The purpose of this article is to explore the determining factors of household expenditures on sports participation. Due to a relatively large amount of zero-expenditures, simple regression methods are not suited. Because of methodological reasons, the two-step Heckman approach is used over the Tobit approach and the Double Hurdle approach. The participation decision (spend money or not) is influenced by sports participation of the parents, family income, education, sports club membership, and sports frequency. Determining factors of the intensity decision (amount of money that is spent on sports participation) are family income, sports participation of parents during their youth, sports club membership, sports frequency, age of youngest child, and household size. Moreover, the results indicate that a two-stage approach is needed because it gives a more in-depth insight in the household spending behavior. For example, higher educated households more often spend money on sports participation. However, this research demonstrates that once higher educated households have decided to spend money on sports participation, the amount of money spent does not differ from lower educated households.
Given the recent economic crisis and the risen poverty rates, sports managers need to get insight in the effect of income and other socio-economic determinants on the household time and money that is spent on sports participation. By means of a Tobit regression, this study analyses the magnitude of the income effect for the thirteen most practiced sports by households in Flanders (the Dutch speaking part of Belgium), which are soccer, swimming, dance, cycling, running, fitness, tennis, horse riding, winter sports, martial arts, volleyball, walking and basketball. The results demonstrate that income has a positive effect on both time and money expenditure on sports participation, although differences are found between the 13 sports activities. For example, the effect of income on time and money expenditure is relatively high for sports activities like running and winter sports, while it is lower for other sports such as fitness, horse riding, walking and swimming. Commercial enterprises can use the results of this study to identify which sports to focus on, and how they will organise their segmentation process. For government, the results demonstrate which barriers prevent people from taking part in specific sports activities, based upon which they should evaluate their policy decisions.
Individual and unorganized sports with a health-related focus, such as recreational running, have grown extensively in the last decade. Consistent with this development, there has been an exponential increase in the availability and use of electronic monitoring devices such as smartphone applications (apps) and sports watches. These electronic devices could provide support and monitoring for unorganized runners, who have no access to professional trainers and coaches. The purpose of this paper is to gain insight into the characteristics of event runners who use running-related apps and sports watches. This knowledge is useful from research, design, and marketing perspectives to adequately address unorganized runners’ needs, and to support them in healthy and sustainable running through personalized technology. Data used in this study are drawn from the standardized online Eindhoven Running Survey 2014 (ERS14). In total, 2,172 participants in the Half Marathon Eindhoven 2014 completed the questionnaire (a response rate of 40.0%). Binary logistic regressions were used to analyze the impact of socio-demographic variables, running-related variables, and psychographic characteristics on the use of running-related apps and sports watches. Next, consumer profiles were identified. The results indicate that the use of monitoring devices is affected by socio-demographics as well as sports-related and psychographic variables, and this relationship depends on the type of monitoring device. Therefore, distinctive consumer profiles have been developed to provide a tool for designers and manufacturers of electronic running-related devices to better target (unorganized) runners’ needs through personalized and differentiated approaches. Apps are more likely to be used by younger, less experienced and involved runners. Hence, apps have the potential to target this group of novice, less trained, and unorganized runners. In contrast, sports watches are more likely to be used by a different group of runners, older and more experienced runners with higher involvement. Although apps and sports watches may potentially promote and stimulate sports participation, these electronic devices do require a more differentiated approach to target specific needs of runners. Considerable efforts in terms of personalization and tailoring have to be made to develop the full potential of these electronic devices as drivers for healthy and sustainable sports participation.
