2011 update
Active Scotland: Household Targeting Tool
Group J – Unhealthy and Irregular Team Players (15% of Scottish Households)
1
Who are they?
People in relatively poor health and with low levels
of participation in sports, who tend to favour team
and pitch sports.
Segment
%
Scottish
Population %*
Adults meeting physical activity guidelines
(30 mins of activity 5 days per week)
32%
39%
Adults overweight
(BMI>=25)
67%
66%
Visit the outdoors in Scotland for leisure or
recreation at least once a week during last
12 months
41%
45%
Any sport (including recreational walking)
in last four weeks
65%
73%
Any sport (excluding recreational walking)
in last four weeks
45%
53%
Scottish Index of Multiple Deprivation (SIMD) ranking** =2
* Figures are national averages
** A ranking of 1 is most deprived, 11 is least deprived
Copyright © Experian Ltd 2010
Active Scotland: Household Targeting Tool
Group J – Unhealthy and Irregular Team Players (15% of Scottish Households)
2
Who are they?
This segment varies by age, some will have young
children, whilst others will be older, retired couples.
Many households will be single parents. They tend to
be a lower social group, living in urban areas renting
flats and small family sized properties. Lifestyles are
traditional and may not be open to change; sport is
mainly team-oriented and centred around the pub.
Unhealthy and Irregular Team Players
tend to be mainly concentrated in the
major inner city settlement conurbations
along the M8 corridor, and in the purposebuilt satellite towns that service both
Glasgow and Edinburgh.
Day in the life
At work
Unemployment is higher than the national average,
those working are typically blue-collar activities
(transport, storage, machinery) or services (callcentre, shop assistants). Income levels are low with
many on benefits support. Commuting patterns will
be localised and via public transport.
At rest
Reliance on walking and public transport. Betting,
bingo, going to the pub, listening to music and
computer games are pastimes favoured by this group.
They tend to be a sociable and community-oriented
segment, many live in the same area they were
brought-up in and will know lots of people.
At play
Not meeting physical activity and recreational
guidelines. Sports, when played, include both
social and competitive games making use of the
local public leisure centre. Some will volunteer
and be members of a sports club.
Map is illustrative. Further specific details available on request.
Copyright © Experian Ltd 2010
Active Scotland: Household Targeting Tool
Group J – Unhealthy and Irregular Team Players (15% of Scottish Households)
3
Physical activity and sport
Health and well-being
Sports engagement is defined as possibly a weekly
game of football and a few sessions of darts and
pool in the pub. The local public leisure centre is used
for gym, dance and swimming. Children are active as
walking to school and informal leisure activities prevail.
They tend to regard their health as fair, bad or very
bad. Their shopping habits indicate a higher likelihood
to purchase convenience type foods; their consumption
of fruit & veg is low, they are the least likely of all
segments to consume 5 portions a day. Heart disease,
strokes and limiting illnesses are the second highest
across the groups.
Barriers and opportunities
Health issues and a lack of interest in sport are both
barriers. For those wanting to do more, cheaper
admission and more suitable childcare / crèche
arrangements could improve participation; and
developing a more encouraging peer group could
also help drive activity.
Level of intensity
Sports that are undertaken may be short and
intense sessions, such as a gym work-out or a
game of football – equally, less intensive activities
involving social pub events are also apparent.
Smoking
This segment has a tendency to be heavy daily
smokers with a low desire for cessation.
Alcohol
National average for weekly alcohol consumption
levels, although this is polarised with many
drinking nothing or very little, some are drinking
at harmful levels.
Mental well-being
Levels of mental well-being are the second lowest of
any group. They are more likely than most other groups
to display signs of possible psychiatric disorders.
Copyright © Experian Ltd 2010
Active Scotland: Household Targeting Tool
Group J – Unhealthy and Irregular Team Players (15% of Scottish Households)
4
Typical brands:
Typical newspapers and magazines:
Umbro
JJB Sports
The Daily Star The Scottish Sun
BBC EastEnders
Gala Bingo
The Daily Record Fast Bikes
Mayfair
Ladbrokes
Inside Soap TV Quick
Rileys
McDonald’s
Take a Break Woman’s Own
Tennent’s
Sky
Nuts News of the World
Take a Break
Greggs
Iceland
The Scottish Sun
Channel preference and engagement:
Print
(local paper)
TV / Radio
Word of
mouth
Typical tone and message:
Uncomplicated Free Trial
Adamant To the point
Middle Aged Good Value
Copyright © Experian Ltd 2010
Active Scotland: Household Targeting Tool
Group J – Unhealthy and Irregular Team Players (15% of Scottish Households)
5
Level of Participation
High
Low
Participation
%*
Scottish
Household %
Young people in urban locations, with relatively low incomes, high levels
of participation in sport and a dependence on walking and public transport.
59%
4%
Affluent & Active
Well-to-do city dwellers with very high levels
of participation in sport and healthy lifestyles.
52%
6%
C
Isolated Activity
People in mainly suburban and rural locations who have limited access
to sports facilities and may not have people to go with but nonetheless
take active measures to keep fit.
47%
7%
D
Active by Nature
People in isolated locations where many physical activities
are routinely part of their lifestyles.
45%
6%
E
Aspirational
& Occasionally Energetic
Younger affluent people favouring high-energy sports, exercise tends
to be infrequent and irregular but intensive.
39%
7%
F
Active Leisure
Spenders
Middle income families taking part in racquet sports and other activities
that require relatively high investment in equipment or travel.
39%
16%
G
Occasional
Social Activity
Younger families without a great interest in sport but who may exercise
for practical reasons or participate in sports for social reasons.
38%
10%
H
Sporting Hobbies
Suburban & small-town mature families and elders with inactive
lifestyles and participating in low levels of gentle recreational activity.
37%
8%
I
Leisurely Pursuits
People living in better quality council housing which they may
have bought. They have low levels of participation and their
unhealthy lifestyles may be starting to catch up with them.
34%
14%
J
Unhealthy
and Irregular
Team Players
People in relatively poor health and with low levels of participation
in sports, who tend to favour team and pitch sports.
32%
15%
K
Underprivileged
& Inactive
People whose participation in sport and general physical activity
is hampered by limited resources, poor health and unemployment.
27%
8%
Segment
Name
Short Description
A
Young, Sporty
and Single
B
* Adults meeting physical activity guidelines (30 mins of activity 5 days per week)
The segmentation is built
using data from Health, Sport,
Outdoor Recreation and
Household surveys, and helps
identify the variations in sports
participation and activities,
including outdoor recreation,
across Scottish households. It is
underpinned by a range of key
sociodemographics, thereby
providing a rounded picture
of the Scottish population.
Every household in Scotland
has been allocated into one
of the 11 segments. Each of
these segments represent a
distinct type of household.
Typically, households in the
same segment display similar
participation, health and
socio-demographic attributes,
whilst being significantly
different from households
allocated into other segments.
For further information refer to
the Active Scotland Household
Targeting Tool project report.
All of the project resources
can be downloaded from
www.sportscotland.org.uk/
targetingtool and for general
enquiries email targetingtool@
sportscotland.org.uk
Copyright © Experian Ltd 2010