outdoors-participation-report-v2

7%
of Active
Outdoors
Market
Primary purpose of visit to outdoors
is for learning/personal development,
physical activity is used as a means
by which to learn/personally develop.
These people may discover a love of
a sport along the way.
33%
of Active
Outdoors
Market
Who:
• Highest Relatively proportion more males of female compared participants to the average in this but segment not the compared highest segment to the other in terms segments of
• proportion Predominantly aged 35-54 years
• Along Predominantly with Fitness 24-54 in years Nature, segment with the smallest proportion of individuals under
24 years
• Less likely to have children under 18.
Relatively even split of those with and without children under 18.
Why:
• Segment most likely to have first participated with friends (30%). Also likely to have first
participated with family (34%)
• The motivation of developing a sense of self worth is highest in this segment compared to
other segments
• To have fun, be close to nature, learning something and challenging oneself are important
motivational factors for learners
• They are not motivated by making new friends or competing.
Where:
• 84% participate in countryside and 60% participate on/in water
• 24% participate in towns/cities
• Majority travel more than 10 miles to participate (68%).
When:
• 64% participate throughout the year (64%),
a further 27% participate 2/3 seasons.
25% Weekly
23% Monthly
42% 38% Every Weekly few months
10% 25% Once Monthly per year/few years
28% Every few months
9% Once per year/few years
What:
• Participate in an average of four activities
• Most likely activities include camping; hill walking; mountain biking
• Other activities include angling; canoeing/kayaking; horse riding; orienteering;
mountaineering; running.
Social Explorer 27%
Lone Explorer 12%
Family Explorer 61%
Barriers and Transitions:
• More likely than other segments to cite participating in other activities and not having any
opportunity as barriers to participation
• Having more spare time cited as the most likely reason for returning than other segments.
50
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