outdoors-participation-report-v2
outdoors-participation-report-v2
outdoors-participation-report-v2
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Sense of being part of and exploring the<br />
natural world. Physical activity is driven<br />
by emotional purposes and revolves<br />
around exploring and learning. May be<br />
secondary to other hobbies such as bird<br />
watching or photography.<br />
33%<br />
of Active<br />
Outdoors<br />
Market<br />
Who:<br />
• Highest proportion of female participants in this segment compared to the other segments<br />
• Predominantly aged 35-54 years<br />
• Along with Fitness in Nature, segment with the smallest proportion of individuals under<br />
24 years<br />
• Relatively even split of those with and without children under 18.<br />
Why:<br />
• Segment most likely to have first participated with family (39%) and 22% first participated<br />
with friends<br />
• To explore scenery where they like spending time with friends and family; relaxing and<br />
unwinding are more important factors than health and exercise<br />
• To make new friends, to develop sport specific skills; to compete/win, for an adrenaline<br />
kick are of little importance to them.<br />
Where:<br />
• Segment most likely to participate in the countryside (89%) and seaside (43%)<br />
• Segment least likely to participate in town/city (21%)<br />
• More likely than other segments to participate on a self-organised UK holiday (54%).<br />
When:<br />
• 49% participate throughout the year with a<br />
further 38% participating across 2/3 seasons.<br />
25% Weekly<br />
23% Monthly<br />
42% Every few months<br />
10% Once per year/few years<br />
What:<br />
• 31% hill walk/ramble, significantly higher proportion than other segments<br />
• 30% also likely to swim<br />
• Participate in an average of three activities<br />
• Most likely activities include camping, hill walking and mountaineering<br />
• 43% Duke Of Edinburgh Awards<br />
• 60% National Trust Members<br />
• Likely to involve another hobby such as bird watching, painting or photography.<br />
Social Explorer 27%<br />
Lone Explorer 12%<br />
Family Explorer 61%<br />
Barriers and Transitions:<br />
• More likely than other segments to cite family commitments as barrier to <strong>participation</strong><br />
• More likely than other segments to cite ‘no opportunity’ (perceived and actual) as barrier<br />
to <strong>participation</strong><br />
• Having more spare time cited as the most likely reason for returning than other segments.<br />
32 33
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