Transcript Merseyside Sports Partnership Youth Insight Workshop

Understanding and
Changing Youth
Sporting
Behaviours
Presentation
by,
Jennie Platt
Sport & Physical Activity
Officer
Sue Wells
Sport & Physical Activity
Officer (CYP)
Children and Young People
Sport England
Priority Age 14 -25
yrs
Children and Young
People
0-25 years
What is Youth Insight
Understanding Young People
• The context of their relationship with sport
• Challenges and changes of growing up. The role of peers and
importance of technology
• Their attitudes & Behaviours
• Attitude towards sport and the relationship these have to their
behaviours
Engaging Young People
• Reaching new audiences
• Positive, functional, uninterested
• Consistently active, irregular active, inactive
• Putting the insight into practice
Traditional Views of Youth
Participation
What was previously
thought
Previously believed that
behaviour and sporting
attitudes of young people
were linear
Focus was placed on
changing attitudes
Changing Views of Youth
Participation
Focus should be
on changing
behaviours NOT
attitudes
Estimated market sizes of 14-25
years old audiences in England
5 Youth Segments
Understanding Young P eople
Understanding Young People
How Do Young People Spend Their Time?
Free time activities: Time spent a week on each activity
Listen to
music
PC Games
15
6
Browse the
internet
16
Other
25
Study
11
Watch
TV/Films
16
Read
5
6
Sport
As digital natives, young people’s use of social media is innate and
constantly running, it’s not something they ‘dip in and out’ of.
13
Hang out
with friends
Understanding Young People
Understanding Gender Differences
Playing
computer
games
Doing sport
Who spends
more time doing
what… ?
Phoning
&
PlayingTV
Studying
&
Watching
Messaging
Shopping
computer
Doing
sport
Reading
&
Films
friends
games
Phoning &
Messaging
friends
Studying &
Reading
Watching TV
& Films
Shopping
BOYS
GIRLS
Motivations
Task
Motivations are changing and complex for young people when
they are choosing where and how sport and physical activity fits in
to their lives.
In your groups decide on the order the following young people
would be motivated to attend the two sessions:
Group 1: 23 female full time work bootcamp vs back to netball
Group 2: 19 male student skating vs touch rugby
Attitudes and Behaviours
Focus should be
on changing
behaviours NOT
attitudes
Estimated market sizes of 14-25
years old audiences in England
5 Youth Segments
Engaging Young People
Each group will be given a different target Youth Segment
group (aged between 14-25 years) to create a specific
Sportivate project.
In small groups, discuss how you would target these young
people in order to get them consistently active.
Consider the following:
•
•
•
•
•
Demand
What the sessions looks like
Who, where, what, why
Exit Routes & where next
Marketing & promotion- product
Engaging Young People - Best
Practice
College Sports Maker
• Fit for Work project- use of functional projects targeting students on specific
courses such as hairdressers, Childcare & Health & Beauty Students,
Construction.
Mumball (Football) & Active Buggies (Athletics)
• Sportivate projects using a similar product with completely different activities.
St Helen’s Netball project
• Use of social media & market segmentation to focus on “where women are”
(Chloe’s).
Engaging Young People - Best
Practice
•
After taster sessions give out letters of invite rather then standard leaflets, makes the
participants feel more welcome at the main sessions.
•
Posters and leaflets in relevant places for the target group. For example for 16-25
year old females advertising in beauty salons hairdressers etc. has proved successful.
•
Setting up of social media closed groups for participants, sessions have reported this
as a great way to keep participants engaged as as they motivate and encourage each
other to attend.
•
If working with older age range or targeting young parents consider using facilities
that have childcare or provide a session for children taking place alongside the
Sportivate session.
Engaging Young People - Best
Practice
• Less structured sessions, move away from traditional warm up, skills/drills, game, cool
down structure consider playing game for full session with hidden coaching
• Use of music to create a young person friendly /less formal atmosphere
• Regular consultation with young people/participants to shape future delivery
• Pay as you play, no long term commitment upfront, sessions structured so if they miss
several weeks they can easily return without feeling like they have ‘dropped behind’
• Include social time for them to chat, catch up.
• Non-sporty people might be put of activities in leisure/sports centres, consider
alternative facilities such as youth centre, community halls, schools.
Thank You for Listening
1
Age: 14-25 years
Occupation: Young
Professional
JASON
Target Market Size
50,559
young people in Merseyside
 Positive about sport and take part
on a consistent basis
 There are more boys than girls in
this area - includes usual ‘sporty’
audience
 They remain consistently active and
enjoy it.
 For them, doing sport is normal and
their friends and family also tend to
take part
2
Age: 14-25 years
Occupation: Full
time Job
JASON
Target Market Size
37,919
young people in Merseyside
 Positive about sport and enjoy it
when they do take part
 Increasingly find it doesn’t fit their
lives
 Unable or unwilling to prioritise
sport on a regular basis e.g. isn’t
relevant to peer group, external
pressures, work load etc
3
Age: 14-25 years
Occupation:
Trainee /Apprentice
JASON
Target Market Size
75,839
young people in Merseyside
 Uninterested young people who are
still taking part (younger end of youth
market)
 Those in functional area tend to
value the benefits that sport offers
(i.e. health, enhancing skills and CV)
 In motivation terms, ‘being fit’
looking and feeling good overtakes
being ‘sporty’ - more likely to be 18
and over
 The activity being ‘fun’ becomes less
relevant - more important to reinforce
the benefits
4
Target Market Size
37,919
young people in Merseyside
Age: 14-25 years
Occupation: Education
(Secondary)
 Recognise the benefits of sport and
activity and do take part from time to
time but not that consistently
 We have those who are at the time
when they don’t have that
immediate goal on the horizon to
motivate them
5
Target Market Size
50,559
young people in Merseyside
Age: 14-25 years
Occupation:
Education - College
 They have reached the age where
they can choose not to take part.
 Many have had a negative
experience of sport in the past, for
many it was something forced on
them, which will skew their response
to any language, imagery, people and
communications they think are about
sport.
 Whilst an activity may be sport, the
message doesn’t need to be and
this is likely to be necessary for this
group.