Understanding and Changing Youth Sporting Behaviours Presentation by, Jennie Platt Sport & Physical...
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Transcript of Understanding and Changing Youth Sporting Behaviours Presentation by, Jennie Platt Sport & Physical...
Understanding and Changing YouthSporting
Behaviours
Presentation by,
Jennie PlattSport & Physical Activity Officer
Sue WellsSport & Physical Activity Officer (CYP)
Children and Young People
Children and Young People
0-25 years
Sport England Priority Age 14 -25
yrs
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
Focus was placed on changing attitudes
What was previously thought
Previously believed that behaviour and sporting attitudes of young people were linear
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
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.
How Do Young People Spend Their Time?
Free time activities: Time spent a week on each activity
Browse the internet
25
Phone or message friends 17
Study
11
Watch TV/Films
16
Listen to music
15PC Games
6
Sport
6
Hang out with friends
13Read
5
Other
16
Understanding Young People
Understanding Gender Differences
Playing computer
games
Playing computer
games
Who spends more time doing
what… ?
Phoning & Messaging
friends
Phoning & Messaging
friends
Watching TV & Films
Watching TV & Films
Doing sportDoing sportStudying &
Reading
Studying & Reading
Shopping
Shopping
BOYS GIRLS
Understanding Young People
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
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
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
JASON
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
Age: 14-25 yearsOccupation: Young Professional
‘Active and enjoy it’
1
50,559young people in Merseyside
Target Market Size
JASON
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
Age: 14-25 yearsOccupation: Full time Job
‘Enjoy it but too busy’
2
37,919young people in Merseyside
Target Market Size
JASON
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
Age: 14-25 yearsOccupation: Trainee /Apprentice
‘Uninterested but
take part’
75,839young people in Merseyside
3
Target Market Size
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
Age: 14-25 yearsOccupation: Education (Secondary)
‘Infrequent and
inactive’
37,919young people in Merseyside
4
Target Market Size
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.
Age: 14-25 yearsOccupation: Education - College
‘Not interested,
don’t do it’
5
50,559young people in Merseyside
Target Market Size