What is Active Lives?
Leading research company IPSOS-MORI carry out the Active Lives Survey. It measures the number of people aged 16 and over who take part in sport and physical activity by demographic group, where people live and activity type.
Active Lives will also be able to measure some of the Key Performance Indicators (KPI) identified for the sector in the Government's strategy Sporting Future and provide a much more nuanced understanding of behaviour.
A survey has been designed to be as flexible as possible to support a wide range of measures:
- Overall engagement with Sport and Physical Activity (KPI 1)
- Inactivity (KPI 2)
- Spectating (KPI 9)
- Volunteering information will be available at the next data point (KPIs 7 and 8)