Blairgowrie and Kinross-Shire

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

South 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

South 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

29C60

29C67 29C58 29C41 29C57

29C63 29C62

29C59 29C66 29C64 29C40 29C34 29C65 29C39

29C61

29C14 29C35

29C29 29C38

29C28 29C43 29C17 29C37 29C19 29C42 29C18 29C44 29C20 29C45 29C47 29C28 29C15 29C48 29C21 29C18 29C49 29C27 29C22 29C13 29C24 29C46 29C25 29C10 29C26

29C50 29C13 29C12

29C53 29C52

29C30 29C11 29C30

29C54 29C51

29C31 29C54 29C08

29C05

29C55 29C01

29C31

29C02

29C03

29C32

29C09

29C07

South 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 29C01 Lanark North 2,190 0% 1% 1% 2% 4% 21% 14% 12% 29% 14% 2% 29C02 Lanark South 2,370 0% 2% 3% 1% 6% 26% 2% 11% 19% 23% 7% 29C03 Lesmahagow 2,386 0% 0% 4% 10% 11% 10% 8% 10% 31% 13% 3% 29C04 Blackwood 1,783 0% 0% 1% 6% 5% 25% 11% 9% 30% 12% 0% 29C05 Clyde Valley 2,139 0% 3% 6% 13% 7% 18% 12% 16% 16% 9% 1% Biggar/ Symington and 29C06 Black Mount 2,061 0% 2% 2% 20% 3% 22% 2% 30% 12% 4% 4% Duneaton/ 29C07 Carmichael 1,798 0% 0% 2% 43% 2% 8% 5% 25% 11% 2% 0% Carstairs/ 29C08 Carnwath 2,086 0% 0% 2% 9% 4% 5% 14% 13% 38% 14% 0% 29C09 Douglas 2,136 0% 0% 0% 7% 1% 3% 8% 12% 44% 25% 0% 29C10 Carluke/ Whitehill 2,431 0% 0% 1% 1% 7% 18% 11% 7% 32% 22% 1% Carluke/ 29C11 Crawforddyke 2,119 0% 0% 1% 0% 9% 24% 9% 5% 39% 12% 1% 29C12 Forth 2,528 0% 0% 1% 20% 9% 12% 6% 11% 28% 13% 1% 29C13 Law/ Carluke 2,311 0% 1% 2% 1% 11% 28% 16% 11% 21% 8% 1% 29C14 Long Calderwood 2,194 0% 0% 1% 1% 8% 5% 18% 4% 20% 32% 11% 29C15 Calderglen 1,785 0% 4% 1% 0% 10% 20% 27% 13% 15% 9% 1% 29C16 Blacklaw 1,862 0% 1% 0% 0% 16% 17% 37% 5% 17% 7% 0% 29C17 Morrishall 2,042 0% 0% 2% 0% 20% 7% 20% 2% 28% 19% 4% 29C18 Maxwellton 2,072 0% 1% 0% 0% 9% 11% 22% 5% 27% 23% 0% 29C19 East Mains 2,288 0% 0% 3% 0% 5% 21% 20% 7% 17% 21% 7% 29C20 West Mains 2,128 0% 1% 2% 0% 11% 19% 18% 5% 19% 22% 2% 29C21 Duncanrig 2,024 0% 0% 3% 0% 8% 8% 23% 3% 25% 26% 4% 29C22 Westwoodhill 1,795 0% 0% 2% 0% 13% 6% 35% 1% 20% 22% 2% 29C23 Headhouse 2,080 0% 0% 0% 0% 4% 8% 17% 4% 23% 36% 7% 29C24 Heatheryknowe 2,070 0% 0% 0% 0% 7% 5% 34% 0% 16% 33% 5% 29C25 Greenhills 1,662 0% 0% 1% 0% 4% 2% 60% 0% 14% 20% 0% 29C26 Whitehills 1,868 0% 0% 3% 0% 7% 14% 38% 1% 16% 21% 0% Hairmyres/ 29C27 Crosshouse 2,026 0% 3% 0% 0% 10% 34% 18% 11% 11% 11% 2% Mossneuk/ 29C28 Kittoch 2,010 0% 16% 8% 2% 28% 37% 6% 4% 1% 0% 0% 29C29 Stewartfield 2,077 0% 7% 2% 2% 37% 38% 1% 10% 1% 0% 2% 29C30 Lindsay 2,207 0% 1% 1% 6% 33% 34% 12% 8% 4% 1% 0% 29C31 Avondale North 2,294 0% 6% 3% 11% 16% 30% 7% 9% 7% 7% 4% 29C32 Avondale South 2,006 0% 5% 5% 12% 8% 35% 15% 8% 7% 4% 1% 29C33 Blantyre West 1,836 0% 0% 0% 0% 8% 31% 9% 9% 33% 10% 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 Coatshill/ Low 29C34 Blantyre 2,325 1% 0% 2% 0% 15% 10% 7% 2% 36% 26% 2% Burnbank/ 29C35 Blantyre 3,214 1% 0% 1% 0% 15% 7% 9% 1% 29% 36% 1% 29C36 High Blantyre 2,360 0% 0% 1% 1% 10% 12% 7% 5% 39% 22% 3% Hamilton Centre 29C37 North 2,371 1% 6% 2% 0% 2% 38% 5% 5% 16% 18% 8% 29C38 Whitehill 2,646 1% 5% 9% 0% 9% 24% 1% 1% 15% 32% 5% 29C39 Bothwell South 1,997 3% 15% 0% 0% 6% 47% 0% 3% 11% 6% 9% Uddingston 29C40 South/ Bothwell 1,731 0% 25% 0% 0% 9% 16% 9% 3% 29% 3% 5% 29C41 Uddingston 1,838 3% 10% 6% 0% 4% 26% 7% 5% 18% 18% 3% 29C42 Hillhouse 1,884 0% 0% 0% 0% 5% 10% 11% 3% 42% 28% 0% 29C43 Udston 1,474 0% 0% 0% 0% 3% 11% 5% 0% 34% 47% 0% 29C44 Wellhall/ Earnock 2,411 0% 0% 3% 0% 14% 11% 21% 3% 16% 27% 5% 29C45 Earnock 1,615 0% 0% 0% 0% 12% 43% 10% 22% 5% 8% 0% Woodhead/ 29C46 Meikle Earnock 2,921 0% 0% 1% 2% 29% 14% 17% 3% 26% 8% 0% Hamilton Centre/ 29C47 Ferniegair 2,316 3% 11% 21% 0% 3% 25% 2% 8% 7% 10% 9% 29C48 Low Waters 2,032 0% 0% 1% 0% 5% 11% 12% 1% 22% 48% 1% 29C49 Silvertonhill 1,728 0% 1% 1% 0% 3% 49% 4% 26% 5% 8% 2% 29C50 Cadzow 2,228 0% 1% 0% 3% 17% 21% 4% 4% 29% 20% 1% 29C51 Dalserf 2,394 0% 0% 2% 7% 14% 16% 15% 9% 23% 12% 1% 29C52 Larkhall East 2,071 0% 0% 0% 0% 2% 15% 17% 8% 36% 21% 0% 29C53 Larkhall West 2,366 0% 0% 1% 1% 11% 11% 20% 7% 30% 17% 2% 29C54 Larkhall South 1,895 0% 0% 2% 1% 2% 8% 14% 6% 40% 23% 5% 29C55 Stonehouse 2,003 0% 0% 0% 4% 13% 17% 22% 8% 27% 7% 2% 29C56 Rutherglen West 2,260 5% 0% 3% 0% 5% 21% 3% 0% 5% 37% 21% 29C57 Stonelaw 1,944 2% 4% 1% 0% 3% 55% 5% 9% 3% 3% 14% 29C58 Bankhead 2,069 0% 0% 1% 0% 5% 21% 10% 12% 12% 28% 12% 29C59 Spittal/ Blairbeth 1,902 3% 2% 4% 0% 2% 35% 6% 4% 15% 15% 15% 29C60 Burgh 2,726 11% 1% 16% 0% 5% 12% 3% 2% 5% 15% 29% 29C61 Cairns 2,012 0% 0% 0% 0% 11% 39% 12% 5% 15% 12% 6% 29C62 Hallside 3,574 0% 0% 1% 0% 50% 13% 12% 1% 7% 16% 0% Cambuslang 29C63 Central 2,471 2% 1% 4% 0% 8% 20% 4% 3% 7% 33% 17% Cathkin/ 29C64 Springhall 2,221 0% 1% 0% 0% 5% 25% 4% 8% 8% 35% 13% 29C65 Fernhill 1,792 1% 1% 4% 0% 8% 20% 3% 7% 13% 23% 20% Kirkhill/ 29C66 Whitlawburn 2,273 0% 7% 0% 0% 6% 27% 8% 2% 3% 28% 18% 29C67 Eastfield 2,137 0% 0% 2% 0% 1% 23% 10% 23% 18% 21% 1% South Lanarkshire 143,865 1% 2% 2% 3% 10% 20% 12% 7% 20% 18% 5% 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