Trends that impact sport participation
Trends are important patterns of social, economic or environmental activity that result in a change of behaviour. Sports must adapt to the changing environment to ensure they remain relevant, achieve growth and provide participation experiences that are aligned to the wants and needs of participants.
Being informed of the current trends in sport participation is critical for participation planning and product design, because:
- Current analysis means up-to-date knowledge of the operating environment
- New thinking can be generated from outside the sport sector
- It develops a framework that includes the barriers and drivers to address
- A case for change can be created for the sport and stakeholders
New technologies: Technology is having a major influence on how spectators, participants and home-viewers observe, engage and consume sport.
eSports: eSports is a significant contributor to the sport sector with approximately one-fifth of the world actively playing video games at a value of $194m.
Sport to get fit: Consumers are increasingly engaging in modified sport products designed to get fit whilst participation rates in traditional organised sports have declined.
Less time more options: Consumers have less time to spend on sport and recreation yet have a greater range of options and opportunities to participate in.
Adapted offerings: Sports are being challenged to capture the interest and involvement of diverse audience with many developing and modifying products to meet new consumer needs.
Share economy: Consumers are becoming less attached to the ownership of goods, and are more frequently renting or sharing services through peer-to-peer platforms.
Virtual is reality: Consumers are increasingly moving online to connect, deliver and access services, obtain information, perform transactions, and work.
Experiences and personalisation: Consumers are increasingly seeking experiences over products with an expectation for these experiences to meet individual needs and wants.
Convenience is king: Consumers expect instant gratification through the rise of on-demand services built upon speed and accessibility.
Lifestyle and community: Consumers want to be a part of something and are attracted to products that define them and their lifestyle or community.
Holistic health: Consumers are increasingly seeking out healthier lifestyles with a focus on measuring and maintaining optimal physical and mental health.