Youth Insight Research Sport England

Creating a sporting habit for life Identifying target audiences 2

Creating a sporting habit for life “Sporting” behaviour What we’ve learned 3 “Sporting” attitude PositiveFunctionalUninterested Irregular Consistently active Consistently inactive We need to focus on changing behaviours not attitudes

Creating a sporting habit for life Young people’s attitudes and behaviours – 5 groups Sporting behaviour Consistently inactive Irregular Consistently active Positive 2 Functional Uninterested 4 Sporting attitude

Creating a sporting habit for life Which group are you in? Sporting behaviour Consistently inactive Irregular Consistently active Positive 2 Functional Uninterested 4 Sporting attitude

Creating a sporting habit for life Sizing the market: young people’s attitudes and behaviours 20% c1.7m 30% c2.5m Sporting behaviour Consistently inactive Irregular Consistently active Positive 15% c1.2m Functional Uninterested 15% c1.2m Sporting attitude Estimated sizes* of year old audiences * Extrapolated from Active People Survey and Habit for Life research data

Creating a sporting habit for life The challenge: supplying the sporty or breaking the norm? 7 20% c1.7m 30% c2.5m Sporting behaviour Consistently inactive Irregular Consistently active Positive 15% c1.2m Functional Uninterested 15% c1.2m Sporting attitude ?

Creating a sporting habit for life Delivering the right experience for all young people 8

Creating a lifelong sporting habit Designing and delivering the right experience How much have you prompted, reminded (and even rewarded) me? Don’t tell me to do it and don’t say it will be fun Talk to me about my life

Creating a sporting habit for life A few key points Young people’s behaviour does not always reflect their attitude to sport – we need to focus on changing behaviours not attitudes Many young people take part in sport/activity for more functional or lifestyle reasons. We need to keep engaging them and providing feedback on what actually matters to them not what matters to sport Sport can provoke strong emotional responses. Whilst the activity can be sport, the message that sells it doesn’t have to be. Levelling the playing field can also help overcome the emotional baggage of sport Sport often has to compete or connect with wider interests or priorities. Young people respond well to meaningful experiences; those which benefit them as an individual, reinforce their place in their social group or help them develop The supply of sport tends to reach those already engaged. Young people, particularly those in their late teens/early 20s, need to feel the community sport offer is specific enough to their needs and fits with their lives