Wednesday, November 19, 2014

Who are the British sailors?

Who are the people who are interested in sailing in the UK?

Thanks to a recently released dataset from market research group YouGov we can get an idea. It has a profiles tool that allows you to query who has identified that they are interested in sailing.

From a sample size of 2633 respondents who said they were sailing fans: we learn that they:

  • Are old. Yup, largest demographic was the over 60. That's pretty depressing, but on the plus side the least uninterested of the rest were the youngsters 18-24
  • Typically male. That might explain while Buff is still single, though there are those (me, his mum etc) who think the reasons are deeper
  • Are mostly right wing southerners who are work in professions like mining, agriculture or architecture. That all puzzles me a bit to be honest. Maybe they're including gin-palaces in this category? Note London is pretty low down the list, under Northern Scotland
  • Enjoy ballet and dance...... ok... suggestions please?
  • Favourite sports are skiing and swimming. I'm assuming that's after sailing
  • Are adaptable, inventive leaders who are also demanding, strong-willed and confrontational (which explains a lot of the argy-bargy around the marks)
  • Like the music of Cliff Richard ..... WHO ARE YOU PEOPLE????
  • Top Facebook page is RNLI. Phew, something I actually understand!
  • Likes to read society rag The Tatler..... er....
So all in all a baffling response.

But you can also do this the other way round. If, for example, you have a look at who watches Channel 4 News (and you all should, its brilliant), the favourite sport of viewers is sailing.

So come on C4 News, give us a regular sailing news slot!


Damian said...

Brilliant post. I spat out my tea at the Cliff Richard bit, so thanks for that.

Also, I really don't think we should be publicising these results as I can't see how anyone is going to look at that demographic and think "that sounds like my kind of scene".

Unless there is a huge, untapped market of pottery-making, ballet dancing Gillian McKeith fans out there.

Tillerman said...

Cliff RIchard????

On the other hand...

We're all going on a summer holiday
No more working for a week or two
Fun and laughter on our summer holiday
No more worries for me or you
For a week or two

We're going where the sun shines brightly
We're going where the sea is blue
We've seen it in the movies
Now let's see if it's true

Hmmm. Might make a good theme song for Minorca Sailing!

JP said...

Thanks. I wonder if the answer to the whole Cliff Richard mystery is that there's a whole range of people who are into sailing so its hard to categorise us exactly. However as most are older there's a bias towards music of that generation hence...

Which does raise an interesting question: do you think Sir Robin Knox-Johnston CBE likes Sir Cliff OBE?

JP said...

Ah-ha! According to the same site Cliff Richard fans are male, over 60 and live on the south coast. That might be a clue.

Kayakers are younger and female. I really ought to get back out on the river some time.

Its a great resource. I've always wondered who watches certain shows (eg reality TV) and now I can find out!

Tillerman said...

I need to go and buy a kayak.

Tillerman said...

I also discovered that all these old geezer Cliff RIchard fans read the Daily Mail and vote UKIP.

JP said...

There you go: knew there was a good reason I didn't like Cliff Richard.

Its a fascinating site but also should be taken with a pinch of salt. I like both Editors (audience right wing) and British Sea Power (audience left wing) so how useful is the actual data?

Tillerman said...

And on the other hand, runners tend to be left wing, read the Guardian and watch Family Guy.

JP said...

Another reason to read the ft - favourite sport of FT readers is sailing.