 46 178 43 47 219 66 213 33 70 39 245 23 90 227 43 Sports/Leisure hall environment (incl pool) 82 104 106 110 103 83 105 111 97 117 93 109 84 113 92 118 82 81 125 Outdoor pitch 161 130 61 63 82 143 75 64 144 79 160 72 78 62 183 53 108 148 68 Water 74 69 124 119 110 70 113 120 84 119 71 114 99 124 79 117 102 77 110 Specialised 101 99 101 98 99 102 100 98 101 98 105 99 98 100 97 92 103 100 97 Non Specific 97 100 103 98 88 139 89 76 113 63 150 79 105 67 117 43 116 135 69

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Name 12345678910111213141516171819 About the segments - detail Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phylli Frank Elsie/Arnold Single 96 102 99 103 120 105 77 74 107 115 84 95 81 117 122 162 78 72 126 Married 136 83 110 69 70 93 135 140 89 77 113 105 115 86 82 50 121 128 75 Owner occupied 140 52 145 65 122 131 133 118 50 15 127 122 125 66 41 31 131 107 80 Private rented 32 178 18 172 135 55 34 111 168 120 52 78 77 144 186 182 15 127 132 Council/HA rented 6 221 2 166 5 1 2 30 258 406 6 20 7 223 311 353 2 72 166 Employed full-time/Other 132 100 98 65 105 150 58 52 129 41 139 74 96 98 99 38 92 118 95 Student/Unemployed 77 120 61 144 60 22 18 23 125 490 6 32 110 7 277 555 60 44 149 Employed part-time/Housewife 27 50 207 130 94 15 185 197 45 168 19 221 94 151 42 86 1 0 203 Retired 0 359 0 0 165 85 24 68 162 87 1 7 260 0 62 555 102 96 101 Household without children 112 81 118 90 285 152 0 3 91 11 72 126 123 85 95 110 101 100 100 Household with children 77 136 66 119 0 72 154 153 105 148 202 7 16 154 117 63 76 109 108 Mosaic information A Symbols of Success 181 0 218 0 147 184 177 33 0 0 154 197 98 0 2 12 382 0 1 B Happy Families 123 68 93 122 62 120 190 174 26 15 194 101 94 41 17 14 135 85 89 C Suburban Comfort 142 39 174 47 140 158 153 80 21 4 97 126 209 24 17 10 34 151 109 D Ties of Community 59 153 34 155 91 47 26 180 170 107 99 86 81 147 110 80 13 153 119 E Urban Intelligence 85 122 77 115 202 148 109 60 32 11 116 120 117 50 60 109 63 136 102 F Welfare Borderline 2 213 2 179 74193143353122301238356128189 G Municipal Dependency 0 245 0 144 0 0 0 14 257 438 1 13 0 245 327 339 2 71 166 H Blue Collar Enterprise 30 197 4 166 18 5 0 113 250 287 40 28 10 227 279 230 4 140 131 I Twilight Subsistence 31 179 9 180 36 21 0 134 229 233 30 43 36 124 281 380 2 78 163 J Grey Perspectives 147 45 140 71 209 139 91 115 14 2 90 118 197 31 31 57 107 101 96 K Rural Isolation 171 1 226 2 197 183 148 13 0 0 150 199 105 1 1 0 373 3 4 Mosaic Origins English 108 88 110 95 102 103 106 106 89 93 100 102 107 92 96 95 100 101 99 Celtic 109 91 106 95 101 104 104 102 92 95 101 101 101 97 98 103 104 96 100 Irish 102 97 100 102 100 96 100 105 100 103 98 95 88 108 113 120 78 101 111 Western European 99 95 111 95 114 108 112 84 89 90 101 111 95 98 88 108 123 86 95 Pakistani 57 166 44 128 56 63 48 66 215 165 89 57 32 201 179 114 78 117 103 Eastern European 75 137 69 116 106 93 76 75 132 119 105 106 63 120 112 114 84 85 116 Italian 91 105 102 102 110 102 103 83 102 100 103 109 79 115 88 113 109 92 99 Hindi 88 125 83 102 110 106 90 84 120 75 104 94 60 152 119 74 120 120 79 Hispanic 78 124 87 110 106 85 88 83 125 125 87 97 66 151 106 140 94 90 108 Sikh 91 115 82 111 100 101 84 96 131 74 119 80 56 130 144 75 86 160 78 Other Muslim 82 147 70 95 75 90 62 59 181 123 103 80 56 143 137 119 137 95 83 Black African 55 156 50 138 60 53 51 76 193 203 68 60 27 229 151 191 45 87 136 Bangladeshi 46 147 45 164 48 45 42 61 198 257 66 55 28 242 148 186 64 85 127 Chinese 76 123 77 125 126 100 99 78 102 95 115 116 69 108 90 89 124 107 84 Other East Asian 78 115 93 114 118 96 94 73 110 114 98 102 67 136 104 119 113 92 97 Greek / Greek Cypriot 110 108 98 81 117 125 106 67 94 66 106 112 86 100 89 104 138 90 85 Turkish 76 153 64 101 64 77 64 71 177 155 96 72 47 171 142 130 93 100 103 Jewish / Armenian 120 80 127 72 123 125 117 73 76 68 108 123 95 76 80 109 176 71 74 Tamil And Sri Lanka 77 150 64 104 77 99 82 84 149 93 132 84 59 110 127 73 139 103 78 Somali 54 160 49 134 60 48 42 57 217 209 61 68 35 237 139 173 74 88 120 Black Caribbean 67 122 70 145 88 64 62 92 149 177 72 82 54 178 117 199 57 106 120 Sporting behaviour and KPIs Sport indicators Sport (0 days in past 28) 68 95 110 139 100 76 95 115 117 130 77 96 103 113 116 123 92 99 106 Sport (1-11 days in past 28) 104 98 104 88 102 116 107 90 82 76 132 111 99 79 68 64 124 92 85 Sport and physical activity

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Name 12345678910111213141516171819 About the segments - detail Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phylli Frank Elsie/Arnold Sport and physical activity (0 days in past 28) 64 99 104 153 97 69 91 116 129 147 71 90 101 120 127 136 89 100 108 Sport and physical activity (1-11 days in past 28) 104 100 103 88 98 115 106 93 88 79 129 108 101 81 73 64 127 91 84 Walking indicators Walking - any in past 28 days 99 96 104 98 104 100 105 101 89 94 105 108 101 95 86 84 113 97 92 Walking - any 30 mins moderate intensity in past 28 days 116 98 99 77 106 115 103 92 83 74 127 115 96 81 73 62 130 95 80 Walking - recreational - 30 mins moderate in past 28 days 107 87 115 73 112 113 106 95 70 65 124 121 102 73 66 59 134 96 76 Walking - non recreational - 30 mins moderate in past 28 da 123 107 86 82 97 118 99 84 101 89 131 107 87 89 86 69 122 87 90 Cycling indicators Cycling - any in past 28 days 142 113 82 51 82 161 88 69 98 46 197 79 96 49 89 28 135 157 44 Cycling - any 30 mins moderate intensity in past 28 days 144 96 92 49 84 165 94 68 85 42 205 83 96 44 75 22 147 154 36 Cycling - recreational - 30 mins moderate in past 28 days 144 96 92 49 84 165 94 68 85 42 205 83 96 44 75 22 147 154 36 Cycling - non recreational - 30 mins moderate in past 28 da 163 107 64 62 71 175 68 51 145 32 210 69 89 45 103 45 139 145 47 Club membership Club - Member 132 100 91 66 103 132 100 78 87 53 138 106 109 64 77 54 128 112 72 ClubType - Health/fitness 107 78 114 85 120 102 121 93 65 62 113 142 89 83 50 58 135 74 87 ClubType - Other 125 122 73 89 101 134 74 68 117 74 113 98 134 60 86 80 135 110 68 ClubType - Social 131 142 72 58 82 135 79 72 144 64 105 79 128 77 124 95 102 109 94 ClubType - Sports 171 119 63 38 76 186 70 53 110 30 185 74 125 34 87 32 146 138 45 Culture and arts In the last 12 months, have you done any of these activities? Spend time with friends/family 98 91 108 103 107 99 106 103 88 95 101 107 102 100 85 97 105 96 99 Read 90 74 136 100 121 93 118 114 64 91 87 114 107 104 77 103 109 89 100 Listen to music 101 95 104 99 105 100 104 99 91 100 104 108 97 98 90 98 104 95 100 Watch TV 104 95 98 104 104 100 100 101 98 94 102 99 98 101 101 99 99 100 101 Days out or visits to places 93 82 126 99 114 106 110 104 72 85 109 109 106 88 84 88 109 98 96 Eat out at restaurants 99 86 120 95 109 110 115 99 75 79 111 109 106 91 70 89 116 92 95 Go to pubs/bars/clubs 118 96 103 85 100 124 94 99 86 77 132 99 100 78 95 72 122 129 74 DIY 126 122 91 64 85 139 88 83 108 66 140 74 117 74 101 63 139 169 47 Gardening 103 78 137 82 118 111 109 107 73 62 103 105 117 88 83 79 121 107 85 Shopping 82 82 119 116 111 83 112 117 76 114 85 116 97 112 81 110 100 93 103 Sport/exercise 124 101 101 76 105 123 101 92 84 72 125 99 109 86 79 65 143 113 70 Arts and crafts 71 53 177 96 120 78 152 117 47 99 67 132 109 117 61 95 135 64 97 Play a musical instrument 140 122 78 64 109 144 96 63 109 29 167 78 106 49 118 45 175 93 61 Go to cinema 112 85 114 91 115 105 113 103 71 85 122 124 98 85 61 75 152 80 80 Visit museums/galleries 94 64 143 99 107 115 118 100 81 59 97 110 121 84 78 89 147 85 80 Theatre/music concerts 114 76 130 82 116 107 128 114 58 59 103 132 109 82 58 88 138 79 88 Play computer games 152 131 52 70 66 133 66 76 141 106 142 106 72 96 87 76 130 91 87 Internet/emailing 101 94 113 92 104 109 116 94 81 88 133 118 100 85 60 54 165 115 56 Visits to historic sites 104 75 146 76 109 120 115 102 80 45 105 116 123 75 72 76 142 99 76

Culture - CreativeArtisticTheatricalMusical12Months 99 82 119 83 113 105 113 99 72 67 105 122 107 82 63 82 129 74 92 Culture - Library12Months 82 88 115 111 112 78 121 110 78 110 88 110 103 103 85 102 110 92 96 Culture - MuseumOrGallery12Months 99 90 113 87 110 107 107 95 80 74 109 114 107 83 75 80 126 88 86 Sports that are currently played (once a month or more) Selection of sports with disciplines detailed below Athletics 116 95 105 69 102 145 119 67 60 48 215 93 65 63 68 17 161 132 36 Track and field 118 117 81 90 105 118 98 99 69 84 176 86 69 79 139 13 157 126 43 Running 117 94 106 67 101 146 119 66 60 47 217 94 65 62 65 16 164 132 35 Cricket 207 153 21 25 30 258 30 38 125 22 303 23 73 21 112 14 160 164 21 Match 170 242 13 - 45 233 36 - 200 - 293 - 50 20 271 - - - 228

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Name 12345678910111213141516171819 About the segments - detail Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phylli Frank Elsie/Arnold Nets/practice 199 179 17 18 17 217 52 22 204 61 358 - 78 - 84 - 75 330 - Football 205 172 13 22 18 242 19 22 197 45 344 15 41 24 111 19 115 207 33 Small sided (5 a side) 215 174 11 9 8 270 6 3 205 41 372 8 44 21 66 15 154 170 22 Outdoor - 11 a side 216 170 9 15 10 258 9 6 223 28 363 14 39 5 126 - 70 278 30 Swimming 73 60 141 106 118 83 135 110 53 91 92 137 96 99 48 77 122 77 96 Indoor 71 60 141 110 116 81 137 112 54 94 91 137 95 101 49 80 117 79 97 Outdoor 88 59 135 93 132 97 130 86 48 70 104 142 98 84 46 60 145 66 83 Keep fit and gym (group) 98 88 113 91 120 91 124 100 64 83 99 140 88 95 52 77 115 62 109 Gym 116 97 98 81 105 119 107 88 77 75 140 123 84 81 61 48 124 103 80 Aerobics 4 6 187 186 159 6 194 142 10 102 22 195 73 141 14 105 105 33 130 Aquafit etc - - 180 216 130 6 131 232 4 121 5 183 103 131 2 148 114 4 139 Fitness classes 13 17 204 122 183 23 168 114 17 74 26 204 96 98 18 99 145 19 108 Other keep fit and gym 89 110 109 86 111 94 110 100 80 101 95 114 88 114 72 109 96 55 126 Truetouch Responsiveness Responsiveness - Internet/E-mail 159 129 102 86 106 170 109 89 125 68 160 90 82 70 93 52 41 39 22 Responsiveness - Post 67 111 61 102 68 64 63 90 116 125 71 68 66 107 113 123 135 182 205 Responsiveness - Television ad 66 84 72 66 117 114 104 97 154 128 102 103 102 145 144 148 60 54 65 Responsiveness - Newspaper ad 48 39 46 24 88 101 70 58 72 33 125 121 152 89 122 115 207 181 154 Responsiveness - Magazine ad 80 65 112 74 126 97 123 92 76 82 88 126 110 110 85 122 116 92 126 Preferred information channels Information Channels - Internet 228 162 123 89 100 201 112 85 118 58 153 70 74 47 69 33 18 15 7 Information Channels - Telephone 94 69 108 55 148 161 170 132 93 76 139 129 83 81 68 64 65 44 41 Information Channels - SMS Text 236 263 148 193 95 141 90 80 168 159 79 40 25 58 62 43 7 10 7 Information Channels - Interactive TV 139 136 106 107 98 140 130 127 138 121 129 83 65 80 85 55 38 48 31 Information Channels - Face to Face 76 89 83 99 90 76 82 98 96 104 91 104 113 119 117 126 107 122 132 Information Channels - National Newspapers 142 155 101 118 77 109 75 73 136 107 103 74 84 93 128 100 72 91 71 Information Channels - Local Papers 36 64 40 75 60 42 49 86 94 108 67 83 112 155 158 184 108 197 242 Information Channels - Magazines 138 107 114 87 91 118 93 74 92 72 113 95 108 74 95 77 129 107 83 Preferred service channels Service Channels - Internet 147 107 120 75 129 179 147 112 93 58 146 104 105 61 68 42 39 32 19 Service Channels - Telephone 104 88 109 83 124 131 136 119 93 82 125 123 121 96 91 84 56 46 43 Service Channels - Mobile 134 109 141 97 148 156 164 120 82 74 115 113 110 77 68 60 29 23 21 Service Channels - Post 136 54 151 59 120 128 127 66 36 27 122 157 180 57 54 56 157 62 58 Service Channels - Face to Face 53 70 65 87 77 56 67 90 84 101 76 103 110 131 121 148 137 165 196 Decision styles Decision Styles - Accepting 59 82 72 99 79 58 69 85 87 106 70 95 102 127 115 148 141 153 197 Decision Styles - Adamant 81 82 57 55 66 93 60 60 85 48 112 90 152 82 134 98 187 187 138 Decision Styles - Experiential 216 240 133 185 73 115 68 69 144 132 79 42 51 59 90 58 43 69 49 Decision Styles - Perfectionist 90 86 89 80 101 103 101 100 97 85 107 107 109 101 104 102 111 108 105 Decision Styles - Inquiring 159 150 64 61 60 156 59 51 138 50 145 57 106 54 132 61 116 132 59 Decision Styles - Intuitive 91 96 115 125 109 82 107 113 92 124 84 108 93 118 93 118 84 81 107 Mosaic Linked Variables AB Upper Middle and Middle class 130 81 140 83 124 131 143 98 64 54 116 121 122 62 59 61 143 86 78 C1 Lower Middle class 111 94 112 96 110 111 112 102 87 79 107 108 111 86 83 83 112 99 93 C2 Skilled Working class 92 104 89 107 96 96 91 110 112 111 104 98 96 112 110 108 84 105 103 D Working class 79 121 71 118 82 77 68 104 134 145 89 84 78 135 136 134 63 106 111 E Lowest level of subsistence 74 109 69 105 75 70 66 88 122 138 76 79 80 125 134 136 77 108 126 Household Income Under £7,499 59 111 50 105 63 53 45 78 122 140 62 62 58 125 133 134 51 93 112 Household Income £7,500-£13,499 74 101 69 99 78 74 68 91 112 120 81 81 80 113 116 115 74 101 105

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Name 12345678910111213141516171819 About the segments - detail Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phylli Frank Elsie/Arnold Household Income £13,500-£24,999 96 99 95 101 100 100 97 105 102 97 104 101 101 101 98 96 96 103 98 Household Income £25,000-£49,999 128 94 134 99 127 134 138 118 84 71 129 125 127 82 77 76 123 101 92 Household Income £50,000+ 192 91 216 93 175 192 221 119 59 43 157 170 167 56 52 56 221 92 81 Jobseeker's Allowance 79 144 69 133 79 68 59 94 146 165 77 76 67 148 152 150 53 98 112 Working Family Tax Credit 85 116 79 115 88 85 78 107 128 134 96 91 87 129 129 127 73 109 113 Deprivation Index of Multiple Deprivation 87 137 77 132 90 80 71 108 146 158 91 88 82 147 149 149 69 114 124 Deprived in Income 98 191 85 179 101 89 76 133 212 247 105 103 91 216 226 223 75 146 168 Deprived in Employment 80 138 72 130 83 76 67 104 152 174 86 85 79 155 162 159 68 114 127 Deprived in Living Environment 203 285 184 273 204 180 162 217 276 279 193 191 179 275 270 271 162 221 229 Deprived in Education, Skills and Training 144 285 122 273 153 137 115 221 338 393 172 163 141 345 360 356 108 239 271 Deprived in Health and Disability 76 422 93 347 40 13 67 89 554 746 26 86 -80 581 632 631 171 121 265 Deprived in Crime 127 353 137 286 62 33 82 53 378 483 18 69 -73 389 408 416 118 41 135 Health and diet Private medical insurance 124 91 131 92 120 125 134 102 83 75 114 120 122 82 80 81 142 99 94 Good health 106 98 108 98 105 107 108 102 95 92 105 104 104 94 93 93 106 97 94 Poor health 78 110 73 107 81 75 71 92 120 131 82 83 83 123 128 129 78 108 120 Permanently sick 67 121 60 115 70 64 57 91 139 161 74 74 69 143 151 150 62 106 123 Obesity 73 131 65 125 76 69 61 100 150 175 81 79 70 153 161 159 60 108 124 Depression 82 120 75 116 85 77 71 96 128 140 84 86 86 132 139 140 79 116 133 Heart Failure 82 99 75 100 86 78 73 93 110 116 84 89 100 116 128 136 97 133 160 Stroke 85 96 80 97 89 83 79 93 107 112 87 92 103 111 122 128 104 129 150 High Blood Pressure 103 101 103 104 104 103 104 106 106 95 107 109 107 105 100 100 117 110 106 High Cholesterol 101 97 96 100 99 98 94 107 99 88 104 102 108 97 93 92 96 114 102 Bone, Muscle, Joint problems 109 96 114 98 111 114 116 104 92 82 111 113 114 92 89 90 123 102 104 Heavy smokers 74 127 66 120 78 70 63 97 141 161 80 79 72 142 146 142 65 103 107 Good diet 118 90 124 90 114 118 124 97 79 72 108 112 115 78 76 77 128 93 88 Bad diet 85 111 82 109 87 85 81 100 121 131 92 89 83 122 124 122 77 99 104 Deliberately change diet for health/appearance 116 95 121 96 112 116 123 101 91 88 109 112 111 90 89 89 127 96 91 Eat Less than 1 Portion of Fruit or Veg a Day 83 112 77 111 86 83 76 106 128 141 93 89 87 130 135 135 73 113 121 Eat More than 5 Portions of Fruit and Veg a Day 109 84 115 86 107 111 118 96 81 76 105 108 111 80 79 79 123 95 90 I Don't Have Time To Prepare & Cook Food 84 106 81 104 87 84 81 95 116 124 88 90 88 118 122 123 91 105 115 I Consider My Diet To Be Very Healthy 107 92 109 93 105 106 109 98 89 85 102 106 112 88 88 89 116 104 100 I Have Health Problems And Have To Watch What I Eat 97 102 95 102 98 97 95 102 106 109 99 100 103 107 109 108 99 110 111 Satisfied with own physical health \ fitness 102 99 102 99 102 102 102 101 97 94 102 102 103 97 95 95 102 101 98 Often under time-pressures in my everyday life 100 97 100 98 99 102 102 103 99 99 103 101 101 99 98 97 95 100 98 I like to try lots of different activities, rather than concentrati 103 103 103 101 100 100 101 97 98 100 97 99 99 98 98 98 100 95 95 Hosting The Olympics Is A Good Use Of Taxpayers' Money 109 111 106 109 107 103 101 102 102 100 101 102 103 102 102 105 100 104 107 Staging 2012 will encourage more take up or actively partic 101 99 100 100 100 100 100 101 98 93 101 101 103 98 97 98 99 104 105 What I Want Most Is To Be Fit And Active 104 101 104 101 103 104 105 102 101 101 103 104 105 101 101 101 106 103 102 I Do A Lot To Keep In Shape 109 99 111 99 108 110 112 102 95 93 106 107 109 94 94 93 112 100 97 Gym membership Private Gym Members 132 99 136 97 122 123 130 96 72 62 108 111 107 69 64 67 117 78 71 Public Gym Members 117 100 118 100 113 114 115 103 85 80 108 106 104 83 80 81 99 88 83 Private Gym Membership £70 + 164 102 177 91 141 137 159 71 45 35 97 115 102 39 35 47 159 45 42 Public Gym Membership Under £30 90 97 88 100 95 97 93 109 111 119 104 98 97 112 113 111 86 106 103 Other health issues Drink alcohol daily 114 83 121 85 112 115 124 95 79 73 106 113 116 78 78 79 138 98 93 Heavy/medium beer drinking 94 136 85 133 98 88 79 113 141 146 99 94 85 141 138 136 72 109 109 Diabetes Mellitus 82 111 75 110 85 78 72 98 122 129 87 87 88 124 128 129 79 115 124

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Name 12345678910111213141516171819 About the segments - detail Ben Jamie Chloe Leanne Helena Tim Alison Jackie Kev Paula Philip Elaine Roger/Joy Brenda Terry Norma Ralph/Phylli Frank Elsie/Arnold Rheumatic heart disease 96 94 93 94 95 94 92 96 97 96 95 99 111 98 102 103 107 119 121 Pulmonary disease & other 89 96 86 97 91 88 85 96 103 106 91 94 102 106 111 114 100 118 127 Acute upper resp.infections 86 115 81 114 89 87 81 107 126 134 97 91 84 127 126 123 71 101 102 Lung diseases ext. agents 85 95 80 95 88 81 77 88 99 100 83 89 98 102 109 114 99 118 132 Liver diseases 83 121 76 116 84 78 72 95 127 137 84 86 85 130 133 133 78 108 120 Lifestyle Car or van 102 91 104 94 103 106 108 104 94 92 107 106 107 95 94 93 107 103 100 Public transport 98 128 92 119 92 85 81 90 116 125 83 85 80 116 118 119 74 90 98 Walk 87 122 78 118 88 78 70 97 122 128 85 83 80 123 124 125 70 103 109 Antiques and fine art 118 89 125 90 116 119 128 97 83 77 109 117 121 82 82 82 144 100 96 Art 127 109 130 106 123 120 125 100 91 85 109 115 116 89 87 90 132 98 94 Books 107 102 107 101 106 106 106 101 97 95 103 104 104 97 96 97 106 100 99 Camping and caravanning 97 100 96 101 98 99 98 104 103 102 102 99 98 102 101 99 92 99 96 Cinema and films 107 114 105 113 108 105 102 107 106 104 106 101 96 105 102 102 88 95 94 Computer games 94 116 90 115 98 93 87 106 115 118 99 92 85 115 113 111 71 94 94 Cookery 105 102 105 101 105 105 105 102 99 97 103 103 103 98 97 97 103 99 98 Country pursuits 119 83 129 86 120 126 135 100 77 70 115 121 126 76 74 74 150 97 90 Crosswords and puzzles 92 100 90 99 92 91 90 96 104 108 93 94 94 105 107 107 92 101 104 Eating out 111 99 113 100 111 112 114 106 93 88 110 109 109 92 90 90 108 100 96 Gardening 106 84 111 87 105 111 116 101 87 84 107 110 113 87 87 86 122 102 97 Going to the pub 97 114 93 113 99 95 89 105 111 112 99 94 89 111 109 108 77 97 97 Theatre and the arts 133 98 140 98 127 131 139 106 82 72 119 124 126 80 77 79 140 100 93 Money, current affairs and legal 161 89 180 89 149 160 182 104 66 54 133 147 147 63 60 63 198 92 82 TV, Film and Entertainment 120 106 122 107 119 120 121 111 95 90 116 112 109 93 90 90 106 94 89 Media consumption Which 137 85 151 88 132 142 157 106 75 66 126 133 133 73 71 71 161 94 85 Women's Interests 140 85 153 87 134 143 158 106 72 62 127 134 136 70 68 69 165 96 87 DA I Read A Newspaper Most Days 99 93 101 93 98 100 103 97 96 97 99 102 104 97 98 97 111 102 101 Popular or midmarket daily newspaper 92 104 90 104 94 93 90 103 110 112 98 96 95 110 111 110 87 105 106 Broadsheet daily newspaper 123 89 130 88 118 120 129 93 72 63 107 113 116 70 68 70 137 88 82 Daily Mail 120 90 124 93 117 121 126 105 82 73 115 117 124 81 79 79 127 105 97 Daily Telegraph 146 75 164 77 138 150 171 99 61 51 127 142 149 60 59 60 196 100 89 Express 112 92 114 94 110 114 115 105 87 78 111 111 118 86 84 84 114 106 100 Guardian 158 135 157 128 148 138 139 110 91 78 119 125 124 86 80 86 132 96 88 Independent 149 122 152 117 141 136 142 106 88 77 118 125 125 84 79 84 142 95 88 Mirror 75 111 67 109 77 72 63 97 121 129 83 78 75 122 124 123 57 102 108 Observer 152 125 154 120 142 136 141 107 89 77 118 125 125 84 79 85 140 96 89 Daily Star 65 121 55 117 69 62 51 95 136 151 77 70 60 138 140 137 41 95 104 Sun 72 113 65 110 76 70 62 96 124 134 81 76 70 125 127 126 55 98 105 Times 153 97 167 96 144 149 166 103 73 63 126 138 139 70 68 71 178 94 87 BBC 1 - TV Channel - 1st Favourite 107 90 112 91 106 110 115 99 88 85 106 108 110 87 87 87 118 98 95 BBC 2 - TV Channel - 1st Favourite 116 93 119 93 114 112 117 96 83 75 104 111 117 82 81 85 133 104 102 ITV 1 - TV Channel - 1st Favourite 87 108 83 108 89 88 83 102 116 122 95 92 90 118 119 118 79 105 110 Channel 4 - TV Channel - 1st Favourite 105 107 105 105 103 101 102 98 101 102 99 99 95 101 101 103 99 94 98 Five - TV Channel - 1st Favourite 89 124 83 120 89 84 77 102 127 133 91 87 80 128 128 128 70 100 108 Heavy Users - How Often Access The Internet 116 97 119 97 114 115 119 102 85 79 109 109 109 84 81 82 112 93 88 Seen Advertising In The Underground in past week 140 118 142 110 127 124 129 96 83 76 106 114 116 80 77 82 126 90 86 Seen Poster Advertising In Shopping Centres/Malls in past 100 100 99 100 99 99 99 101 100 100 100 99 97 100 100 100 94 98 99 Seen Product Advertising In Clubs Or Pubs in past week 96 105 93 106 98 96 92 104 107 107 100 96 94 106 105 105 87 100 99 Seen Bus Stop/Shelter Advertising in past week 101 109 98 108 99 97 94 102 106 108 98 97 95 106 106 107 87 100 102

©Copyright Sport England 2010. Sport England assumes no responsibility for the completeness, accuracy and currency of the information contained in this report Page 24 of 26 Appendix Appendix This section contains details of the sports and disciplines included in the index and percentage tables

Individual sports and associated disciplines Angling: fishing, fishing - sea, wheelchair sports - fishing Archery: archery, wheelchair sports - archery Athletics: athletics - field, athletics - track, running - track, jogging, running - cross country / beach, running - road, running - ultra marathon Badminton Baseball and softball Basketball Bowls: bowls - crown green, bowls - flat green outdoor, bowls - flat green indoor, bowls - short mat, bowls - carpet Boxing Canoeing: canoeing, kayaking, kayaking - whitewater, canoe polo Cricket: cricket (outdoors) - match, cricket (indoors) - match, cricket (outdoor) - nets / practice, cricket (indoors) - nets / practice, cricket - other Cycling: bmx, cyclo-cross, mountain biking, cycling, recreational cycling Dance exercise: movement and dance Equestrian: horse riding, horse riding - dressage, horse riding - pony trekking, horse riding - show jumping, horse riding - three day eventing, polocrosse, trotting

Football: football (indoors) - small sided (e.g. 5-a-side), football (outdoors) - small sided (e.g. 5-a-side), football (indoors) - other, football (outdoors) - 11-a-side, football (outdoors) - other Golf: golf / pitch and putt / putting Gymnastics and trampolining Hockey: hockey - field Mountaineering: climbing - indoor, climbing - rock, mountaineering, mountaineering - high altitude, hill trekking, walking - hill walking, bouldering, mountain walking (uk), climbing - solo, climbing - sport Netball Rounders Rowing Rugby league: rugby league - 13 a side game, rugby league - tag rugby, rugby league - touch rugby, rugby league - other Rugby union: rugby union - 15 a side game, rugby union - sevens, rugby union - tag rugby, rugby union - touch rugby, rugby union - other Sailing: windsurfing or boardsailing, jet ski-ing, sailing - dinghy racing (inc. Multihull), sailing - dinghy cruising (inc. Multihull), sailing - keelboat racing, sailing - keelboat cruising, sailing - yacht racing (inc. Multihull), sailing - yacht cruising (inc. Multihull) Shooting: shooting, shooting - air rifle, shooting - clay pigeon, shooting - pistol

Snowsport: skiing, ski-ing - barefoot snow, ski-ing - extreme, ski-ing - free, ski-ing - grass or dry ski slope, ski-ing - mono, ski-ing - parachute, ski-ing - ribbing, ski-ing - speed, snowboarding Squash and racketball Swimming: swimming - deep water, swimming - open water, swimming / diving (outdoors), diving - deep water / free, swimming / diving (indoors), water polo Table tennis: table tennis and wheelchair sports - table tennis Volleyball: outdoors and indoors Weightlifting: weightlifting (olympic) - snatch / clean & jerk, powerlifting, paralympic - bench press, weight training (free weights) - for specific sport

Groups of sports Keep fit & gym: Aerobics, aquafit / aquacise / aqua aerobics, body attack, body balance, body combat / cardio kick, body jam, body pump, body step, body vive, boxercise, pilates, yoga, gym, body building, conditioning activities / circuit training, cross training, exercise (floor/standing/at home/flexibility classes), exercise bike / spinning class, exercise machine / running machine / treadmill, health and fitness, keep fit / keep fit / sit ups, powerlifting, powerlifting - special Olympians, rowing machine / indoor rowing, skipping, step machine, weight training (resistance machines) - for specific sport, weight training (free weights) - general fitness, weight training (resistance machines) - general fitness Appendix Motor sports: Auto cross, autotest, drag racing, go karting, karting, motor racing, motor sprints, motorcycling - drag/sprint, motorcycling - enduro, motorcycling - motocross, motorcycling - off road, motorcycling - rallying, motorcycling - sidecar racing, motorcycling - super moto, motorcycling - track racing, motorcycling - trail riding, motorcycling - trials riding, rally cross, rallying, road racing (motors), speedway Martial arts/combat: Aikaido, ju-jitsu, karate, kendo, martial arts, martial arts - Chinese, sombo, tai chi, tang soo do, wrestling Other water sports: body boarding, dragon boat racing, hockey - underwater, kite surfing, life saving, octopush, paragliding, rafting, snorkelling, sub aqua / scuba diving / scuba diving, surf life saving, surfing Rollersport: hockey - roller, roller blading / roller skating, skateboarding, skating - in-line Winter sports: Biathlon, bobsleigh, curling, hockey - ice, ice skating, luge, ski flying, tobogganing

Types of sport (format played, typical number of participants) Outdoor sport: angling, archery, athletics, baseball, softball, basketball, boccia, bowls (outdoor), canoeing, kayaking, cricket (outdoors), cycling (outdoor), equestrian, football (outdoor), golf, hockey, lacrosse, modern pentathlon, mountaineering, netball, orienteering, rounders, rowing, rugby league, rugby union, sailing, shooting, skiing, snowboarding, swimming (outdoors), tennis, triathlon, volleyball (outdoors), waterskiing, wheelchair rugby, motor sports, other watersports (apart from underwater hockey and life saving), biathlon, bobsleigh, luge, ski flying, tobogganing, rollersports group

Indoor sport: badminton, basketball, boccia, bowls, boxing, cricket (indoors), fencing, football (indoors), gymnastics, handball, judo, indoor climbing, dance exercise, netball, squash and racketball, swimming (indoors), water polo, table tennis, indoor volleyball, weightlifting, wrestling, keep fit and gym (group), other martial arts/combat, underwater hockey, life saving, curling, ice hockey, ice skating Individual sport: angling, archery, athletics, canoeing, kayaking, cycling, equestrian, golf, gymnastics, trampolining, modern pentathlon, mountaineering, dance exercise, orienteering, sailing, shooting, skiing, snowboarding, swimming, triathlon, waterskiing, weightlifting, keep fit and gym, motor sports, other water sports (apart from underwater hockey and octopush), biathlon, ice skating, luge, ski flying, tobogganing, rollersports group 1 vs 1 sport: badminton, boccia, bowls, boxing, fencing, judo, squash and racketball, table tennis, taekwondo, tennis, wrestling, martial arts/combat sports group Team sport: baseball/softball, basketball, cricket, football, handball, hockey, lacrosse, netball, rounders, rowing, rugby league, rugby union, water polo, volleyball, wheelchair basketball, wheelchair rugby, underwater hockey, octopush, bobsleigh, curling, ice hockey, roller hockey Sports hall environment (including pool): badminton, basketball, boccia, bowls, cricket (indoor), fencing, indoor football, gymnastics/trampolining, handball, judo, modern pentathlon, dance exercise, netball, squash/racketball, table tennis, taekwondo, indoor volleyball, weightlifting, wheelchair basketball, wrestling, keep fit and gym group, martial arts/combat sports, underwater hockey, life saving Water: angling, canoeing/kayaking, modern pentathlon, rowing, sailing, swimming, triathlon, waterskiing, other water sports (group) Non specific: athletics, cycling, mountaineering, orienteering, triathlon, motor sports, winter sports, rollersports

Outdoor pitch: baseball/softball, boccia, bowls, cricket, football (outdoors) Specialised: archery, wheelchair archery, track and field, boxing, equestrian (horse riding - dressage, horse riding - pony trekking, horse riding - show jumping, horse riding - three day eventing, polocrosse, trotting), golf, modern pentathlon, shooting, skiing/snowboarding, motor sports, other winter sports, roller sports

Truetouch definitions - provided by Experian Accepting - Will take things at face value and is open to advice and opinions of other people. Adamant - Set ideas on what they like based on first hand experience or trusted opinions from friends and family. Experiential - Open to new ideas and offers if they are presented in an original and entertaining way. Perfectionist - Will base decisions on value and expert opinion. Inquiring - Will make decisions that are based on research from either first or second hand sources. Intuitive - Simple but straight forward messages. Don’t like to be overwhelmed by facts and figures.