1. Understanding and Changing Youth Sporting Behaviours Presentation by, Jennie Platt Sport & Physical Activity Officer Sue Wells Sport & Physical Activity Officer (CYP)

2. Children and Young People 0-25 years Sport England Priority Age 14 -25 yrs

3. What is Youth Insight Understanding Young People The context of their relationship with sport Challenges and changes of growing up. The role of peers and importance of technology Their attitudes & Behaviours Attitude towards sport and the relationship these have to their behaviours Engaging Young People Reaching new audiences Positive, functional, uninterested Consistently active, irregular active, inactive Putting the insight into practice

4. Traditional Views of Youth Participation Focus was placed on changing attitudes What was previously thought Previously believed that behaviour and sporting attitudes of young people were linear

5. Changing Views of Youth Participation Focus should be on changing behaviours NOT attitudes Estimated market sizes of 14-25 years old audiences in England

6. 5 Youth Segments

7. Understanding Young P eople

8. As digital natives, young people’s use of social media is innate and constantly running, it’s not something they ‘dip in and out’ of. How Do Young People Spend Their Time? Free time activities: Time spent a week on each activity Browse the internet 25 Phone or message friends 17 Study 11 Watch TV/Films 16 Listen to music 15 PC Games 6 Sport 6 Hang out with friends 13 Read 5 Other 16 Understanding Young People

9. Understanding Gender Differences Playing computer games Who spends more time doing what… ? Phoning & Messaging friends Watching TV & Films Watching TV & Films Doing sport Studying & Reading Shopping BOYS GIRLS Understanding Young People

10. Motivations Task Motivations are changing and complex for young people when they are choosing where and how sport and physical activity fits in to their lives. In your groups decide on the order the following young people would be motivated to attend the two sessions: Group 1: 23 female full time work bootcamp vs back to netball Group 2: 19 male student skating vs touch rugby

11. Attitudes and Behaviours Focus should be on changing behaviours NOT attitudes Estimated market sizes of 14-25 years old audiences in England

12. 5 Youth Segments

13. Each group will be given a different target Youth Segment group (aged between 14-25 years) to create a specific Sportivate project. In small groups, discuss how you would target these young people in order to get them consistently active. Consider the following: Demand What the sessions looks like Who, where, what, why Exit Routes & where next Marketing & promotion- product Engaging Young People

14. Engaging Young People - Best Practice College Sports Maker Fit for Work project- use of functional projects targeting students on specific courses such as hairdressers, Childcare & Health & Beauty Students, Construction. Mumball (Football) & Active Buggies (Athletics) Sportivate projects using a similar product with completely different activities. St Helen’s Netball project Use of social media & market segmentation to focus on “where women are” (Chloe’s).

15. Engaging Young People - Best Practice After taster sessions give out letters of invite rather then standard leaflets, makes the participants feel more welcome at the main sessions. Posters and leaflets in relevant places for the target group. For example for 16-25 year old females advertising in beauty salons hairdressers etc. has proved successful. Setting up of social media closed groups for participants, sessions have reported this as a great way to keep participants engaged as as they motivate and encourage each other to attend. If working with older age range or targeting young parents consider using facilities that have childcare or provide a session for children taking place alongside the Sportivate session.

16. Engaging Young People - Best Practice Less structured sessions, move away from traditional warm up, skills/drills, game, cool down structure consider playing game for full session with hidden coaching Use of music to create a young person friendly /less formal atmosphere Regular consultation with young people/participants to shape future delivery Pay as you play, no long term commitment upfront, sessions structured so if they miss several weeks they can easily return without feeling like they have ‘dropped behind’ Include social time for them to chat, catch up. Non-sporty people might be put of activities in leisure/sports centres, consider alternative facilities such as youth centre, community halls, schools.

17. Thank You for Listening

18. JASON  Positive about sport and take part on a consistent basis  There are more boys than girls in this area - includes usual ‘sporty’ audience  They remain consistently active and enjoy it.  For them, doing sport is normal and their friends and family also tend to take part Age: 14-25 years Occupation: Young Professional ‘Active and enjoy it’ 1 50,559 young people in Merseyside Target Market Size

19. JASON  Positive about sport and enjoy it when they do take part  Increasingly find it doesn’t fit their lives  Unable or unwilling to prioritise sport on a regular basis e.g. isn’t relevant to peer group, external pressures, work load etc Age: 14-25 years Occupation: Full time Job ‘Enjoy it but too busy’ 2 37,919 young people in Merseyside Target Market Size

20. JASON  Uninterested young people who are still taking part (younger end of youth market)  Those in functional area tend to value the benefits that sport offers (i.e. health, enhancing skills and CV)  In motivation terms, ‘being fit’ looking and feeling good overtakes being ‘sporty’ - more likely to be 18 and over  The activity being ‘fun’ becomes less relevant - more important to reinforce the benefits Age: 14-25 years Occupation: Trainee /Apprentice ‘Uninterested but take part’ 75,839 young people in Merseyside 3 Target Market Size

21.  Recognise the benefits of sport and activity and do take part from time to time but not that consistently  We have those who are at the time when they don’t have that immediate goal on the horizon to motivate them Age: 14-25 years Occupation: Education (Secondary) ‘Infrequent and inactive’ 37,919 young people in Merseyside 4 Target Market Size

22.  They have reached the age where they can choose not to take part.  Many have had a negative experience of sport in the past, for many it was something forced on them, which will skew their response to any language, imagery, people and communications they think are about sport.  Whilst an activity may be sport, the message doesn’t need to be and this is likely to be necessary for this group. Age: 14-25 years Occupation: Education - College ‘Not interested, don’t do it’ 5 50,559 young people in Merseyside Target Market Size