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MARKET SEGMENTATION
The Active People survey was designed to collect data on participation in sport and active recreation amongst a locally representative sample of adults aged 16+ living in England. It was conducted by Ipsos MORI on behalf of Sport England.
The survey was conducted by telephone (using CATI: Computer Aided Telephone Interviewing) amongst 363,724 adults in England aged 16+. To ensure representation at a local level, at least 1,000 interviews have been completed in every Local Authority in England, except for Birmingham, the Isles of Scilly and the City of London.
The interviewing took place over a full 12-month period, starting in October 2005 and finishing on 16th October 2006. The distribution of interviews was evenly divided amongst all 354 local authorities. This approach ensured that interviews were spread evenly throughout the twelve months for each local authority, which helped to account for seasonal variations in participation.
The following table illustrates how London is performing in comparison to the country as a whole:
London Results |
National Results |
|
% of adults undertaking at least 3 days a week x 30 minutes moderate participation |
21.3% |
21% |
% of adults undertaking zero days a week x 30 minutes moderate participation |
49.5% |
50.6% |
% of adults undertaking at least one hour a week of volunteering in sport |
3.5% |
4.7% |
% of adults who are members of a club where they take part in sport |
26.2% |
25.1% |
% of adults who have received tuition from an instructor or coach over the last 12 months |
19.2% |
18% |
% of adults have taken part in organised competitive sport in the last 12 months |
13.1% |
15% |
% of adults who are fairly or very satisfied with sports provision in their local area |
66.1% |
69.5% |
Within London, regular participation in sport (at least 3 days a week x 30 minutes moderate participation) varies across different socio-demographic groups:
Males |
Females |
|
Gender |
23.8% |
18.9% |
White |
Non-White |
|
Ethnicity |
22.5% |
18.0% |
A |
C2, D, E |
|
Socio-Economic Group |
25.8% |
15.1% |
With |
Without |
|
Limiting longstanding illness or disability |
9.0% |
23.1% |
East | East Midlands | London | North East | North West | South East | South West | West Midlands | Yorkshire
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