Adults
Adults 35 to 54 years life stage
The adult life stage consists of two cohorts:
- 35 to 44 years
- 45 to 54 years
Adults 35 to 44 years
This life stage is often a very busy one, whether it is due to work pressures, busy social lives or caring for young children. Consider how your sport can adapt its products for this market.
Life-stages-snapshot_35-44-years.pdf
Insights to help attract and retain participants
Active 35-44 year olds
The active cohort in this life stage considers being active every day important.
They are choosing three different activities in a combination of sport and physical activity, to ensure they are being active every day. Social interaction becomes less critical at this age, compared to appealing/appropriate facilities and ease of use. They want to be active, but it has to be quick and easy. Individual pursuits are becoming more popular at this life stage.
1.2 million people
35% of 35-44 year olds
8 Average number of sessions per week
3 Average number of different activities
Characteristics
- Like feeling good about themselves
- Want to be good role models and to promote the principles of a healthy and active lifestyle to their children
- Value facilities and ease of use over social interaction
- Move away from team based sport and towards walking, gym, running, swimming, cycling
- Consider their daily or weekly physical activity routine to be critical.
It is critical that sports (team and individual) ensure they have a way of staying connected with these lifelong participants as their needs change.
Insights to help retain participants and keep people active
Insufficiently active 35-44 year olds
Having younger children in the household leads to lower activity levels and activity on half the days per week.
This group are less competitive than their 'active' counterparts, so their drive to be active is lower and trends towards participating in only physical activity. Some members of this group have long been insufficiently active and may be starting to become self-conscious about being physically active in public.
1.9 million people
56% of 35-44 year olds
2.5 Average number of sessions per week
2.1 Average number of different activities
Characteristics
- Not overly competitive
- Self-conscious being physically active in public
- Cost and other commitments are factors in their sport and physical activity choices
- Say they will increase their activity when their children are older and they have more time
- Less likely to have a weekly physical activity routine.
Sports that can connect and inspire and provide a sport experience that isn't too competitive and is delivered at a suitable time of day/week will be more likely to succeed.
Insights to help acquire and retain participants and get people more active
Inactive 35-44 year olds
Inactive populations are not playing sport or staying physically active. Their interest in getting more active is low or they identify significant barriers to getting active.
In this life stage, inactivity is more common for people with disability, people of Indigenous or Torres Strait Islander origin and people who speak a language other than English at home.
322,000 people
9% of 35-44 year olds
Characteristics
- Say they are inactive due to lack of time and other commitments
- Sometimes have prohibitive injuries, conditions or disabilities that stop them being active
- Feel inadequate or unable to fit in
- Lack the motivation to be active
- Do not identify with sport
- Less likely to see the benefits of physical activity
- Tend to have low household income.
Insights to help understand the barriers to participation for inactive people
Adults 45 to 54 years
While career and family are still a significant focus in this life stage, it becomes increasingly important to prioritise health. This is an opportunity for sports to promote the benefits of sport.
Life-stages-snapshot_45-54-years.pdf
Insights to help attract and retain participants
Active 45-54 year olds
This active cohort is still significantly exceeding the recommended guidelines.
As their children get older, it becomes easier to fit in even more activity. Individual sport and physical activity pursuits are still popular, with physical activity more prevalent.
1.3 million people
39% of 45-54 year olds
8.1 Average number of sessions per week
2.8 Average number of different activities
Characteristics
- Like feeling good about themselves
- Want to be good role models and to promote the principles of a healthy and active lifestyle to their children
- Value facilities and ease of use over social interaction
- Consider their daily or weekly physical activity routine to be critical.
Similar to the previous life stage, sports that can find a way to engage and connect on a flexible and individual level are more likely to succeed in attracting and retaining this cohort.
Insights to help retain participants and keep people active
Insufficiently active 45-54 year olds
This group is not committed to being active every day.
They are more consumed by other factors, such as family and career. Cost is a factor and lower income households are at risk of dropping their activity levels further.
1.6 million people
51% of 45-54 year olds
2.6 Average number of sessions per week
2 Average number of different activities
Characteristics
- Not overly competitive
- Self-conscious being physically active in public
- Cost and other commitments are factors in their sport and physical activity choices
- Less likely to have a weekly physical activity routine.
- Strong resistance to being committed to set times and a routine
- Want to be able to change plans without guilt
- Feel embarrassed by exercising in public (mostly women).
Insights to help acquire and retain participants and get people more active
Inactive 45-54 year olds
Inactive populations are not playing sport or staying physically active. Their interest in getting more active is low or they identify significant barriers to getting active.
In this life stage, people with disability are twice as likely to be an inactive as people who don’t have a disability.
311,000 people
10% of 45-54 year olds
Characteristics
- Often have a disability or injury or have health related reasons to not participate
- Feel embarrassed by exercising in public, mostly women
- Find gyms and clubs intimidating
- Say they are inactive due to lack of time and other commitments.
Insights to help understand the barriers to participation for inactive people
The life stages resource uses 2019 data from AusPlay; the Australian sport and physical activity participation survey.