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: su.williams@ccw.gov.ukTel: 01248 387386