27% increase in British adults keeping fit by running, new data from BMRB Sport reveals
The latest data from BMRB Sport reveals an increase of 27% in the number of adults who run regularly. Today, 2.8 million British adults run on a regular basis compared to 2003 when the figure was 2.2 million. However, the most dramatic increase is amongst the over 65 age group where there has been a 77% increase over the same period.
In terms of who these regular runners are, almost two-thirds of them are male and they are most likely to be aged 15-34. Geographically, they are more likely to live in the Greater London and West Midland regions. Attitudinally they are more likely to be health conscious, fashionable and concerned with their personal image.
James Smythe, head of BMRB Sport: “Running appeals to people across a broad range of ages for different reasons; for the young, it seems to be a lot about body image, with runners also spending a lot on clothes and cosmetics. For older runners it’s part of the quality of life, and goes hand-in-hand with buying good quality food and broad cultural interests”
Editors’ notes
The BMRB Sport data is from the GB TGI. The GB TGI survey is based on a sample size of c.25,000 interviews across GB per annum. The questionnaire is placed with selected respondents at the end of BMRB’s Omnibus survey. BMRB is one of the largest market research agencies in the UK and is a key operating company within the KMR Group. For more, visit www.bmrb.co.uk. KMR is a division of the Millward Brown Group, part of Kantar, the information, insight and consultancy arm of WPP. For more, visit www.kmr-group.com
Contact
For further information
Russell Budden, BMRB TGI, Tel: 020 4498 4094
