Sports Participation - UK - July 2005

INTRODUCTION AND ABBREVIATIONS
Definition
Consumer research
ACORN
 ABBREVIATIONS
PREMIER INSIGHT
Low-cost sport and fitness facilities
Use the Internet to lock in participant interest
Individual activities can copy team sports to improve levels of commitment
Biggest is not necessarily best where sports media is concerned
SUMMARY OF KEY REPORT FINDINGS
Participation rates reach new high…
…as keenest competitors regain lost enthusiasm
More consumers want sport on the cheap…
…but biggest spenders spend bigger and bigger
Cutting venues to cut costs
A nation increasingly health aware…
…although a soft core of ‘Slobs’ remain
A sound body more important than a healthy mind?
More consumers making time for exercise
Fitness sports hold most appeal for women and 25-44-year-olds…
…while competition sports participants are younger and male
Competition sports participants are biggest equipment buyers
Serious participants escape national chains
Sports goods market to top £5 billion in 2005
Swimming loses buoyancy at regular levels of participation
Home participation pumps up keep fit sector
Joggers the ideal target – but proving difficult to hit
Hikers are older and more affluent, but are disinclined to buy
Athletes keep on running
Football and snooker: the people’s games
Golf is UK’s most expensive – and competitive – sport
MARKET FACTORS
Economic climate
Figure 1: Trends in personal disposable income and consumer expenditure, 2000-10
Number of people in work
Figure 2: UK labour force trends, 2000-10
 POPULATION TRENDS
Figure 3: Trends in the age structure of the UK population, by gender, 2000-10
The socio-economic structure of the population
Figure 4: Forecast adult population trends, by socio-economic group, 2000-10
Population by lifestage
Figure 5: Forecast adult population trends, by socio-economic group, 2000-10
Health of the nation
Obesity
Figure 6: Incidence of being overweight or obese among men and women, by age group, 1999 and 2003
Weight and slimming
Figure 7: Consumer attitudes towards their weight, 2004
Figure 8: Adults who are trying to slim, 1980-2004
Cigarette smoking and alcohol consumption
Attitudes towards health and exercise
Figure 9: Attitudes towards health and exercise, 1998-2004
Government policies
Health policies
Exercise referral schemes
Licensing Act 2003
2012 Olympic bid
Available leisure time
Figure 10: Daily leisure time, 2004
Local authority and private club provision
Figure 11: Trends in the total number of private health and fitness clubs* in the UK, 2000-05
Figure 12: Annual membership fees levied by health and fitness clubs by club location, February 2005
Figure 13: Trends in the number of members at health and fitness clubs in the past 12 months, by club location, February 2005
SPORT BACKGROUND
Interest in sports
Figure 14: Interest in named sports/pastimes among UK adults, 2001-04
Sports participation levels
Figure 15: Regular participation in sports, 2001-04
Sports paid to watch
Figure 16: Paid to watch sporting events, 2001-04
Sports media
Sports media consumption habits
Figure 17: Sports media consumption, October 2004
Cable/satellite television penetration
Figure 18: UK penetration rates for satellite, cable and digital TV, 1998-2004
Growth of television sports programming
Figure 19: UK sports television output, 2001-04
Figure 20: UK sports television output, by channel, 2001-04
Figure 21: Most televised UK sports, 2001-04
Internet usage
Figure 22: UK Internet penetration, 2001-05
Newspaper and magazine circulations
Figure 23: National newspaper circulations, 2004-05
Figure 24: Leading sports magazine circulations, 2002 and 2004
SPORTS GOODS MARKET SIZE/SEGMENTATION
Market size – overview
Figure 25: Consumer spending on sports goods, 2000-05
Market segmentation
Figure 26: Consumer spending on sports goods, by product category, 2000-04
Equipment
Figure 27: Consumer spending on sports equipment, 2000-05
Clothing
Figure 28: Consumer spending on sports clothing, 2000-05
Footwear
Figure 29: Consumer spending on sports footwear, 2000-05
THE CONSUMER – SPORTS PARTICIPATION
Regular participation
Figure 30: Regular sports participants, 2000-05
Occasional participation
Figure 31: Occasional sports participants, 2000-05
 PROFILE OF SPORT PARTICIPANTS BY INDIVIDUAL SPORT
Fitness sports
Figure 32: Demographic profile of participants in fitness sports, by gender, age and socio-economic status, February/March 2005
Figure 33: Demographic profile of participants in fitness sports, by region and ACORN categories, February/March 2005
Figure 34: Demographic profile of participants in fitness sports, by marital and working status, February/March 2005
Figure 35: Demographic profile of participants in fitness sports, by detailed lifestage groups, February/March 2005
Figure 36: Demographic profile of participants in fitness sports, by media, supermarket usage and commercial television viewing, February/March 2005
Competition sports
Figure 37: Demographic profile of participants in competition sports, by gender, age and socio-economic status, February/March 2005
Figure 38: Demographic profile of participants in competition sports, by region and ACORN categories, February/March 2005
Figure 39: Demographic profile of participants in competition sports, by marital and working status, February/March 2005
Figure 40: Demographic profile of participants in competition sports, by detailed lifestage groups, February/March 2005
Figure 41: Demographic profile of participants in competition sports, by media, supermarket usage and commercial TV viewing, February/March 2005
FREQUENCY OF PARTICIPATION
Figure 42: Frequency of sport participation among regular participants, 1998-2005
Frequency of participation by type of sport
Fitness sports
Figure 43: Frequency of participation in fitness sports among regular participants, February/March 2005
Competition sports
Figure 44: Frequency of participation in competition sports among regular participants, February/March 2005
WHERE SPORT IS PLAYED
Figure 45: Sport participation, by location, 1998-2005
Regular/occasional participants by sport by where sport played
Fitness sports
Figure 46: Participation in fitness sports, by location, February/March 2005
Competition sports
Figure 47: Participation in competition sports, by location, February/March 2005
HOW MUCH IS SPENT ON SPORT
Figure 48: Annual expenditure on sports membership and entry fees, 1998-2005
Regular/occasional participants by sport by amount spent on sport
Fitness sports
Figure 49: Annual expenditure on sports membership and entry fees among fitness sport participants, February/March 2005
Competition sports
Figure 50: Annual expenditure on sports membership and entry fees among competition sport participants, February/March 2005
Demographic analysis of average expenditure patterns
Figure 51: Average expenditure on membership and entry fees, by gender, age and socio-economic status, February/March 2005
Figure 52: Average expenditure on membership and entry fees, by region and ACORN categories, February/March 2005
Figure 53: Average expenditure on membership and entry fees, by marital and working status, February/March 2005
Figure 54: Average expenditure on membership and entry fees, by detailed lifestage groups, February/March 2005
Figure 55: Average expenditure on membership and entry fees, by media, supermarket usage and commercial television viewing, February/March 2005
ATTITUDES TOWARDS HEALTHY EATING AND EXERCISE
Figure 56: Agreement with statements about healthy eating and exercise, 1995-2005
Regular/occasional participants by sport by attitudes towards healthy eating and exercise
Fitness sports
Figure 57: Agreement with statements about healthy eating and exercise among fitness sport participants, February/March 2005
Competition sports
Figure 58: Agreement with statements about healthy eating and exercise among competition sport participants, February/March 2005
SPORT PARTICIPANTS’ PURCHASING HABITS
Regular/occasional participants by sport by where bought sports goods
Fitness sports
Figure 59: Patterns of expenditure on sports clothing, footwear and equipment, by retail outlet, among fitness sports participants, February/March 2005
Competition sports
Figure 60: Patterns of expenditure on sports clothing, footwear and equipment, by retail outlet, among competition sports participants, February/March 2005
Regular/occasional participants by sport by how much spent on sports goods
Fitness sports
Figure 61: Annual expenditure on sports clothing, footwear and equipment among fitness sports participants, February/March 2005
Competition sports
Figure 62: Annual expenditure on sports clothing, footwear and equipment among competition sports participants, February/March 2005
Regular/occasional participants by sport by why clothes bought
Fitness sports
Figure 63: Motives for purchasing sports clothing and footwear among fitness sports participants, February/March 2005
Competition sports
Figure 64: Motives for purchasing sports clothing and footwear among fitness sports participants, February/March 2005
Regular/occasional participants by sport by attitudes towards sports clothing, equipment and footwear
Fitness sports
Figure 65: Attitudes towards sport and the purchase of sports equipment among fitness sports participants, February/March 2005
Competition sports
Figure 66: Attitudes towards sport and the purchase of sports equipment among competition sports participants, February/March 2005
Regular/occasional participants by sport by bottled water bought
Fitness sports
Figure 67: Bottled water purchased by fitness sports participants, by type, February/March 2005
Competition sports
Figure 68: Bottled water purchased by competition sports participants, by type, February/March 2005
Regular/occasional participants by sport by energy drinks bought
Fitness sports
Figure 69: Sports and energy drinks purchased by fitness sports participants, by type, February/March 2005
Competition sports
Figure 70: Sports and energy drinks purchased by competition sports participants, by type, February/March 2005
CONSUMER ATTITUDES AND TARGETING OPPORTUNITIES
Figure 71: Sporting attitudes and preferences, 2000-05
Reasons for playing sport
Sporting preferences
Reasons for non-participation
Attitudes towards sport by sports played
Fitness sports
Figure 72: Attitudes towards sport among fitness sports participants, February/March 2005
Competition sports
Figure 73: Attitudes towards sport among competition sports participants, February/March 2005
 SPORT TARGET GROUPS
Keep Fitters (18% of sample or 8.9 million adults)
Weight Watchers (11% of sample or 5.4 million adults)
Competitive Streakers (10% of sample or 4.9 million adults)
Armchair Sportees (20% of sample or 9.8 million adults)
Unsporting (42% of sample or 20.7 million adults)
Target groups by demographic analysis
Figure 74: Demographic analysis of sports participation target groups, by gender, age and socio-economic status, February/March 2005
Figure 75: Demographic analysis of sports participation target groups, by region and ACORN categories, February/March 2005
Figure 76: Demographic analysis of sports participation target groups, by marital and working status, February/March 2005
Figure 77: Demographic analysis of sports participation target groups, by detailed lifestage groups, February/March 2005
Figure 78: Demographic analysis of sports participation target groups, by media, supermarket usage and commercial television viewing, February/March 2005
Target groups by any participation in sport
Figure 79: Target group participation in named sports, February/March 2005
Sporting repertoire
Figure 80: Sports played, by number of sports played, February/March 2005
Targeting opportunities
Figure 81: Target group penetration among selected participation sports, February/March 2005
THE CONSUMER – DETAILED DEMOGRAPHICS
Attitudes towards healthy lifestyles
Figure 82: Demographic analysis of attitudes towards healthy lifestyles, by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, ACORN categories, media usage, supermarket usage and commercial TV viewing, February/March 2005
Regular participants by sport
Figure 83: Attitudes towards healthy lifestyles among regular participants, by sport, by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing February/March 2005
Occasional participants by sport
Figure 84: Attitudes towards healthy lifestyles among occasional participants, by sport, by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing, February/March 2005
Frequency of playing sport
Figure 85: Frequency of participation among regular sports participants, by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing, February/March 2005
Where sport is played
Figure 86: Sports partcipation by location (regular participants), by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing, February/March 2005
How much is spent on sport
Figure 87: Expenditure on memberships and entry fees (regular participants), by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing, February/March 2005
Attitudes towards sport
Most popular attitudes towards sport
Figure 88: Demographic analysis of most popular attitudes towards sport, by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing, February/March 2005
Next most popular attitudes towards sport
Figure 89: Demographic analysis of next most popular attitudes towards sport, by gender, age, socio-economic group, region, marital status, working status, detailed lifestage, media usage, ACORN categories, supermarket usage and commercial TV viewing, February/March 2005
Number of sports played regularly or occasionally
Figure 90: Demographic analysis of regular and occasional participation, by number of sports played, by gender, age, socio-economic group, region, marital status, ACORN categories, working status, detailed lifestage, media usage, supermarket usage and commercial TV viewing, February/March 2005
THE FUTURE
Economic conditions in place for further growth
Demographic trends to remain largely positive
Fitness sports are best equipped to adapt to the needs of an ageing population
Participation heads for polarisation
More participants bigger than ever
More joined up government thinking likely to have positive effect
Changing patterns of participation to stimulate equipment sector
Increasing leisure time raises prospects for sport
Changing motivations: long-term shift or fleeting fashion?
FORECAST
Scenario 1
Figure 91: Forecast of sports participation target groups, Scenario 1, 2005-10
Scenario 2
Figure 92: Forecast of sports participation target groups, Scenario 2, 2005-10
Scenario 3
Figure 93: Forecast of sports participation target groups, Scenario 3, 2005-10