Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Abbreviations
Insights and Opportunities
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- Economic hardships encourage unhealthy eating activities
- Using social networks to promote more team-sport
- Promoting cleaner beaches and marinas might encourage more watersports
Market in Brief
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- Sports and fitness rising in importance
- Fitness activities top games
- Investment in facilities pays dividends
- TV viewing presents threats and opportunity
- Irish consumers seek adventure on holiday
Fast Forward Trends
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- Trend 1: Hyper-Parenting
- What’s it about?
- What we’ve seen
- What next?
- Trend 2: Slow It All Down
- What’s it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- Irish population becoming more active
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- Figure 1: Agreement with the statement ‘I do some form of sport or exercise at least once a week’, RoI and NI, 2006-10
- Consumers driven by health campaigns...
- ...and a self-conscious society
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- Figure 2: Agreement with selected statements about health and appearance, RoI and NI, 2010
- Younger consumers look to overseas holidays
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- Figure 3: Consumers’ plans to take a holiday over the next 12 months, RoI and NI, 2011
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- Figure 4: Consumers’ plans to take a holiday abroad over the next 12 months, by age, RoI and NI, 2011
- Sporting events create significant economic impact
- Redeveloped facilities create tourism potential
- International Potential for Domestic Games
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- Figure 5: Number of overseas GAA clubs, 2011
- Trend reflected in Australian Rules Football
- Sports heritage tourism still in its infancy
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- Figure 6: Visitor numbers to The GAA Museum & Croke Park Stadium Tour, 2006-10
Broader Market Environment
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- Key points
- Economic conditions continue to be challenging
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- Figure 7: Economic outlook, RoI and NI, 2008-10
- Unemployment remains a barrier to costly activities
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- Figure 8: Unemployment rates, RoI and NI, July 2009-March 2011
- Consumer confidence low
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- Figure 9: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, May 2008-August 2011
- Ageing population in RoI...
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- Figure 10: Population, by age, RoI, 2006-41
- ...while younger age groups set to shrink faster in NI
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- Figure 11: Population, by age, NI, 2008-58
- Ireland may lose many sporting consumers
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- Figure 12: Consumers agreeing that ‘Having to emigrate to find work/go to college’ most concerns them, by age, RoI and NI, 2011
Competitive Context
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- Key points
- Irish consumers still value sedentary activities at home
- Escapism tops sports for holidays
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- Figure 13: Activities enjoyed on holidays, RoI and NI, 2010
- Broadcasting provides a cheaper alternative to game attendance
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- Figure 14: Sports watched on TV, RoI and NI, 2006-10
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Parkrun reaches out to running enthusiasts online
- Sports NI targets young consumers
- Promoting health and fitness in the workplace
Market Overview
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- Key points
- Visitor numbers decrease further in 2010
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- Figure 15: Domestic and overseas visitors to RoI, 2006-10
- Softer landing for NI
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- Figure 16: Domestic and overseas visitors to NI, 2006-10
- Walking high on the agenda for RoI overseas visitors
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- Figure 17: Activities participated in by overseas tourists to RoI, 2010
- Domestic visitors take to the water
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- Figure 18: Domestic tourist participation in activities, RoI, 2009
- Overseas visitors walk NI
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- Figure 19: Number of overseas tourists participating in activities, NI, 2009
- RoI visitors to NI value a wide range of sports
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- Figure 20: Participation in activities by RoI tourists to NI, 2010
- NI tourists embrace their own environment
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- Figure 21: Participation in activities by domestic tourists, NI, 2010
- Value of sports tourism
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- Figure 22: Tourism revenue from overseas participants in activities, RoI, 2009
Companies and Products
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- Tourism bodies
- Tourism Ireland
- Fáilte Ireland
- Northern Ireland Tourist Board
- Sports organisations
- Golfing Union of Ireland (GUI)
- The Irish Ladies Golfing Union
- Cycling Ireland
- CAAN (Countryside Access & Activities Network)
- National Trails Office
- Irish Sailing Association
- Irish Surfing Association
- Irish Rugby Football Union (IRFU)
- Irish Women’s Rugby Football Union (IWRFU)
- Gaelic Athletic Association (GAA)
- Football Association of Ireland (FAI)
- Irish Football Association (Irish FA)
- Irish Hockey Association (IHA)
The Consumer – Participation in Fitness Activities
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- Key points
- RoI consumers more active
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- Figure 23: Participation in selected fitness activities in the past 12 months, RoI and NI, 2010
- Swimming attracts diverse participation
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- Figure 24: Participation in swimming in the last 12 months, by age, RoI and NI, 2010
- Women dominate aerobics
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- Figure 25: Participation in aerobics/keep fit activities over the past 12 months, by gender, RoI and NI, 2010
- Cycling has both youth and family appeal
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- Figure 26: Participation in cycling over the past 12 months, by age, RoI and NI, 2010
- Jogging appeals to those on a budget
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- Figure 27: Participation in jogging over the past 12 months, by working status, RoI and NI, 2010
The Consumer – Participation in Sport
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- Key points
- Football – the most played sport
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- Figure 28: Participation in selected sports over the past 12 months, RoI and NI, 2010
- Soccer bridges class divide
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- Figure 29: Participation in football over the past 12 months, by socio-economic status, RoI and NI, 2010
- Golf has universal age appeal
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- Figure 30: Participation in golf over the past 12 months, by age, RoI and NI, 2010
- Gaelic games participation falls with age
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- Figure 31: Participation in Gaelic football over the past 12 months, by age, RoI and NI, 2010
The Consumer – Spectator Sports at Venues
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- Key points
- Gaelic football has the widest audience in RoI
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- Figure 32: Consumers who paid to watch selected sports at a venue, RoI, 2006-10
- Soccer appeals to NI consumers
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- Figure 33: Consumers who paid to watch selected sports at a venue, NI, 2006-10
- Football finds a younger audience
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- Figure 34: Consumers who paid to watch football at a venue, by age, RoI and NI, 2010
- Gaelic games attract a male audience
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- Figure 35: Consumers who paid to watch Gaelic football at a venue, by gender, RoI and NI, 2010
- Rugby finds interest across all age groups in RoI
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- Figure 36: Consumers who paid to watch rugby at a venue, by age, RoI and NI, 2010
The Consumer – Activities on Holidays
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- Key points
- Consumers look for adventure on holidays
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- Figure 37: Consumers who enjoyed selected activities on holiday, RoI and NI, 2010
- Adventure activities reserved for the young
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- Figure 38: Consumers who enjoyed adventure activities on holiday, by age, RoI and NI, 2010
- Walking – a universal activity
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- Figure 39: Consumers who enjoyed camping/walking/hiking on holiday, by age, RoI and NI, 2010
- Watersports keep teens active
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- Figure 40: Consumers who enjoyed watersports on holiday, by presence of children, RoI and NI, 2010
Appendix
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- Sports participation – RoI
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- Figure 41: Participation in selected sports and leisure activities over the past 12 months, by demographics, RoI, 2010
- Figure 42: Participation in selected sports and leisure activities over the past 12 months, by demographics, RoI, 2010
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- Figure 43: Participation in selected sports and leisure activities over the past 12 months, by demographics, RoI, 2010
- Sports participation – NI
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- Figure 44: Participation in selected sports and leisure activities over the past 12 months, by demographics, NI, 2010
- Figure 45: Participation in selected sports and leisure activities over the past 12 months, by demographics, NI, 2010
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- Figure 46: Participation in selected sports and leisure activities over the past 12 months, by demographics, NI, 2010
- Spectator sports – RoI
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- Figure 47: Consumers who paid to watch selected sports at a venue over the past 12 months, by demographics, RoI, 2010
- Spectator sports – NI
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- Figure 48: Consumers who paid to watch selected sports at a venue over the past 12 months, by demographics, NI, 2010
- Activities enjoyed on holiday – RoI
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- Figure 49: Consumers who enjoyed selected activities on holiday, by demographics, RoI, 2010
- Figure 50: Consumers who enjoyed selected activities on holiday, by demographics, RoI, 2010
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- Figure 51: Consumers who enjoyed selected activities on holiday, by demographics, RoI, 2010
- Figure 52: Consumers who enjoyed selected activities on holiday, by demographics, RoI, 2010
- Activities enjoyed on holiday – NI
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- Figure 53: Consumers who enjoyed selected activities on holiday, by demographics, NI, 2010
- Figure 54: Consumers who enjoyed selected activities on holiday, by demographics, NI, 2010
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- Figure 55: Consumers who enjoyed selected activities on holiday, by demographics, NI, 2010
- Figure 56: Consumers who enjoyed selected activities on holiday, by demographics, NI, 2010
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