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Creating a more active South London

Research & Information

Research & Information

PRO-ACTIVE South London has access to numerous surveys, studies and mapping tools that allow us to provide our partners with information regarding sports participation in their area. Sport England run regular studies and surveys that measure sports participation rates and satisfaction with specific sports and physical activities.
 
We aim to share this information and use it to form focused research reports, whether to determine what sports or activities are in demand within a certain catchment area or which areas are currently more active, or inactive, than others. Such information can be useful for funding applications, project proposals and future plans.
 
Active People Survey
 
Commissioned by Sport England, the Active People Survey is an annual survey of people aged 16+ based on sport and active recreation in England. It is currently the largest survey of sport and active recreation to be undertaken in Europe. The survey identifies how participation varies from place to place and between different groups in the population, club membership, satisfaction levels of sporting provision, and the numbers involved in organised sport/competition.
 
Active People 6 is the latest installment of the survey, running from October 2011 to October 2012. The results were published in December 2012.
 
Market Segmentation
 
Sport England has developed nineteen demographic segments to help understand the nation’s attitudes to sport and physical activity under their Market Segmentation study. 
 
Sport England presents these nineteen segments, their behaviours and characteristics, as Pen Portraits. Each portrait highlights the key factors which makes each segment distinctive and which would be useful when devising communication or strategies targeted at them. These are necessarily interpretive descriptions that are intended to highlight key characteristics rather than be comprehensive.
 
Market Segmentation Web Tool
 
An Interactive Web Tool is available via the Sport England website to carry out Market Segmentation studies. These can identify the demographic composition, the existing participation of specific sports or the demand for specific sports within a defined area. 
 
Market Segmentation Guides
 
The following guides are available to download:
 
 
Sport Satisfaction Survey
 
Sport England’s Sport Satisfaction Survey provides a detailed picture of satisfaction among sports participants across 46 sports. The survey can be used to support planning and investment decisions by providing greater understanding and knowledge of satisfaction profiles in each sport.
 
Part of the survey also covers those who have stopped participating in sport, or reduced the frequency of their participation. The aim of the 'drop-out' survey is to find out more about why people have stopped playing sport.
 
Local Sport Profiles
 
Local Sport Profiles have been developed to help local authorities in England to generate a sporting profile for their area in the form of charts and tables, bringing together data on sporting participation and provision. This data is fundamental to local authorities and other partners involved in developing and delivering sporting opportunities in their communities.
 
The Local Sport Profile Tool is an excel spreadsheet which consists of four tabs. The first two tabs provide background information and guidance notes. The third tab is the tool itself, entitled 'Local Sport Profile Tool'. At the top of the page there is a drop-down menu of all the local authorities in England (listed alphabetically). Select the local authority from the drop-down menu box and the tool will produce a wide range of practical sports intelligence appropriate to that local authority.
 
Links
 
  
Contact
 
For further information, or if you would like PRO-ACTIVE South London to help you with a report, contact:
Richard Nash, Information Lead 
richard@pro-activesouthlondon.org / 0208 726 6000 (ext 61546).
 
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