Blairgowrie and Kinross-Shire

Active Scotland: Household Targeting Tool Local Authority Summary 2011 Update

East Ayrshire Council

Introduction The Active Scotland Household Targeting Tool is a tool to support planning, targeting and marketing around sport, physical activity and outdoor recreation at national and local levels.

Essentially the tool is a database in which Scottish households are categorised into eleven groups (or segments) based on likely attitudes and behaviours towards sport, physical activity, outdoor recreation and health. The database contains a postcode-level breakdown of each of these different segments, enabling us to build a picture of likely attitudes and behaviour at a local level.

The Active Scotland Household Targeting Tool is based on key national surveys including the Scottish Household Survey, Scottish Health Survey and Scottish Natural Heritage’s Scottish Recreation Survey, providing a holistic approach to physical activity. It was created in partnership between sportscotland, NHS Health Scotland, Scottish Government and Scottish Natural Heritage and was developed by Experian.

Local authority summary This summary illustrates the Active Scotland Household Targeting Tool at a local authority level, providing a census ward map, census ward table, and a postcode dot map. The census ward map delineates the local authority’s census wards, which are coloured to show their most prominent market segment. The census ward table shows the percentage of households in these wards which are assigned to each market segment. The dot map illustrates the local authority in more detail, dividing it into census wards, with dots to represent the constituent postcodes of these areas. The colour of the dot indicates which market segment is predominant in each postcode.

Understanding the segmentation As highlighted above, the tool categorises households into one of 11 groups (or segments) based on likely attitudes to sport, physical activity, outdoor recreation and health.

All of the datasets used in developing the segments are based around sample data from a cross- section of households, rather than complete data from every household. The tool is therefore only ever able to predict which segment a household is most likely to fall into. Similarly, it may be that no one household is exactly as described within the segment.

Active Scotland: Household Targeting Tool

Products and services There are a range of products available from www.sportscotland.org.uk/targetingtool to support partners wishing to use the tool. These include:

- project report which provides background information on the project - pen portraits which describe the individual market segments - grand index which provides more detail on the data which underpins the segmentation, including a breakdown of local authority and census ward data - example applications which detail how the targeting tool can be used

Because of commercial restrictions, we are not able to distribute the raw postcode level databases which underpin the tool, however we are able to explore customised reports or adding local data sets according to our partners specific requirements.

To discuss further, please contact [email protected]

The segments

Participation Scotland Segment Name Short Description %* HH %

Young, Sporty and Young people in urban locations, with relatively low incomes, high levels of participation in sport and a A 59% 4% Single dependence on walking and public transport.

B Affluent & Active Well-to-do city dwellers with very high levels of participation in sport and healthy lifestyles. 52% 6%

People in mainly suburban and rural locations who have limited access to sports facilities and may not have people to go C Isolated Activity with but nonetheless take active measures to keep fit. 47% 7%

D Active by Nature People in isolated locations where many physical activities are incidental to their lifestyles. 45% 6%

Aspirational & E Younger affluent people favouring high-energy sports, exercise tends to be infrequent and irregular but intensive. 39% 7% Occasionally Energetic

Active Leisure Middle income familes taking part in racquet sports and other activities that require relatively high investment in F 39% 16% Spenders equipment or travel.

Occasional Social Younger families without a great interest in sport but who may exercise for practical reasons or participate in G 38% 10% Activity sports for social reasons.

Suburban & small-town mature families and elders with inactive lifestyles and participating in low levels of gentle H Sporting Hobbies 37% 8% recreational activity.

People living in better quality council housing which they may have bought. They have low levels of I Leisurely Pursuits 34% 14% participation and their unhealthy lifestyles may be starting to catch up with them.

Unhealthy & Irregular People in relatively poor health and with low levels of participation in sports, who tend to favour team and pitch J 32% 15% Team Players sports.

Underprivileged & People whose participation in sport and general physical activity is hampered by limited resources, poor health K 27% 8% Inactive and unemployment.

* Adults meeting physical activity guidelines (30 minutes of activity 5 days per week)

For more information on the market segments, please consult the pen portraits.

Active Scotland: Household Targeting Tool

East Ayrshire Council Census wards, coloured by their most prominent market segment A: Young, Sporty and Single G: Occasional Social Activity B: Affluent & Active H: Sporting Hobbies C: Isolated Activity I: Leisurely Pursuits D: Active by Nature J: Unhealthy & Irregular Team Players E: Aspirational & Occasionally Energetic K: Underprivileged & Inactive F: Active Leisure Spenders

Electronic PDF Version: Zoom in for more detail

Please Note: The information provided in this report should be considered as a synthetic estimate and interpreted as relative differences between households or locations rather than hard statistical facts. We cannot warrant or guarantee the accuracy of this report. You acknowledge that reports which use empirical data and/or statistical data and/or data modelling techniques are merely indicative, and cannot be taken as a guarantee of any particular outcome and are not intended to be the sole basis of your business decisions. The source surveys remain the most accurate resource for any individual indicator. Active Scotland: Household Targeting Tool

East Ayrshire Council Dot map of postcodes, coloured by their most prominent market segment A: Young, Sporty and Single G: Occasional Social Activity B: Affluent & Active H: Sporting Hobbies C: Isolated Activity I: Leisurely Pursuits D: Active by Nature J: Unhealthy & Irregular Team Players E: Aspirational & Occasionally Energetic K: Underprivileged & Inactive F: Active Leisure Spenders

Electronic PDF Version: Zoom in for more detail

10C01

10C02

10C04

10C03

10C13

10C07

10C06 10C10

10C12 10C11 10C05 10C08 10C09 10C09

10C14 10C15 10C13

10C16 10C21

10C17 10C19

10C20

10C23

10C22

10C24 10C23

10C27

10C29

10C28 10C29 10C26

10C25

10C30

10C32

10C31

East Ayrshire Council Census wards, % of households in each market segment The most prominent segment’s percentage has been highlighted for each census ward area

A B C D E F G H I J K

Census Ward Estimated Households Stewarton East 10C01 and Dunlop 1,676 0% 3% 1% 23% 10% 24% 18% 8% 11% 3% 0% 10C02 Stewarton Central 1,983 0% 0% 3% 0% 6% 18% 8% 7% 33% 18% 6% Kilmaurs and 10C03 Stewarton South 2,377 0% 1% 2% 7% 24% 17% 7% 12% 18% 12% 1% North Kilmarnock, Fenwick and 10C04 Waterside 1,963 0% 1% 0% 7% 40% 35% 5% 10% 2% 0% 0% Crosshouse, Gatehead and 10C05 Knockentiber 1,613 0% 6% 1% 5% 3% 7% 26% 6% 38% 7% 1% Altonhill, Hillhead 10C06 and Longpark 2,167 0% 0% 9% 0% 10% 14% 8% 4% 14% 39% 2% 10C07 Onthank 1,553 0% 0% 0% 0% 0% 1% 1% 0% 46% 52% 0% Kilmarnock 10C08 Central West 2,282 2% 0% 16% 0% 10% 8% 4% 2% 12% 35% 9% Kilmarnock 10C09 Central East 1,666 0% 0% 7% 0% 5% 23% 13% 13% 14% 20% 3% North New Farm 10C10 Loch and Dean 1,535 0% 0% 2% 0% 5% 18% 32% 8% 14% 19% 2% South New Farm 10C11 Loch 1,531 0% 0% 3% 0% 3% 5% 26% 2% 42% 17% 2% Crookedholm, Moscow, Galston West and 10C12 Hurlford North 1,677 0% 0% 1% 14% 2% 5% 10% 3% 40% 23% 2% 10C13 Newmilns 1,650 0% 0% 2% 4% 2% 10% 13% 9% 30% 29% 1% 10C14 Grange/ Howard 1,763 0% 1% 6% 0% 17% 46% 3% 19% 2% 1% 6% Kilmarnock 10C15 Central South 2,148 2% 0% 13% 0% 14% 21% 10% 9% 5% 18% 8% 10C16 Riccarton 1,649 0% 0% 0% 0% 2% 13% 10% 6% 32% 35% 1% 10C17 Shortlees 1,755 0% 0% 0% 0% 3% 7% 13% 0% 30% 46% 1% 10C18 Bellfield 1,695 0% 0% 1% 0% 1% 3% 17% 0% 62% 16% 1% 10C19 Hurlford 1,822 0% 0% 1% 7% 1% 3% 14% 2% 43% 31% 0% 10C20 Galston East 1,472 0% 0% 2% 7% 6% 17% 21% 12% 16% 18% 1% 10C21 Darvel 1,957 0% 0% 1% 5% 3% 13% 17% 13% 31% 17% 1% 10C22 Mauchline 1,683 0% 0% 2% 11% 6% 10% 14% 23% 26% 9% 0% Catrine, Sorn and 10C23 Mauchline East 1,737 0% 0% 2% 12% 1% 4% 6% 3% 45% 27% 1% Muirkirk, Lugar, 10C24 Logan 1,504 0% 0% 0% 10% 0% 3% 7% 4% 45% 31% 0% Drongan, Stair 10C25 and Rankinston 1,905 0% 0% 0% 16% 10% 3% 5% 2% 42% 22% 0%

Because of commercial restrictions, we are not able to distribute the raw databases which underpin the tool, however, we are able to explore customised reports or adding local data sets according to our partners specific requirements.

If you are interested in learning more about the Active Scotland Household Targeting tool, a variety of resources are available at www.sportscotland.org.uk/targetingtool

Active Scotland: Household Targeting Tool

A B C D E F G H I J K

Census Ward Estimated Households Ochiltree, Skares, Netherthird and 10C26 Craigens 1,737 0% 0% 1% 15% 8% 4% 11% 7% 30% 22% 1% 10C27 Auchinleck 1,666 0% 0% 0% 0% 0% 2% 8% 9% 47% 32% 1% 10C28 Cumnock West 1,695 0% 0% 2% 1% 7% 15% 14% 13% 30% 16% 0% 10C29 Cumnock East 1,555 0% 0% 1% 0% 0% 2% 15% 1% 54% 21% 5% Patna and 10C30 Dalrymple 1,873 0% 0% 1% 7% 4% 4% 10% 5% 44% 24% 0% 10C31 Dalmellington 1,555 0% 0% 1% 4% 1% 3% 6% 4% 34% 45% 1% 10C32 New Cumnock 1,683 0% 0% 1% 10% 1% 2% 6% 2% 44% 30% 3% East Ayrshire 56,527 0% 0% 3% 5% 7% 12% 11% 7% 30% 23% 2% Scotland 2,502,191 4% 6% 7% 6% 7% 16% 10% 8% 14% 15% 8%

If you are interested in learning more about the Active Scotland Household Targeting tool, a variety of resources are available at www.sportscotland.org.uk/targetingtool