INDUSTRY RESEARCH
CHANGING
SOCIETY
DAVID MINTON
THE LEISURE DATABASE COMPANY
The structure of society is changing – but what does this mean for operators?
S
ociety is changing at a more rapid pace than ever fi gure 1). There will also be a greater number of under-16s and
before, driven in part by a growing population which, family formers in the 25- to 35-year-old bracket – around a
according to a report from global information services 15 per cent growth. This latter age band is the dominant age
company Experian, will shift future demographics. group of current fi tness members, as shown by The Leisure
In 10 years’ time, there will be 3 million more people aged Database Company’s National Audit of Fitness Consumers.
55 and over than there are today – a 17 per cent increase (see Lifestages are changing too. Parenting and post-parenting
stages are shifting to older age groups, while the point at
fi gure 1 age structure of UK population (2009 – 2019) which we consider ourselves in old age – but where good
1000
health can still be enjoyed – is shifting to unprecedented
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levels, perhaps even 80 years old by 2019 (see fi gure 2).
800
700
DIVERSIFYING MARKET
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For operators, a larger population means more potential
s
a
n
d
s
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customers. However, this comes hand-in-hand with
t
hou
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greater diversity, meaning that an understanding of the key
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segments, and of how society is changing, is imperative.
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Take one group as an example: post retirement-age
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people. Over the last 10 years, the number of men in
0
employment over the age of 65 grew from 8 per cent to
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 12.5 per cent, while for women the growth was from 7
age in years
to 10 per cent. This trend will continue, with government
2009 2019 backing, whichever political party serves next. Older people
© 2009 Experian Limited. All rights reserved are not a homogenous group, however. There are vast
Source: Government Actuary’s Department l Experian Future Foundation/nVision economic and social differences in this sector, and these
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