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Population SegmentationOutdoor Recreation, Physical Activity,
and Health
Sue Williams
Senior Social Research Officer
Countryside Council for Wales
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Aim of analysis:
Understanding the relationship
between:
• participation in outdoor recreation;
• levels of physical activity;
• derived health benefits
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Analysis based on data from the Welsh
Outdoor Recreation Survey:
• Household Survey of over 6000
residents of Wales
• 12 months continuous fieldwork
• Representative of the adult population of
Wales
• Detailed questionnaire covering all
aspects of recreation, physical activity and
demographics
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Methodology:
Multivariate analysis based on
interaction between 3 variables:
• Frequency (5 x week)
• Duration (150+ minutes / week)
• Intensity (moderate to high)
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
7 segments fit into 3 ‘Zones’:
Red Zone Amber Zone Green Zone
14% of pop’n 56% of pop’n 29% of pop’n
2 segments 3 segments 2 segments
Least Active Low to Moderate Highly Activeactivity
No / limited Some health Maximum health health benefits benefits benefits
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Red Zone
Segment 1: Non-Participants. 6%
• Combination of old age + disability• Associated ‘lifestyle’ factors: no car, no qualifications,
retired• No difference between men and women• Not related to deprivation (Community First, WIMD)• Very low level of Latent Demand• Barriers: combination of ‘Disability’ + ‘Poor Health’ +
‘Old Age’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Red Zone
Segment 2: Rare Participants. 8%
• Similar to ‘non-participants’ re old age + disability• BUT … also include ‘middle-aged’ and ‘working’• ‘Passive’ activities• Most likely to live in an urban area, but not related to
deprivation (Community First, WIMD)• High level of Latent Demand for ‘passive’ pursuits• Main Barriers: ‘Too Busy’ + ‘No Reason’ or
‘Poor Health’ + ‘Old Age’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Amber Zone
Segment 3: Infrequent, Low Intensity Participants. 9%
• Women with children; Not a dog owner• Not related to deprivation (Community First, WIMD) or
location• ‘Passive’ pursuits, motivated by ‘entertaining children’• Visits Playgrounds, Local parks, Beaches• Moderately high level of Latent Demand• Main Barrier: ‘Too Busy’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Amber Zone
Segment 4: Frequent, Low Intensity Participants. 21%
• Dog owners; No children• Rural residents, but not related to deprivation (Community
First, WIMD)• ‘Walking’ in local areas (Parks and Farmland)• Motivated by functional needs: ‘To walk the dog’• Low level of Latent Demand• Main Barriers: ‘Too Busy’ and ‘No Reason’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Amber Zone
Segment 5: High Intensity, Infrequent, Under 150 min. 26%
• Young /middle ages (25-44); educated, working and affluent• Neither location nor deprivation have any effect• ‘Active’ pursuits: running and cycling, in local areas (parks
and roadside tracks)• Motivated by ‘Health and Exercise’• High level of Latent Demand• Main Barriers: ‘Too Busy’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Green Zone
Segment 6: High Intensity, Infrequent, Over 150 min. 12%
• Men, middle-aged, with children, no dog• Highly educated and working• No difference re rural / urban or Community First, but in
top 10% WIMD• ‘Active’ pursuits and ‘Days Out’ – mountains, woods, coast• Motivated by ‘Participating in my Hobby’ and ‘Scenery’• High level of Latent Demand• Main Barriers: ‘Too Busy’ and ‘Lack of Places to Go’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Green Zone
Segment 7: High Intensity, Frequent Participants. 17%
• Dog owners, living in rural areas, and in top 10% WIMD• No difference between men / women, having children or a
car, or Community First Areas• Diversity of ‘Active’ pursuits: running, cycling, horse riding• Different locations: Woods, Mountains, Farmland• Range of motivations: ‘Health’, ‘Hobbies’, ‘Exercising Dog’• Lowest level of Latent Demand• Main Barriers: ‘Too Busy’
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
So … which groups participate less?
… there isn’t a simple answer!
• Multiple attributes (combinations of age, disabilities,
genders, children, dog ownership and working status)
• Demographics have the greatest effect … followed by
‘lifestyle’ factors
• ‘Geography’ (where you live) has the least effect
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Non-participation associated with:
• combination of old age, disability and poor health
• but also those who are busy with low motivation
Low participation associated with:
• women who have children, but no dog
Low intensity associated with:
• dog owners (also likely to be older women)
Short duration associated with:
• educated, affluent, working adults, who are too busy
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Key challenges:
Who should we target?
• Single demographic groups?
• Multiple demographic / lifestyle groups?
• ‘lifestage’ groups rather than geographical areas?
Which level should we focus on:
• Absolute non-participants?
• Limited participants?
• Maintain active participants
Population Segmentation: Outdoor Recreation, Physical Activity, and Health
Full survey results are on CCW’s website:http://www.ccw.gov.uk/enjoying-the-country/welshoutdoor-recreation-survey.aspx
Enquires:Sue Williams
e-mail: [email protected]: 01248 387386