StreetGames (with Platypus Research) · 2023
This report by Platypus Research on behalf of StreetGames segments young people aged 11–24 from lower-income households in Great Britain according to their attitudes, motivations, emotions and barriers relating to sport and physical activity. Seven distinct segments are identified, ranging from those held back by low confidence to enthusiastic competitors, with each profile described in detail to guide targeted interventions. Key findings include that one in three of these young people feel limited control over their lives, two in five have felt discriminated against in sporting contexts, and cost is the most commonly cited practical barrier — though psychological barriers such as anxiety and self-consciousness are especially significant for girls and neurodivergent young people. The segments are intended as a practical tool for StreetGames and partners to design more effective, targeted programmes to increase participation.