Ipsos In Record-breaking UK Sports Survey

15 August 2005

Market researcher Ipsos UK is to carry out the biggest ever telephone survey in England.

The company's Public Affairs unit has been commissioned by Sport England (the channel through which the UK government delivers its sporting objectives) to determine how many people take part in sport and physical activity, what they do and where they do it.

The Active People survey will contact one in every 20 households in England, and 350,000 twenty-minute interviews will be completed.

The purpose of the exercise, which begins in October, is to ensure the sports body's "investment in sporting facilities has the maximum impact and that all groups in our society are able to benefit from that investment".

Sport England has been charged by the Blair administration to get people off their couches and reduce obesity levels.

Preliminary findings will be available in February 2006, followed by the full results in November next year.

Data sourced from MrWeb.com (UK); additional content by WARC staff