Active Scotland: Household Targeting Tool Local Authority Summary 2011 Update

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

North Lanarkshire 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

North Lanarkshire 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

23C66

23C65

23C59 23C57

23C58

23C54

23C58 23C53

23C55

23C56

23C67 23C55

23C60

23C61

23C63 23C62

23C67

23C69

23C70 23C46 23C45

23C33

23C46

23C42

23C31 23C44

23C43 23C41

23C32 23C34 23C52 23C49

23C36 23C48

23C36 23C38 23C40 23C37

23C35 23C50

23C51 23C38 23C39

23C21 23C20 23C23

23C22 23C30 23C27

23C19

23C24 23C26 23C28 23C18

23C29

23C25

23C19

23C03 23C05

23C02

23C04 23C17

23C10 23C19

23C01 23C11 23C07 23C06

23C12 23C09 23C13

23C16

23C13 23C08

23C15

23C14

23C15

North Lanarkshire 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 23C01 Ladywell 2,136 0% 1% 1% 0% 7% 50% 7% 18% 6% 5% 4% 23C02 Calder Valley 2,090 0% 0% 0% 0% 3% 8% 6% 4% 27% 31% 21% 23C03 Forgewood 1,976 0% 0% 0% 0% 25% 10% 8% 0% 11% 43% 2% 23C04 North Motherwell 2,431 0% 0% 2% 0% 4% 12% 10% 1% 33% 37% 1% New Stevenston 23C05 and Carfin 2,898 0% 2% 4% 0% 35% 9% 4% 0% 19% 27% 0% 23C06 Craigneuk 2,024 0% 0% 0% 0% 1% 9% 1% 0% 21% 67% 2% 23C07 Belhaven 2,117 0% 0% 3% 0% 9% 12% 8% 7% 36% 23% 3% 23C08 Stewarton 2,597 0% 0% 2% 0% 14% 16% 10% 1% 21% 32% 4% 23C09 Cambusnethan 1,891 0% 0% 0% 0% 14% 20% 15% 6% 26% 18% 0% 23C10 Coltness 1,847 0% 0% 0% 0% 6% 12% 9% 10% 43% 19% 0% 23C11 Watsonville 2,478 0% 0% 4% 0% 10% 12% 2% 5% 8% 23% 35% 23C12 Knowetop 2,857 0% 0% 4% 0% 14% 15% 9% 3% 13% 19% 22% Muirhouse and 23C13 Netherton 2,286 0% 0% 0% 0% 11% 7% 4% 3% 27% 16% 32% Pather and 23C14 Gowkthrapple 2,267 0% 0% 0% 0% 2% 8% 4% 0% 31% 48% 7% 23C15 Garrion 2,035 0% 0% 0% 3% 14% 14% 12% 7% 26% 22% 1% 23C16 Newmains 2,166 0% 0% 5% 1% 11% 6% 10% 4% 43% 22% 0% 23C17 Stane 2,297 0% 0% 0% 4% 5% 8% 9% 6% 37% 31% 1% 23C18 Dykehead 1,828 0% 0% 0% 1% 3% 5% 13% 1% 51% 25% 0% 23C19 Cleland 1,941 0% 0% 1% 0% 7% 11% 12% 3% 38% 24% 2% 23C20 Benhar 2,106 0% 0% 0% 2% 2% 6% 21% 3% 46% 20% 0% 23C21 Tannochside 1,892 0% 0% 0% 0% 17% 37% 8% 11% 23% 3% 0% 23C22 Fallside 2,180 0% 1% 2% 0% 12% 18% 9% 3% 21% 34% 0% 23C23 Viewpark 2,125 0% 0% 1% 0% 0% 3% 4% 0% 58% 34% 0% 23C24 Bellshill North 2,352 0% 0% 0% 0% 22% 12% 3% 1% 37% 24% 1% 23C25 Orbiston 1,899 0% 0% 0% 0% 13% 11% 13% 0% 34% 26% 3% Mossend West 23C26 and Thorndean 2,391 0% 0% 1% 0% 5% 11% 10% 1% 27% 43% 2% 23C27 Holytown 2,020 0% 0% 1% 0% 9% 12% 15% 0% 41% 21% 0% Mossend East and New Stevenston 23C28 North 2,300 0% 0% 4% 0% 23% 14% 7% 1% 29% 22% 0% 23C29 Newarthill 1,948 0% 0% 0% 0% 6% 5% 7% 0% 57% 23% 1% 23C30 Hattonrig 2,330 0% 0% 9% 0% 11% 8% 17% 5% 26% 25% 1% 23C31 Townhead 1,800 0% 0% 1% 0% 1% 14% 26% 1% 25% 29% 4% 23C32 Blairpark 1,912 0% 1% 5% 0% 9% 38% 5% 9% 8% 18% 7%

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 North Central and 23C33 Glenboig 2,796 0% 2% 4% 4% 13% 21% 13% 3% 17% 22% 3% Coatbridge 23C34 Central 2,378 0% 0% 9% 0% 19% 18% 8% 2% 10% 23% 11% Sikeside and 23C35 Carnbroe 2,469 0% 0% 0% 0% 37% 20% 11% 1% 6% 25% 0% Bargeddie and 23C36 Langloan 2,150 0% 0% 2% 0% 4% 21% 7% 1% 19% 37% 8% 23C37 Kirkwood 1,813 0% 0% 0% 0% 2% 22% 22% 0% 17% 30% 7% 23C38 Kirkshaws 2,178 0% 0% 1% 0% 11% 13% 17% 0% 28% 25% 3% 23C39 Shawhead 1,939 0% 0% 4% 0% 4% 14% 11% 0% 23% 33% 11% 23C40 Old Monkland 2,209 0% 0% 2% 0% 19% 12% 16% 0% 16% 31% 4% 23C41 Whinhall 2,100 0% 0% 3% 0% 4% 15% 12% 1% 11% 49% 5% 23C42 Academy 1,927 0% 0% 0% 0% 2% 16% 20% 2% 26% 31% 4% 23C43 Airdrie Central 2,239 0% 1% 2% 2% 2% 15% 4% 2% 9% 54% 8% 23C44 Clarkston 1,897 0% 0% 1% 3% 11% 20% 8% 7% 24% 23% 3% New Monkland 23C45 West 2,341 0% 0% 2% 5% 14% 19% 24% 9% 20% 7% 0% Plains and 23C46 Caldercruix 1,986 0% 0% 2% 2% 3% 8% 10% 3% 46% 27% 1% North Cairnhill 23C47 and Coatdyke 2,173 0% 1% 7% 2% 5% 13% 15% 5% 22% 26% 4% South East Cairnhill and 23C48 Gartlea 1,912 0% 0% 0% 0% 4% 18% 16% 10% 18% 34% 0% Craigneuk and 23C49 Petersburn 1,893 0% 0% 0% 0% 12% 8% 19% 0% 31% 28% 0% 23C50 Calderbank 1,679 0% 1% 0% 1% 15% 36% 8% 14% 19% 7% 0% 23C51 Chapelhall 1,820 0% 0% 0% 0% 10% 11% 27% 2% 36% 14% 0% 23C52 Salsburgh 2,761 0% 0% 6% 5% 34% 13% 7% 2% 18% 15% 0% 23C53 Kildrum and Park 2,085 0% 0% 10% 0% 10% 10% 15% 1% 17% 35% 1% Seafar and The 23C54 Village 2,172 0% 0% 16% 0% 2% 4% 10% 0% 24% 30% 14% Balloch East and 23C55 Ravenswood 2,088 0% 2% 3% 0% 13% 28% 17% 4% 18% 12% 3% Balloch West, Blackwood East 23C56 and Craigmarloch 2,328 0% 1% 1% 0% 39% 20% 21% 4% 8% 6% 1% Westerwood, Carrickstone and 23C57 Dullatur 2,227 0% 15% 0% 2% 46% 22% 2% 7% 2% 4% 0% 23C58 Abronhill South 1,834 0% 0% 0% 0% 1% 0% 45% 0% 30% 23% 0% Abronhill Central 23C59 and North 2,022 0% 0% 0% 0% 7% 14% 40% 1% 22% 14% 2% 23C60 Carbrain East 2,262 0% 0% 7% 1% 5% 8% 25% 0% 15% 34% 3% Carbrain West 23C61 and Greenfaulds 1,841 0% 0% 2% 0% 5% 17% 30% 3% 17% 26% 0% 23C62 Condorrat Central 1,792 0% 0% 0% 0% 3% 22% 34% 6% 24% 9% 0%

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 Condorrat North 23C63 and Westfield 1,808 0% 0% 1% 0% 6% 17% 44% 2% 24% 6% 0% Croy, Kilsyth South and 23C64 Smithstone 1,758 0% 0% 0% 3% 1% 5% 5% 1% 38% 45% 1% Queenzieburn and 23C65 Kilsyth West 1,844 0% 0% 0% 3% 3% 19% 21% 7% 30% 18% 0% Banton and 23C66 Kilsyth East 2,006 0% 0% 4% 7% 4% 11% 7% 4% 26% 27% 10% Moodiesburn East and Blackwood 23C67 West 2,210 0% 0% 0% 0% 33% 22% 15% 5% 12% 13% 0% Moodiesburn West and 23C68 Gartcosh 2,183 0% 0% 2% 1% 14% 30% 11% 5% 12% 23% 1% Chryston and 23C69 Auchinloch 1,880 0% 1% 1% 0% 9% 25% 16% 12% 18% 16% 1% 23C70 Stepps 2,538 0% 1% 0% 1% 26% 34% 11% 11% 5% 10% 1% North Lanarkshire 148,955 0% 0% 2% 1% 12% 15% 13% 4% 24% 25% 4% 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