Convenience is king

• Convenience is a key trend across most industries and is unlikely to go away.
• People have come to expect access around-the clock and on-the go, wherever and whenever they want. If they are getting it from one industry or sector, they tend to have the same expectation of other industries or sectors.
• Speed and accessibility are an essential factor to reach consumers. Millennials especially have experienced almost anything a click away.​
• Adults are experiencing greater time fragmentation and this can impact those around them such as their children.
• The rise of dual-income families has reduced leisure time and increased transport barriers for children.
• An example of convenience plays out in the media industry, with on-demand TV viewing services growing sharply in popularity with the convenience of where and for how long, e.g. Netflix.
• Even before COVID lockdowns, top-end restaurant-quality food is now being delivered to consumers’ front door.
• We also see that individualised sport and fitness products are often the preferred mode, so for example people can go or a run when the opportunity arises, follow a challenge set out on an app, track it digitally and share it with friends.

What this could mean for sport?

• Consider what changes could be made to products and offerings to suit target markets schedules eg a short sport-fit programs for mums while their children are at training.
• Consider if and how your sport could be ‘individualised’ and made more flexible.
• Consider how children’s sport could be convenient for dual-income families and deliver after school products at the school.