0
The sport of tomorrow
Future consumer trends impacting sports participation

Prepared for Sports and Recreation Alliance
C...
What we’ll cover today

1

About Future Foundation

2

Levels of sports participation

3

Consumer trends impacting on fut...
The sport of tomorrow
1

About Future
Foundation
Who are the Future Foundation
We specialise in generating
actionable insights about the future

A diverse collection of in...
nVision | A cross-category view of consumers
Localism

Affluence & Luxury

Leisure Behaviours
Consumer Confidence

Health ...
nVision | Perspectives on the changing consumer
Sources & Methodology

Regularly published content

Proprietary Quantitati...
The sport of tomorrow
2

Levels of sports
participation
Sport participation
% who have done sport/physical activity (excluding utility cycling) in the last 4 weeks | 2012

100%

...
Household expenditure on recreational services

In millions, at current and constant* prices | Data for 2013 based on Q1 a...
E-commerce, clothes or sports goods
% who have ordered clothes or sports goods online in the
past 12 months | May 2013 nVi...
Children’s views on sport and exercise
“How important do you think it is to do these things in order to be healthy?
Do lot...
The sport of tomorrow
3

Consumer trends
impacting on future
sports participation
Many trends have potential impacts on future
participation in sport
Many trends have potential impacts on future
participation in sport, continued
Play
nVision UK Key Trend
While the act of being at play may once
have been considered niche behaviour, it
has long since ...
Play: some of the evidence
% who play computer/video games at least once a week

100%
80%

2010

60%

2011

40%
20%

0%
To...
Play: trend in action

May 2012 saw Wagon Wheels launching a
digital treasure hunt as part of its alien-themed
“The Truth ...
Play
Implications for sport
Sports can no longer rely solely on their
intrinsic playful nature to satisfy the
needs of th...
19

Performative
Leisure
nVision UK Key Trend
In our increasingly mobile-enriched lives,
broadcasting real-time records of...
Performative Leisure: some of the evidence
“Please tell us which types of information you
like to share details about”
0% ...
Performative Leisure: trend in action

Walibi
Connect

Mexican football team los Jaguares de Chiapas

Socialcam

Squawka
22

Performative
Leisure
Implications for sport
It’s not enough to play a great game or
smash your personal best anymore ...
23

The Quantified
Self
nVision UK Key Trend
Smart technology is empowering
consumers to collect and interpret realtime in...
Quantified Self: some of the evidence
% online individuals using
personal health tracking apps

2010: 4%

Interest in an a...
Quantified Self: trend in action

Nike’s Hyperdunk+ iD Basketball Shoe

Under Armour’s E39 shirt
26

The Quantified
Self
Implications for sport
The first step to performance
improvement is performance monitoring
and th...
27

Perfection of the
Body
nVision Key Trend
In our appearance-conscious society,
individuals are being invited to use all...
Perfection of the body: some of the evidence

“I would rather
look good than
feel good”

“I feel under pressure to look as...
Perfection of the body: the trend in action
Neuro Drinks:
Claiming to aid sleep/sexual performance/weight
loss/concentrati...
30

Perfection of the
Body
Implications for sport
Today, the motivations for pursuing sport and
exercise are more and mor...
The sport of tomorrow
4

Some open questions to
think about
New Materials will revolutionise our lives (and sport)

Graphene – the new wonder material

Cooling technologies

Wearable...
.thng: an ever more connected ”internet of things”
50 billion
connected devices

500 million
connected
devices

2003

6.3 ...
The Power of Novelty
 Short attention spans are endemic for today’s easily distracted, grass-is-alwaysgreener and hard to...
Be wary of asking for long-term commitments
 Many of today’s consumers don’t want to be tied in to long-term contracts an...
The Need for Motivation and Reward
 It’s so easy to not participate. Find ways to incentivise and reward consumers to
res...
The sport of tomorrow
Future consumer trends impacting sports participation

Nick Chiarelli, Key Account Director
nickc@fu...
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Chairs network meeting with Future Foundation

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Transcript of "Chairs network meeting with Future Foundation "

  1. 1. The sport of tomorrow Future consumer trends impacting sports participation Prepared for Sports and Recreation Alliance Chair’s Network Meeting | October 2013 Nick Chiarelli, Key Account Director
  2. 2. What we’ll cover today 1 About Future Foundation 2 Levels of sports participation 3 Consumer trends impacting on future sports participation 4 Summing up
  3. 3. The sport of tomorrow 1 About Future Foundation
  4. 4. Who are the Future Foundation We specialise in generating actionable insights about the future A diverse collection of individuals united by our incisive view of the world, our rigorous but creative thinking, our openness to new ideas and our dedication to the highest quality work. Our mission is to provide clarity to our clients, reduce their risk and inspire creativity
  5. 5. nVision | A cross-category view of consumers Localism Affluence & Luxury Leisure Behaviours Consumer Confidence Health and Wellbeing Personal Finances Values & Attitudes Technology Behaviours Advertising Aspirations Social Media Family & Home Shopping Media Usage Environment and Sustainability
  6. 6. nVision | Perspectives on the changing consumer Sources & Methodology Regularly published content Proprietary Quantitative Research  Original online research exclusive to subscribers.  5 waves per year in the UK  2 waves per year 24 markets globally Established Trends Other proprietary research  Trend spotters in 60 global markets  Additional qualitative research  nVoys: expert panels Category reports Beyond 2020 reports Individual data charts Third party resources  Access to a wide variety of third party reputable data sources to expand our research reach. Emerging trends nVision Forecasts Brand manifestation database Special analyses Consultancy hours Stimulus!
  7. 7. The sport of tomorrow 2 Levels of sports participation
  8. 8. Sport participation % who have done sport/physical activity (excluding utility cycling) in the last 4 weeks | 2012 100% 2009 36% 2012 of adults participate in moderate intensity sport at least once a week 80% 60% 40% 20% Source: Taking Part Survey, Department for Culture, Media and Sport/nVision | Base: 9,188 face-to-face respondents aged 16+, England, 2012 75+ 65-74 45-64 25-44 16-24 Female Male Total 0%
  9. 9. Household expenditure on recreational services In millions, at current and constant* prices | Data for 2013 based on Q1 and Q2 Current £8,000 Constant £7,000 £6,000 £5,000 £4,000 £3,000 £2,000 £1,000 Source: Consumer Trends, National Statistics/nVision | Base: UK, 2013 2013 2012 2011 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999 1998 1997 £0
  10. 10. E-commerce, clothes or sports goods % who have ordered clothes or sports goods online in the past 12 months | May 2013 nVision forecast based on latest available data 100% Observed Forecast 80% 60% 40% 20% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 0% This forecast is based on the assumption that the appeal of using e-commerce platforms will continue to grow as they become still more established, accepted and comprehensive in terms of coverage - as well as offering prices that very often cannot be matched by highstreet retailers. In the next five years, we can also expect to see a more diverse demographic profile for e-commerce shoppers as well as the rise of online tools which promise to locate the best deals on our behalf. Source: Eurostat Survey on ICT Usage/nVision | Base: All individuals aged 16-74, UK, 2012
  11. 11. Children’s views on sport and exercise “How important do you think it is to do these things in order to be healthy? Do lots of exercise/play lots of sport” | nVision Kids Research, 2012 100% Not at all important to do to be healthy 80% Not very important to do this to be healthy 60% Quite important to do this to be healthy 40% 20% 42% 55% 54% 35% 23% 0% Total Boys 7-11 Boys 12-15 Girls 7-11 Girls 12-15 Source: nVision Research | Base: 1,018 online respondents aged 7-15, GB, 2012 Very important to do this to be healthy
  12. 12. The sport of tomorrow 3 Consumer trends impacting on future sports participation
  13. 13. Many trends have potential impacts on future participation in sport
  14. 14. Many trends have potential impacts on future participation in sport, continued
  15. 15. Play nVision UK Key Trend While the act of being at play may once have been considered niche behaviour, it has long since been transformed into a mainstream activity with appeal across all consumer segments. In turn, ever more products and services feature playful and game-like mechanics, ever more brands seek to engage us by extending invitations to play.
  16. 16. Play: some of the evidence % who play computer/video games at least once a week 100% 80% 2010 60% 2011 40% 20% 0% Total 16-24 25-34 % who have a games console in their home Those interested in a device which alerted them at the instant the online price of a product they wanted had decreased 35-44 45-54 55-64 65-74 2012: 57% 35% 16-24s: 78% Own a handheld game device 2012: 69% 16-24s: 84% 23% Use gaming apps at least once a month $1 million Revenue from Angry birds each month Source: nVision Research | Base: 1,000 – 5,000 online respondents aged 16+, GB, 2012
  17. 17. Play: trend in action May 2012 saw Wagon Wheels launching a digital treasure hunt as part of its alien-themed “The Truth is in There” campaign. As part of Corona’s 6-pack board game campaign, consumers had the chance to transform cardboard beer carriers into game boards - using beer bottle caps as game pieces. March 2012 saw Tesco launching its first Facebook game - styled as Delivery Dash. March 2012 saw Domestos launch a “Flush of Fortune” roulette game hosted on a dedicated mini-site. Carlsberg’s campaign which ran in early 2012 saw drinkers in Israel being challenged to pour as many virtual pints as they could in a period of just 60 seconds - using an app which was only accessible on 20 iPads located across participating bars in Tel Aviv.
  18. 18. Play Implications for sport Sports can no longer rely solely on their intrinsic playful nature to satisfy the needs of their participants. Instead they should look for possibilities to add fun and engaging elements to how their sports are played and marketed. Participants should be encouraged to interact with billboards or scan certain codes to unlock game-like offers and elements, in the name of adding fun and building loyalty.
  19. 19. 19 Performative Leisure nVision UK Key Trend In our increasingly mobile-enriched lives, broadcasting real-time records of our leisure activities as a way to earn status becomes ever easier.
  20. 20. Performative Leisure: some of the evidence “Please tell us which types of information you like to share details about” 0% 20% 40% 60% 80% 100% Holidays I've been on Places I've been to (e.g. restaurants, concerts, sporting… Films/music I have recently watched/listened to My day-to-day life Clothes I have bought With friends With family With contacts on social networks “I like it when people acknowledge my posts/photos/comments on social networking sites” 59% Women 25-34 16-24 Source: nVision Research | Base: 2,000 online respondents aged 16+, GB, 2012 63% 67% 75%
  21. 21. Performative Leisure: trend in action Walibi Connect Mexican football team los Jaguares de Chiapas Socialcam Squawka
  22. 22. 22 Performative Leisure Implications for sport It’s not enough to play a great game or smash your personal best anymore – everything has to be shareable. Brands can merely sit back while their users share their experiences of the brand, or they can proactively encourage and facilitate the sharing process. Will we simply spectate when we can use real-time services to facilitate a more pro-active form of participation
  23. 23. 23 The Quantified Self nVision UK Key Trend Smart technology is empowering consumers to collect and interpret realtime information about ever more aspects of their daily lives. In turn, the results are being harnessed to find new efficiencies, reduce spend, adopt a more professional approach to lifestyle management...
  24. 24. Quantified Self: some of the evidence % online individuals using personal health tracking apps 2010: 4% Interest in an app that allows you to track the number of calories/ nutritional value of the food you eat 27% 16-24s: 42% 2012: 7% 16-24s: 13% “All individuals will be given a 'personal health rating' in the future” 40% If there were a non-intrusive device which automatically registered the following information, would you be interested in monitoring: Weight/BMI Calorie/fat intake Calories burnt while exercising Sources: see notes page 57% 54% 47%
  25. 25. Quantified Self: trend in action Nike’s Hyperdunk+ iD Basketball Shoe Under Armour’s E39 shirt
  26. 26. 26 The Quantified Self Implications for sport The first step to performance improvement is performance monitoring and this is becoming available to casual sportsmen and women. Technology is enabling at-a-distance competition with friends and the broader networked world. Will we see the emergence of Opta-style stats and data-based performance consultancy for the ordinary participant?
  27. 27. 27 Perfection of the Body nVision Key Trend In our appearance-conscious society, individuals are being invited to use all means at their disposal to banish defects, remove blemishes and adopt an optimised approach to aesthetics.
  28. 28. Perfection of the body: some of the evidence “I would rather look good than feel good” “I feel under pressure to look as good as I can” 60% 2010 .thng 2012 Total: 9% 16-24s: 21% 40% 20% DE C2 C1 AB 65+ 55-64 45-54 35-44 25-34 16-24 Female Male Total 0% “I would consider having some form of cosmetic surgery” All: 17% Females: 19% 25-34s: 28% “I would consider non-invasive forms of cosmetic surgery” All: 28% Females: 33% 25-34s: 48% Source: nVision Research | Base: 1000-2000 online respondents aged 16+, GB, 2012
  29. 29. Perfection of the body: the trend in action Neuro Drinks: Claiming to aid sleep/sexual performance/weight loss/concentration levels BuildMyBod: Plastic surgery app calculates the cost of your perfect body .thng
  30. 30. 30 Perfection of the Body Implications for sport Today, the motivations for pursuing sport and exercise are more and more likely to include some element of vanity and body styling. Sports bodies may wish to consider communicating the health and appearance benefits of their sports. Innovations in surgery and quick-fix beauty products have lessened the need for consumers to invest considerable time and energy in spending hours on the treadmill and the sports world needs to have a response in place.
  31. 31. The sport of tomorrow 4 Some open questions to think about
  32. 32. New Materials will revolutionise our lives (and sport) Graphene – the new wonder material Cooling technologies Wearable technology Thermal-vision technology 3D printing
  33. 33. .thng: an ever more connected ”internet of things” 50 billion connected devices 500 million connected devices 2003 6.3 billion people 2010 2015 By 2008, the number of connected devices outgrew the number of people. By 2020, there will be roughly 6 and a half connected devices per person. 2020 7.6 billion people Source: Cisco 2012 The Internet of Things
  34. 34. The Power of Novelty  Short attention spans are endemic for today’s easily distracted, grass-is-alwaysgreener and hard to motivate wannabe sports participant Bartitsu Battle Badminton is an eclectic martial art and self-defence takes social badminton to the next level, method originally developed in England during letting users find new players (aged 18+) to the years 1898–1902. Although dormant play and issue and accept challenges to throughout most of the 20th century, bartitsu has ‘battle’ it out for pride on court in singles or been experiencing a revival since 2002, doubles matches. especially since the Guy Richie Sherlock Holmes films. http://www.badmintonengland.co.uk/show_news.asp?section=13&sectionTitle=News&itemid=5702#.UoDFh9BFCM8
  35. 35. Be wary of asking for long-term commitments  Many of today’s consumers don’t want to be tied in to long-term contracts and commitments, in their personal lives or in their relationships with brands
  36. 36. The Need for Motivation and Reward  It’s so easy to not participate. Find ways to incentivise and reward consumers to resist the call of the sofa/pub Nike Fuelband SE LA Fitness Zamzee Drinking Mirror
  37. 37. The sport of tomorrow Future consumer trends impacting sports participation Nick Chiarelli, Key Account Director nickc@futurefoundation.net | 0203 008 5747 Futurefoundation.net | 0203 008 4889 @nickchiarelli @futurethoughts
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