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Sports Participation - UK - September 2012

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Consumer expenditure on participation in sport, 2007-17
Olympic anticipation drives playing numbers back to 30 million mark
Consumer spending returns to growth
Market factors
Broader base of facility providers can reduce effects of public spending cuts
Government policy shifts funding focus to youth
Market segmentation
Figure 2: UK sports participation market volume* segments, 2008-12
Regular play leads the way
Quick, cheap and accessible – the fast food of growth sports
The consumer
Figure 3: Sports played in the last six months, June 2012
Others seek a slice of fitness sports’ appeal
Families go outdoors as kids outgrow a game in the garden
Figure 4: Motivations for participation in sport, June 2012
Can competitive sports move in on fitness turf?
What we think
ISSUES IN THE MARKET
Are there enough places people can play?
How can more people be encouraged to play more often?
Can government policy keep teens in the game?
How can the entrenched barrier of cost be overcome?
Is technology an enemy or a friend?
TREND APPLICATION
Trend: Click and Connect
Trend: Prepare for the Worst
2015: Brand Intervention
MARKET DRIVERS
Key points
Investment gives venues with one hand, spending cuts take with the other
Figure 5: Public leisure centre and private health and fitness club facilities, 2006-11
Free play can go beyond streets and parks
Figure 6: Average expenditure at UK leisure centres, per admission, 2006-11
Common ground to help clubs shore up member base
Figure 7: Trends in sports club membership, 2008-12
Sports Makers can become a key London legacy
Figure 8: Volunteering in sport, 2007-11
School sport focus in period of transition
Figure 9: Schools registered for School Games, by region, 2012
New strategy targets youth disaffection
Retail websites can advise as well as sell
Figure 10: Most popular sports websites, by category, May 2012
Olympic legacy can defy pre-Games gloom
Figure 11: Agreement with the lifestyle statement ‘The London 2012 Olympics will have a positive effect on ordinary people’s lives’, by gender, 2010-12
A habit worth holding on to
Figure 12: Leisure activities net spending trend* in past 12 months, by sector, October 2011
Goals not dole?
Figure 13: Unemployment, by gender, 2007-17
Sport can help sugar the weight-loss pill
Figure 14: Trends in obesity, by gender, 2008-12
Women inspired by the Olympics?
Figure 15: Women’s participation in moderate intensity sport, at least one 30-minute session per week, 2005/06-2011/12
Playing for longer at lower intensities
Figure 16: Trends in the age structure of the UK population, by gender, 2007-17
Weekday participants keep one eye on the clock
Figure 17: Trends in working hours and leisure time, 2008-12
Smartphone growth putting sport in players’ pockets
Figure 18: Mobile phone penetration among UK adults, by type of handset, January-March 2012
COMPETITIVE CONTEXT
Key points
Few television adverts for playing sport
Figure 19: Most popular participation, TV and spectator sports, 2012
Participation sector quick to recover lost ground
Figure 20: Value of the UK out-of-home leisure* industry, by segment, 2006-11
WHO’S INNOVATING?
Key analysis
Pop-ups need to stay up
Culture clubs
Training with the stars
Computer as coach
Fitter via Twitter
Increasing the cost of inactivity
MARKET SIZE AND FORECAST
Key points
Sport still a mass participation event
Figure 21: Number of adults aged 15+ participating in sport, 2008-12
More regular players – but still a small minority
Figure 22: Participation in at least 30 minutes of moderate-intensity sport at least three times a week, 2007/08-2011/12
Consumer spending moves up a gear
Figure 23: Consumer expenditure on participation* in sport, 2007-17
Forecast
Figure 24: Forecast of consumer expenditure on sports participation, 2006/07-2016/17
Figure 25: Forecast of number of regular* sports participants, 2006/07-2016/17
Forecast methodology
SEGMENT PERFORMANCE
Key points
Olympics offer an occasional opportunity
Figure 26: Regular and occasional participation* in sport, 2008-12
Doorstep sports call on more participants
Figure 27: Participation in individual sports, 2007/08-2011/12
GOVERNING BODIES
Figure 28: National governing bodies of most popular UK participation sports*, April 2012
Amateur Swimming Association
Funding
Participation initiatives
The Football Association
Funding
Participation initiatives
UK Athletics
Funding
Participation initiatives
British Cycling
Funding
Participation initiatives
The R&A
Funding
Participation initiatives
Badminton England
Funding
Participation initiatives
Lawn Tennis Association
Funding
Participation initiatives
British Equestrian Federation
Funding
Participation Initiatives
England Squash and Racketball
Funding
Participation initiatives
Bowls England
Funding
Participation initiatives
SPORTS MOST PLAYED
Key points
Team and racquet sports take a leaf from fitness activities’ book
Figure 29: Sports played, June 2012
New shared interests when kids outgrow the family garden kickabout
Squeezed middle market feeling the pinch
Figure 30: Number of sports played in the last six months, June 2011-June 2012
Stay in school, stay in sport
FREQUENCY OF PARTICIPATION IN SPORT
Key points
Fitness-seekers recognise regular play delivers results
Figure 31: Frequency of participation in sport, June 2012
New varieties of fitness focus to put racquet sports on the rise
MOTIVATIONS FOR PARTICIPATION IN SPORT
Key points
Team sports can muscle in with a new fitness offer...
Figure 32: Motivations for playing sport, June 2012
... while fitness sports bring in an occasional competitive edge
BARRIERS TO PARTICIPATION IN SPORT
Key points
Time tops money in stopping us play more sport
Figure 33: Barriers to participation in sport, June 2012
It’s not the taking part that costs
Teaming up teens to look and feel good
Athlete austerity an antidote to Premiership bling
INCENTIVES TO PARTICIPATION IN SPORT
Key points
Health benefits of sport in no doubt
Figure 34: Drivers of interest in playing sport, June 2012
Cost concerns unite parents and kids
Social media allows sports to reach to key viewing groups
Twentysomethings seek sporting friends – but not in the club bar?
SPORTS PARTICIPATION TARGET GROUPS
Key points
Target groups
Figure 35: Sports participation target groups, June 2012
Low-Impacters (30% of sample)
What do they think and do?
Who are they?
Holiday Players (23% of sample)
What do they think and do?
Who are they?
Paddlers (21% of sample)
What do they think and do?
Who are they?
Superstars (26% of sample)
What do they think and do?
Who are they?
APPENDIX: INTERNAL MARKET ENVIRONMENT
Figure 36: Most popular sports media websites, May 2012
Figure 37: Most popular sports retail websites, May 2012
Figure 38: Most popular participation sports websites, May 2012
APPENDIX: MARKET SIZE AND FORECAST
Figure 39: Forecast of consumer expenditure on participation in sport, 2012-2017
Figure 40: Forecast of number of regular* sports participants, 2012-2017
APPENDIX: SPORTS MOST PLAYED
Figure 41: Sports most played, June 2011 – June 2012
Figure 42: Most popular sports played, by demographics, June 2012
Figure 43: Next most popular sports played, by demographics, June 2012
Figure 44: Other sports played, by demographics, June 2012
Figure 45: Least popular sports played, by demographics, June 2012
Figure 46: Number of sports played, by demographics, June 2012
APPENDIX: MOTIVATIONS FOR PARTICIPATION IN SPORT
Figure 47: Motivations for playing sport, by motivations for playing sport, June 2012
Figure 48: Motivations for playing sport, by most popular sports played, June 2012
Figure 49: Motivations for playing sport, by next most popular sports played, June 2012
Figure 50: Motivations for playing sport, by other sports played, June 2012
Figure 51: Motivations for playing sport, by least popular sports played, June 2012
APPENDIX: BARRIERS TO PARTICIPATION IN SPORT
Figure 52: Most common barriers to participation in sport, by demographics, June 2012
Figure 53: Next most common barriers to participation in sport, by demographics, June 2012
Figure 54: Barriers to participation in sport, by most common barriers to participation in sport, June 2012
Figure 55: Barriers to participation in sport, by next most common barriers to participation in sport, June 2012
Figure 56: Barriers to participation in sport, by other barriers to participation in sport, June 2012
Figure 57: Barriers to participation in sport, by most popular sports played, June 2012
Figure 58: Barriers to participation in sport, by next most popular sports played, June 2012
Figure 59: Barriers to participation in sport, by popular sports played, June 2012
Figure 60: Barriers to participation in sport, by other sports played, June 2012
Figure 61: Barriers to participation in sport, by least popular sports played, June 2012
APPENDIX: INCENTIVES TO PARTICIPATION IN SPORT
Figure 62: Agreement with the statements ‘Playing sport is a good way of keeping fit and/or losing weight’ and ‘I have been inspired to take up a particular sport after watching it on television’, by demographics, June 2012
Figure 63: Agreement with the statements ‘I am interested in trying out a sport because of the Olympics’ and ‘Public sports facilities should be free to use’, by demographics, June 2012
Figure 64: Agreement with the statements ‘I would welcome more opportunities to play sport as a family’ and ‘Playing sport is a good way to make new friends’, by demographics, June 2012
Figure 65: Agreement with the statements ‘I would enjoy my sport more if I had some coaching to improve my skill level’ and ‘Playing sport is a good way to relieve stress’, by demographics, June 2012
Figure 66: Agreement with the statements ‘I would like to have more information about opportunities to play sport near where I live’ and ‘I find it easier to stick with a sport when I play in an organised group’, by demographics, June 2012
Figure 67: Agreement with the statements ‘Sports clubs could do more to help new members get the most out of them’, by demographics, June 2012
Figure 68: Drivers of interest in participation in sport, by most popular drivers of interest in participation in sport, June 2012
Figure 69: Drivers of interest in participation in sport, by next most popular drivers of interest in participation in sport, June 2012
Figure 70: Drivers of interest in participation in sport, by other drivers of interest in participation in sport, June 2012
Figure 71: Drivers of interest in participation in sport, by most popular sports played, June 2012
Figure 72: Drivers of interest in participation in sport, by next most popular sports played, June 2012
Figure 73: Drivers of interest in participation in sport, by popular sports played, June 2012
Figure 74: Drivers of interest in participation in sport, by other sports played, June 2012
Figure 75: Drivers of interest in participation in sport, by other sports played, June 2012
APPENDIX: SPORTS PARTICIPATION TARGET GROUPS
Figure 76: Target groups, by demographics, June 2012
Figure 77: Sports played, by target groups, June 2012
Figure 78: Motivations for playing sport, by target groups, June 2012
Figure 79: Barriers to participation in sport, by target groups, June 2012
Figure 80: Drivers of interest in participation in sport, by target groups, June 2012

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