future foundation chairs network meeting 2013
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TRANSCRIPT
The sport of tomorrow
Future consumer trends impacting sports participation
Prepared for Sports and Recreation AllianceChair’s Network Meeting | October 2013
Nick Chiarelli, Key Account Director
1 About Future Foundation
2 Levels of sports participation
3 Consumer trends impacting on future sports
participation
4 Summing up
What we’ll cover today
About Future
Foundation1
The sport of tomorrow
Who are the Future Foundation
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.
We specialise in generating
actionable insights about the future
Our mission is to provide
clarity to our clients, reduce
their risk and inspire creativity
nVision | A cross-category view of consumers
Personal Finances
Consumer Confidence
Technology Behaviours
Advertising
Social Media
Environment and Sustainability
Family & Home
Affluence & Luxury
Health and Wellbeing
Localism
Values & Attitudes
Media Usage
Aspirations
Leisure Behaviours
Shopping
nVision | Perspectives on the changing consumer
Proprietary Quantitative Research
Original online research exclusive to
subscribers.
5 waves per year in the UK
2 waves per year 24 markets globally
Other proprietary research
Trend spotters in 60 global markets
Additional qualitative research
nVoys: expert panels
Third party resources
Access to a wide variety of third party
reputable data sources to expand our
research reach.
Sources & Methodology
Established
Trends
Individual
data charts
Forecasts
Special
analyses
Consultancy
hours
Stimulus!
Brand
manifestation
database
Beyond
2020
reports
Category
reports
Emerging
trends
nVision
Regularly published content
Levels of sports
participation2
The sport of tomorrow
Sport participation
Source: Taking Part Survey, Department for Culture, Media and Sport/nVision | Base: 9,188 face-to-face respondents aged 16+, England, 2012
% who have done sport/physical activity (excluding utility cycling) in the last 4 weeks | 2012
0%
20%
40%
60%
80%
100%
To
tal
Ma
le
Fe
ma
le
16
-24
25
-44
45
-64
65
-74
75+
2009 201236%
of adults participate in
moderate intensity sport
at least once a week
Household expenditure on recreational services
Source: Consumer Trends, National Statistics/nVision | Base: UK, 2013
£0
£1,000
£2,000
£3,000
£4,000
£5,000
£6,000
£7,000
£8,000
19
97
19
98
19
99
20
00
20
01
20
02
20
03
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
20
13
Current Constant
In millions, at current and constant* prices | Data for 2013 based on Q1 and Q2
E-commerce, clothes or sports goods
Source: Eurostat Survey on ICT Usage/nVision | Base: All individuals aged 16-74, UK, 2012
0%
20%
40%
60%
80%
100%
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
Observed
Forecast
% who have ordered clothes or sports goods online in the
past 12 months | May 2013 nVision forecast based on latest
available data
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 high-
street 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.
Children’s views on sport and exercise
Source: nVision Research | Base: 1,018 online respondents aged 7-15, GB, 2012
“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
42%54%
35%
55%
23%
0%
20%
40%
60%
80%
100%
Total Boys 7-11 Boys 12-15 Girls 7-11 Girls 12-15
Not at allimportant to do tobe healthy
Not veryimportant to dothis to be healthy
Quite importantto do this to behealthy
Very important todo this to behealthy
Consumer trends
impacting on future
sports participation
3
The sport of tomorrow
Many trends have potential impacts on future participation in sport
Many trends have potential impacts on future participation in sport, continued
PlaynVision 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.
Play: some of the evidence
Source: nVision Research | Base: 1,000 – 5,000 online respondents aged 16+, GB, 2012
35%Own a handheld game
device
23%Use gaming apps at least
once a month
$1 million Revenue from Angry birds
each month
% who have a games console in
their home2012: 57%
Those interested in a device which alerted them at the instant the online price of a product they wanted had decreased
16-24s: 78%
2012: 69%
16-24s: 84%
% who play computer/video games at least once a week
0%
20%
40%
60%
80%
100%
Total 16-24 25-34 35-44 45-54 55-64 65-74
2010 2011
Play: trend in action
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.
May 2012 saw Wagon Wheels launching a
digital treasure hunt as part of its alien-themed
“The Truth is in There” campaign.
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.
March 2012 saw Tesco launching its first
Facebook game - styled as Delivery
Dash.
PlayImplications 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
PerformativeLeisurenVision 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.
59%
“I like it when people acknowledge my
posts/photos/comments on social networking
sites”
Women 63%
25-34 67%
16-24 75%
Performative Leisure: some of the evidence
0% 20% 40% 60% 80%100%
Holidays I've been on
Places I've been to(e.g. restaurants,concerts, sporting…
Films/music I haverecently
watched/listened to
My day-to-day life
Clothes I have bought
Withfriends
Withfamily
Withcontactson socialnetworks
“Please tell us which types of information you
like to share details about”
Source: nVision Research | Base: 2,000 online respondents aged 16+, GB, 2012
Performative Leisure: trend in action
Mexican football team los Jaguares de Chiapas
SocialcamSquawka
WalibiConnect
22
PerformativeLeisureImplications 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
The Quantified SelfnVision UK Key Trend
Smart technology is empowering
consumers to collect and interpret real-
time 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...
Quantified Self: some of the evidence
Sources: see notes page
% online individuals using
personal health tracking apps
2010: 4%
2012: 7%
16-24s: 13%
Interest in an app
that allows you to
track the number
of calories/
nutritional value of
the food you eat
27%
16-24s:
42%
“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 57%Calorie/fat intake 54%Calories burnt while exercising 47%
Quantified Self: trend in action
Nike’s Hyperdunk+ iD Basketball Shoe
Under Armour’s E39 shirt
26
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?
The Quantified SelfImplications for sport
27
Perfection of the BodynVision 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.
.thng
0%
20%
40%
60%
To
tal
Ma
le
Fe
ma
le
16
-24
25-3
4
35
-44
45
-54
55
-64
65+
AB
C1
C2
DE
2010 2012
Source: nVision Research | Base: 1000-2000 online respondents aged 16+, GB, 2012
“I would rather
look good than
feel good”
Total: 9%
16-24s:21%
Perfection of the body: some of the evidence
“I feel under pressure to look as good as I can”
“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%
.thng
Perfection of the body: the trend in actionNeuro Drinks: Claiming to aid sleep/sexual performance/weight loss/concentration levels
BuildMyBod:Plastic surgery app calculates the cost of your perfect body
30
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.
Perfection of the BodyImplications for sport
Some open questions to think about
4
The sport of tomorrow
New Materials will revolutionise our lives (and sport)
Graphene – the new wonder material
Cooling technologies
Wearable
technology
3D printing
Thermal-vision technology
.thng: an ever more connected ”internet of things”
Source: Cisco 2012 The Internet of Things
2003 2010 2015 2020
500 million
connected
devices
6.3 billion people 7.6 billion
people
50 billion
connected devices
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.
The Power of Novelty
Short attention spans are endemic for today’s easily distracted, grass-is-always-
greener and hard to motivate wannabe sports participant
Bartitsu
is an eclectic martial art and self-defence
method originally developed in England during
the years 1898–1902. Although dormant
throughout most of the 20th century, bartitsu has
been experiencing a revival since 2002,
especially since the Guy Richie Sherlock
Holmes films.
Battle Badminton
takes social badminton to the next level,
letting users find new players (aged 18+) to
play and issue and accept challenges to
‘battle’ it out for pride on court in singles or
doubles matches.
http://www.badmintonengland.co.uk/show_news.asp?section=13§ionTitle=News&itemid=5702#.UoDFh9BFCM8
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
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
The sport of tomorrow
Future consumer trends impacting sports participation
Nick Chiarelli, Key Account Director [email protected] | 0203 008 5747 @nickchiarelli
Futurefoundation.net | 0203 008 4889 @futurethoughts