Insufficiently active 18-24 year olds

Insufficiently active 18-24 year olds are more likely to stick to either sport or physical activity.

They are developing other interests, which they feel are more important than being active every day. They are capable of doing more, but are choosing not to. Sport and physical activity are less likely to be part of their daily or weekly routine.

1.03 million people54% of 18-24 year olds

2.5 Average number of sessions per week

2 Average number of different activities

Characteristics

• Claimed that time and money were their two biggest barriers
• Admitted their true barrier was a lack of motivation
• Said the sport offer didn’t meet their needs i.e. unclear pathways, not offered at the right time and focused on performance
• Less free time and too busy when they start a family.

Making participation fun and easy promoting the health benefits could increase the motivation of this group to prioritise sport and make it part of their routine. They often refer to being too busy to be active, but an experience that delivers on what they need can make them re-evaluate its importance.