Swimming is officially Australia's number one sport
New research from Roy Morgan finds that swimming is the number one sport in Australia, in terms of participation rates. Data shows that over six million Australians have swum either regularly or occasionally over the last three months, beating jogging, cycling, golf and tennis to the top spot.
The research was aligned to the upcoming Commonwealth Games being held on Queensland’s Gold Coast, but these are encouraging numbers for the pool industry.
Research being what it is, participants have been grouped by demographic, psychographic and behavioural traits, with the bulk coming from three groups as classified by Roy Morgan’s Helix Personas segmentation tool. It found that swimmers are most likely to fall into one of the following categories:
- Metrotechs — Young, single, well-educated, inner-city professionals with high incomes, typically renting apartments. Cultured, connected, clued-in and cashed up.
- Aussie Achievers — Closest to the average Australian, these young, educated, outer suburban families are working full-time to pay off their expensive separate house.
- Leading Lifestyles — High-income families that typically own their own home in the inner suburbs.
Of the 6,025,000 regular or occasional swimmers, 3.45 million were women and 2.58 million were men.
Of the 249 Australian drowning deaths recorded last year, 33 were in swimming pools.
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