New Insight

The Coronavirus pandemic and more recently, the cost-of-living crisis, have impacted strongly on young people’s lives, the communities they live in and their ability to be active. That’s why StreetGames, in partnership with Platypus Research, have undertaken a major research study to capture the views and opinions of 1,000 young people from lower-income households. 

This new research amplifies the voices of 1,000 young people and shares key data about their concerns, priorities, role models and inspirations, as well as looking at how young people spend their spare time and their sporting habits, motivations, barriers and associated emotions. 

What we heard…


worry about their mental health, with many others mentioning feeling lonely / isolated


have felt discriminated against when doing sport in the past


said the cost of living had negatively affected how much they take part in sport/physical activities


said their top concern was ‘mine and my family’s finances’ / the cost of living

Seven Youth Segments

Young People’s feedback has also been used to create seven youth segments, which help to better understand the motivators, barriers, and associated emotions that young people experience in relation to sport – from those who play sport to release stress to those who would love to do more, but anxiety and self-confidence holds them back. Learn more about the seven youth segments here.

1. I’d love to, but can’t (a lack of confidence stops me)

This group want to be active, but anxiety, feeling self-conscious and not feeling good enough stops them from taking part, but they do appreciate the broad range of benefits sport and exercise.

2. Like what sport does for me

This group REALLY enjoy sport/getting active: for them, sport is sociable, fun, good for them and it gets their endorphins going! Sport makes them feel great and they get a lot out of doing it.

3. It’s not for me… sport is boring, I prefer other things

This group aren’t convinced sport/ exercise is for them. They see sport as boring and get their enjoyment from other things. The only reason they can see for taking part is to be sociable & have fun / have a laugh.

4. Sport is a laugh, let's not get serious

For this group sport provides a chance to have a laugh with friends, release stress and relieve boredom. They don’t take life too seriously. Sometimes this group can’t be bothered or don’t have the time, energy or company which means they can be less active than other sporty groups.

5. It’s for me…results matter

This group are confident when it comes to sport but sport is about more than just enjoyment for them. They put pressure on themselves to achieve goals and improve performance so they can get frustrated. This group may have experienced discrimination which can affect how they feel about sport.

6. Keep calm and let off steam

This group need that sense of release that sport brings to bring them calm and peace of mind. They associate getting active with letting off steam/releasing stress and escaping worries. Sometimes it can be difficult for this group to keep up with a sport as their mental health, lack of time and cost can get in the way.

7. I’m all about looking/feeling good but things get in the way

This group do sport and exercise to look good and feel good about themselves. It gives them energy but they need to prioritise other things like their education right now, which means they struggle to have the time to do sport/exercise and can also struggle with being able to afford it.

7 Youth Segments – Activation Offers

Based on feedback from young people and the Youth Segments insight, we have collated a range of sport/physical activity ‘offers’ which provide illustrative examples of the types of ‘offers’ that might appeal to each of the seven segments. These activity offers include examples from StreetGames initiatives and wider organisations in the sports sector. The list is by no means exhaustive, but is designed to provide a selection of examples which might be useful when exploring activation ideas with young people. It is also important to remember that it is not just about ‘what’ activity is provided, but also the ‘style’ in which it is delivered; for some of the segments, particularly those which are ‘reluctant’ (Segment 1 & Segment 3), this will require a supportive approach and investment in time and resource ‘pre-engagement’ to help build relationships and confidence before they will contemplate taking part in sport/physical activity.

Youth Voice Quiz

One of the ways that StreetGames is helping community organisations and partners to activate the findings locally is via the use of our Youth Segmentation Quiz. The quiz, which was created by Platypus Research, has taken three ‘golden questions’ from the 1,000 Young Voices research survey which through pre-calculated algorithms determines which of the 7 segments a young person or groups of young people are most likely to align with. The ‘golden questions’ capture information about the young person’s main motivations/reasons for taking part in sport and physical activity, barriers to taking part, and emotions felt when taking part, and is quick and easy to use.

The quiz can be used via a QR code, survey link or Excel sheet. If you are interested in using the quiz, please contact

Read more

1,000 reasons to put sport front and centre

Read StreetGames' CEO Mark Lawrie's blog post about the 1,000 Young Voices research.

StreetGames chief warns of health time bomb as cost-of-living crisis worsens inequality in youth sport

Read the press release about the 1,000 Young Voices research.

1,000 Young Voices: Enhancing Sport in Wales with New Insights

StreetGames' National Director for Wales, Claire Lane, discusses the 1,000 Young Voices findings in the context of the health and wellbeing landscape in Wales.

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