Population Segmentation
Outdoor 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
activity
Highly Active
No / limited
health benefits
Some health
benefits
Maximum health
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/welshoutdoorrecreation-survey.aspx
Enquires:
Sue Williams
e-mail: su.williams@ccw.gov.uk
Tel: 01248 387386