Customer Insight Physical Activity in Barnsley research undertaken

Customer Insight Physical Activity in Barnsley research undertaken by Quaestor April 2009

Order Of Presentation Objectives Approach and Sample Context and Key Themes Levels of Physical Activity Motivations and Barriers To Exercise Facilities in Barnsley Attitudes and Behaviour Towards Walking Attitudes Towards Walking Groups Review Of Current Communications Profiling Summary & Way Forward

Objectives Overall Business Objectives • To help develop a social marketing intervention that will ultimately increase levels of physical activity, specifically walking, undertaken by Barnsley residents • To support Fit for the Future and the annual walking festival and co-ordinator in promoting active, sustainable travel across the borough Specific Research Objectives • Explore the target audience’s lifestyle, mindset and behaviour • Assess attitudes towards physical activity and walking in particular • Evaluate current physical activity habits and key influences on behaviour • Understand key motivators and barriers to people participating in physical activity, specifically walking • Critique current walking campaign material including Barnsley walking festival leaflets/ flyers to identify appeal and key takeouts from each • Identify appropriate messages that could be used to encourage and facilitate higher participation in physical activity/walking • Focus on four, high prevalence, Sport England market segmentation profiles: Kev; Paula; Brenda; Terry

Approach Stage 1 Secondary Research • Desk research to collate and resource existing knowledge • Word report produced Stage 2 Qualitative Research Stage 2 Quantitative Research • 6 X 1. 5 hr creative discussion groups looking at attitudes as well as motivators and barriers to undertaking physical activity • 10 X 1 hr depth interviews looking at understanding and experiencing first hand environmental barriers to physical activity • This debrief covers stage 2 of the research X 15 minute CATI interviews, providing validation of key qualitative findings Further Qualitative Research • 213 • Providing a benchmark on which to measure any future attitude or behavioural changes • 4 X 1. 5 hr discussion groups looking at interventions developed

Qualitative Sample – Groups & Depths 6 x 1. 5 hour Group Discussions Kev Paula Kev and Paula Terry Brenda Terry & Brenda 10 x 1 hour Depth interviews Kev Terry Brenda Paula Kev & Paula • All not achieving 5 x 30 minutes of physical activity a week • Make the majority of their journeys up to one mile by car • Fieldwork conducted w/c 16 th and 23 rd March Kev Terry Brenda Paula Terry & Brenda

Sport England Profiles Brenda Aged 46 -55 Marital status – Married/ single Occupation – Low skilled worker May have children Sports that appeal to Brenda – are swimming, aerobics, dance exercise, utility walking Reads magazines such as Bella, Best Kev Aged 36 -45 Marital status – married/ single Occupation – skilled manual worker May have children Sports that appeal to Kevin – football, karate, weight training, darts Reads Tabloid papers like The News of the World and magazines such as Nuts, Autotrader, Front Paula Aged 26 -35 Marital status – single Occupation – Job seeker or part time low skilled worker Sports that appeal to Paula – swimming, aerobics, ice skating, utility walking Reads magazines such as Bella, Best, Chat, OK! Terry Aged 56 -65 Marital status – married/ single Occupation – job seeker or low skilled manual worker e. g. builder Sports that appeal to Terry are low intensity sports – e. g. darts, pool and snooker Reads Tabloid papers like The Sun, The Daily Star and Racing Post

Quantitative Sample Postcode areas: S 35, S 36, S 63, S 70, S 71, S 72, S 73, S 74, S 75 Marital Status Gender • Female • Male 46 Age • 18 -34 29 • 25 -54 37 • 55+ 35 • Average years SEG • ABC 1 41 • C 2 DE 53 Base All (213); D 1, 2, 3, 5 54 % • Single 13 • Married 61 • Living with someone 12 • Widowed/Separated/Divorced 12 Children in Household 45 • Yes 34 • No 66 Working Status • Working 60 • Not working 40

Media Consumption Radio listened to Newspapers read % ( 18 -54) ( 55+) ( 18 -34) Denotes significant difference at 95% level • Consumption of local media is high in the Barnsley area through both newspapers and local radio, suggesting that local advertising of campaigns is key in driving awareness • Local papers The Chronicle and Independent are the most read newspapers amongst our sample, with 85% of people reading some form of local newspaper • Local radio stations Dearne and Hallam are the most popular amongst our sample with significantly more listening to local versus national radio

Context And Key Themes

No Perceived Need For Activity Perceived average health “ There’s nothing wrong with me, I haven’t had a sick day in years No perceived need to Low prioritisation of activity carry out more physical activity Negativity towards Government guidelines Misperception of own activity levels Unclear definition of activity • Qualitatively, the majority didn’t think about their health. For those that did, it was reactive to personal circumstances. As a consequence the majority felt that they were in average health • In addition many felt that they had good intentions with regards to exercise and a feeling that they ‘ought to do more’ • We go on to explore the other factors in more detail… “ Good intentions

Family a Priority Kids health & Family life “ “ I still seem to spend half my time running around after my children and their children, even though they have moved out! Work & Relaxing Priority scale Own healt h “ “ It’s my kids I worry about, they’re always in their room playing on the computer • The importance of family for this close knit community is crucial • Key implication when trying to engage people in more activity is making the activity accessible for all the family • Qualitatively, for many, activity is only achievable and realistic if whole family involved (due to time, babysitting and other commitments) • In addition, it is apparent that for many their own health is less of a priority, many with a reactive rather than proactive approach to health

‘Them vs Us’ Mentality Strong negativity towards health guidance/advice due to negative stigmas and stereotypes stemming from; • Bombarding of various/conflicting health messages Government/NHS ‘them’ “ Barnsley residents ‘us’ If you didn’t eat everything you were told not to you wouldn’t eat anything! “ • A feeling that they are far removed from ‘real life’ “ • Common feeling of not knowing what guidelines to believe resulting in negativity towards any guidelines • Communication from those in authority to local Barnsley people is having a limited impact because there is a feeling that they are ‘out of touch’ with the real world and ‘don’t have a clue about Barnsley’ “ It’s all the fat cats in their suits sat in an office in London deciding what we should do, they don’t know Barnsley

Recommended Amount Of Physical Activity • • Department of Health Guidelines - Adults should accumulate / build up at least 30 minutes of moderate activity on most days of the week (five or more) For weight loss and/or the prevention of obesity, a key risk factor for coronary heart disease and Type 2 diabetes, it is likely that many people will need to take 45 -60 minutes of moderate intensity physical activity every day Q. Thinking about moderate physical activity. How many times a week do you think someone needs to be physically active to stay healthy? % ( 18 -54) ( 55+) Denotes significant difference at 95% level • Nearly half of the sample believe moderate activity for 4 times a week is recommended. The majority of these believe that 3 x a week is the norm • This illustrates the need for education of actual recommended levels

What is Exercise? Sweaty Energetic Effort Hard Work Draining Tiring Feel the burn Endurance • Strong feeling qualitatively that exercise is only something where they exert themselves • Therefore for many walking is not classed as exercise

Levels of Physical Activity

What Activities are People Doing? Which of the following physical activities have you done in the last week? % ( females, physically active ) ( 18 -54, also doing heavy gardening) ( physically active ) ( 55+ ) ( 18 -34, physically active ) Base: all respondents Denotes significant difference at 95% level

Walking For Leisure - Current Behaviour % walking for leisure 49% % walking for leisure 5 x a week 16% % walking for leisure 5 x 30 minutes a week 12% % walking for leisure 5 x 30 minutes a week, getting out of breath 5% on

Walking For A Purpose - Current Behaviour % walking for purpose 52% % walking for purpose 5 x a week 32 % % walking for purpose 5 x 30 minutes a week 15% % walking for purpose 5 x 30 minutes a week, getting out of breath 2% on • Frequency of walking for a purpose higher than walking for leisure • We expect these figures to go up!

Actual Physical Activity Levels Regular Vigorous - undertaking at least 3 x 20 minutes of activity per week, where they are out of breath and sweaty Regular Moderate – undertaking physical activity for 5 x 30 minutes or more per week and less than 3 x 20 mins of sweaty out of breath activity per week Irregular Moderate – undertaking physical activity for less than 5 x 30 minutes per week or who are undertaking less than 3 x 20 minutes of sweaty and out of breath activity per week. All of these are undertaking at least 1 x 20 minutes of physical activity per week Sedentary – undertaking no exercise or have undertaken it for less than the recommended levels % ( males under 35, working) 42% of the sample do not meet the 5 x 30 minutes guidelines ( over 35’s) Denotes significant difference at 95% level Base: all respondents

Perception of Fitness Levels Q. How often do you meet the recommended 5 x 30 minutes a week of moderate physical activity? Q. How physically fit would you say you are compared to other people of your age? • When looking at those who aren’t meeting the 5 x 30 minutes a week, it is interesting that • 1/3 claim that they always meet their 5 x 30 minutes a week • 57% class themselves as fit • Illustrates the need to challenge perceptions of healthy levels of activity Base: all respondents %

Reliance On Car Journeys Q. How often do you make a car journey of 1 -2 miles by car? ( 35 -54) • Illustrates heavy reliance on car for the majority Denotes significant difference at 95% level Base: all respondents %

Motivations & Barriers To Exercise

Motivations To Exercise Lose weight Going on holiday If family concerned Appearance Family Tone up General well-being The buzz Be good role model for kids Personal well-being Sleep better More energy • Health not spontaneously mentioned when asked about motivations to exercise • Reason for exercise has to be personal, advice from authority is not seen as a motivator to exercise • Routine is a motivator and barrier to exercise and while most people aren’t in a routine of doing regular physical activity it remains a barrier for most

Barriers To Exercise Lack of energy Lack of motivation Relevance/suitability • Overarching theme that many are ‘stuck in a rut’ of doing minimal activity which is acting as a barrier to doing more • Quantitatively over a third of the sample agreed that they do enough activity at work and therefore in their spare time want to relax • Lots of issues relating to suitability of exercise for ‘them’ –Age –Gender –Weight –Health/disability –Working patterns –Family lifestyle • Linked to this for some is a lack of confidence in doing something ‘unknown’ for them • Confidence • Cost and Time • • • Key barriers stated for not doing (more) physical activity Time related to fitting in activity in an already hectic lifestyle balance of work and family Quantitatively 35 -45 year olds who are physically inactive are more likely to say that they do not have time to exercise 21% of sample said that time was the biggest barrier to walking more often Females over 35 were also more likely to agree that it costs too much to be active

Local Parks Security Concern Barriers • • Security in local parks an issue for all – gangs of youths, no or limited lighting and no security Vandalism also a concern in local parks (broken swings, glass, graffiti) Many would not take children or grand children due to fear of above Perception that not enough money invested in local parks Motivators • • Lots available in area/in close proximity – however some examples of driving to the park! Low cost activity • Main concern is security of local parks • Key to address this issue in order to motivate families and residents to feel safe in these areas

Attitudes & Behaviour Walking

Current Behaviour – Walking for a Purpose Where do you walk? Base: 111 respondents Who do you walk with?

Current Behaviour – Walking for Leisure % Q. Where do you walk for leisure? • Of those walking for leisure, 1/3 rd of people walked in the local parks of Barnsley and was the most popular destination • This appreciation and use of local parks was spontaneously mentioned throughout the qualitative stage and cited as a positive element of Barnsley • Other popular places to walk for leisure include the countryside and the local area with c. ¼ of people walking for leisure using these “ “ We’ve got some of the best parks in England in Barnsley • As we’ve found in both elements of the research, those that do walk enjoy the parks and countryside, but are possibly being underused because of security and maintained issues raised earlier Base: Q 13, where do you walk for leisure? Respondents that walk for leisure 104

Attitudes Towards Walking I really enjoy walking, it is nice to get some fresh air % Disagree % Agree ( females, over 55 ) The footpaths are not safe for walking on ( over 55’s, sedentary ) I don’t have time to walk so take the car/bus/taxi ( sedentary ) ( over 55’s, physically inactive ) Walking is for older people Walking is boring Walking is pointless • Key to communicate with those who are physically inactive to challenge perceptions of walking being for older people and with regards to the safety of footpaths • In addition, vital to promote walking as a viable alternative to cars Base: all respondents Denotes significant difference at 95% level

Main Motivations To Walk More ( males ) Health and wellbeing – 73% Appearance – 15% • Opportunity to emphasise and promote mental and physical wellbeing that can be achieved through walking Base: 126 respondents Denotes significant difference at 95% level

Barriers To Walk More (16) (21) (15) ( physically inactive ) ( under 55’s ) ( physically inactive ) (4) (3) ( females ) h. Denotes significant difference at 95% level () Denotes % main barrier • Qualitatively, particularly for the women having no one to go walking with was a concern, considering safety and also enjoyment • When thinking about the local area, many stated that they were unsure where to walk and what parks and facilities were available which may be contributing to the high numbers of mentions above • Key to counteract the ‘time’ barrier by illustrating how walking can fit into day routine Base: 126 respondents

Intention To Increase Walking for a Purpose Walking for a purpose more likely to be done by females rather than males ( 68% vs 43%) Intention Lots of good intentions (particularly in the summer, walking children to school) Time is a barrier and convenience of car often cited as a barrier to walking Easily fits into daily routine Weather also cited as a barrier “ “ Reality I will definitely start walking more in the summer Some change in walking behaviour when children change school/they start work

Future Intention – Walking for a Purpose 27% of the sample would consider walking to work in the future Of those who would not consider walking to work, the main reason for not doing so was the distance travelled (61% said that work was too far) 50% of these worked over 10 miles away from home

Future Intentions • 63% of the sample state that they would like to walk more than they currently do. These are more likely to be aged 35 -54. • Positively those who are not currently meeting the guidelines are more likely to say that they wish to increase their walking • 55% of the sample have or plan to increase the amount of walking in the future. These are more likely to be aged under 55 and female, and have children at home • In terms of increasing walking levels, the main way seen to do this would be by walking more as a leisure activity (66%), followed by walking more as part of daily routine (54%). Only 7% of the sample would look to increase the amount they walk by joining a walking group • • Positive proportion of the sample wanting to increase their levels of walking • However disappointingly low numbers of respondents who would think about joining a walking group to increase their amount of activity – potential awareness issues but also an issue of negative perceptions?

Future Intentions Q. Who have you/who do you plan to increase your walking with? ( female) ( 35 -54) • Interesting to see that planned activity is more likely to take place or expect to take place with others, rather than on their own Base: 126 respondents Denotes significant difference at 95% level

Attitudes Towards Walking Groups

Attitudes Towards Walking Groups • Overall low awareness of organised walks, the only spontaneously mentioned event was the Midnight Walk (local charity walk) • 7% of respondents have been on an organised walk in Barnsley • People not undertaking 5 x 30 minutes physical activity a week are significantly less likely to have gone on an organised walk in Barnsley than those who are doing 5 x 30 minutes of physical activity “ They’re not at ideal times, I’ve got kids (Paula) “ “ I’ve not heard anything about organised walks and I’ve lived here all my life (Brenda) “ Participation & Awareness Expectations & Perceptions • Good to have someone to go walking with, however…. • Expectation that kids would be bored • Expectation that they would be at inconvenient times • Some perception that they would be for old people If I have any spare time, I spend it with my kids and they’d be bored stiff walking (Paula) “ Organised walks aren’t for me, they’re for sad ramblers (Kev) “ “ • Some feeling that they would not be fit enough “

Attitudes Towards Walking Groups “ • Of those that would not consider going on an organised walk, 33% cited ill health as the main reason for not doing so I don’t want to be told where to go, what to do and how long for (Terry) • On average, people are prepared to travel 7. 4 miles to take part in an organised walk “ Likelihood to Try • 27% of people said they would not consider travelling for an organised walk “ “ I’m not really fit enough to go on an organised walk, when I get fitter I might go then (Brenda) • Those aged 55+ are significantly less likely to consider travelling for an organised walk than those aged under 55

Profiling

Terry Name: Terry Age: 56 -65 Family Job Gender: Male Occupation: job seeker or low skilled manual worker e. g. builder Relax/ Sleep Home: Married/ Single My attitude to physical activity My attitude to walking • Feel like they do enough ‘exercise’ through work • He walks for leisure rather than purpose • Do manual jobs, often “too tired” to do physical activity • Likes the idea of walking but doesn’t go as often as would like • Routine lifestyle and walking doesn’t fit into that • Doesn’t plan when to walk, very spur of the moment • Low levels of current physical activity undertaken when probed • Prefers to walk alone, with partner – more flexibility • Physical activity undertaken: darts and walking for leisure • Walks for enjoyment rather than health benefits

Brenda Name: Brenda Age: 46 -55 Gender: Female Occupation: Low skilled worker Home: Married/ Single & may have children My attitude to physical activity My attitude to walking • Low levels of walking undertaken, not seen as physical activity • Limited activity undertaken, greater importance placed on diet • Association of weight with diet rather than physical activity • Walking for purpose and leisure • Interest shown in walking groups – liked idea behind some of themed walks • Thought it would be a good way to meet people

Kev Name: Kev Age: 36 -45 Gender: Male Occupation: skilled manual worker – e. g. plumber Home: Married/ Single & may have children My attitude to physical activity My attitude to walking • A mix of manual and non manual workers who express they are either physically or mentally exhausted after work • Can't see the point in walking for leisure – “what’s the point” • Like sports such as football, with a few playing now and again • Would like to exercise more – but not enough hours in the day • Feel like they are average health and don’t feel like they ‘should’ be doing more physical activity • Low level of interest in walking – “it’s boring” • Would drive rather than walk under 1 mile journeys if possible • “Got better/ more important things to do” • Some would consider walking groups if interested kids and wife

Paula Name: Paula Age: 26 -35 Gender: Female Occupation: Job seeker or part time low skilled worker Home: Single My attitude to physical activity • See physical activity as a way to lose weight • Any activity undertaken has to involve the children • Too busy with work, family, housework to do physical activity • In an ideal world would do more but not seen as realistic • Low level of physical activity undertaken outside of walking My attitude to walking • Many see walking as a physical activity • Any walking done would be for a purpose rather than for leisure • Many have intentions to walk their children to school and walk to work – but in reality don’t • Perception that kids not interested in walking so they wont walk

Summary & Way Forward

Summary & Way Forward • Positively those not meeting 5 x 30 minute guidelines are more likely to engage in walking than any other activity • Females are more likely to walk for a purpose (or be interested in doing so) • Only 2% of those walking for a purpose are walking for 5 x 30 minutes a day and to a moderate intensity • Only 5% of those walking for leisure are walking for 5 x 30 minutes a day and to a moderate intensity • 63% of the sample state that they would like to walk more than they currently do. These are more likely to be aged 35 -54 and these are the people that are most likely to say that they do not have enough time to exercise • One key issue will be educating people to do more, given there appears to be no/minimal perceived push/need to do exercise for many • Given that they feel that they may be doing enough in their day to day life – (certain amount of over claiming? ) • They feel healthy ‘enough’ • They are prioritising other factors above health • ‘Exercise’ is far removed from what they see themselves doing or bring able to do • Therefore there is a clear need to give them reasons and benefits to exercising - Link between walking and physical and mental health

Summary & Way Forward • Educate as to what physical activity is defined as and the intensity that it should be done to • MAKE EXERCISE ACCESSIBLE • Cost • Flexible • Location • For the family • Important to try and alleviate key barriers to exercising – cost and time. Walking ideal for doing this – its FREE and can be integrated into everyday lives • In addition, promote and deliver free activities and promotions such as Passport For Leisure and MI card • Given the importance of family and priority of children’s health a key way in encouraging this audience to be more active should be via children and involving them in activities • Potential to use family as a tool in motivations for exercising (being around to see your children/grand children grow up) • Promote the positives of exercise e. g. the social side • Key to communicate safety and work with council to look into perception and worry of park security • Potential to develop or promote local community centre classes

Summary & Way Forward • Raise awareness of what activities and events are currently available • Promote walking festival as family activity, good for all ages and abilities and accessible in terms of cost and location • Provide flexibility in terms of times and variety of activities • Consider communication of terminology of ‘walking’, which is typically perceived to be for older people and more importantly more likely to be seen this way by people are inactive • Main motivation to stress via walking should be mental wellbeing • For females potential to use weight loss message to encourage walking – at the moment only associated with diet • Raise awareness of activities and events via supermarkets, local newspapers, schools and libraries • NB. Any messages should be communicated in friendly personal manner

Appendix

Attitudes Towards Physical Activity % Disagree % Agree It is important for me to make time for physical activity I am more likely to participate in activity if it has a purpose I do enough activity at work so in my spare time I want to relax ( sedentary) I don’t have time for physical activity I find physical activity boring and/or repetitive It costs too much for me to be active Base: all respondents ( 35 -45 year olds, physically inactive ) ( female, over 35) Denotes significant difference at 95% level

For further details of this and other related customer insight reports, please contact Kirsty Waknell, Marketing Manager, NHS Barnsley, email: kirsty. waknell@barnsleypct. nhs. uk or telephone 01226 433680.