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UK Insights

Quarter of young people say London 2012 inspired them to be more active

Ralph Risk

Marketing Director

Leisure 05.08.2016 / 17:00

Person swimming

Polling on the legacy of the London Olympics

With the 2016 Olympics underway in Rio, many Brits are reflecting back on our Olympics in the summer of 2012. The London games had a strong emphasis on legacy, even before they had begun. Two key components of the original bid to the IOC were: to make the UK a world-leading sporting nation and to inspire a generation of young people.

Four years on, our Lightspeed GMI, polled 4,349 Brits to find out just how inspirational the games were. We asked ‘Did the London 2012 Olympics inspire you to lead a more active lifestyle’.



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Overall, 18% of British adults say they’ve been inspired, versus 64% who say they weren’t and 18% who say they didn’t watch the 2012 games. But when we look at young people the figures are more promising: 24% of people aged 18-24 and 26% of people aged 25-34 years old say the London Olympics inspired them to lead a more active lifestyle.

Unsurprisingly, considering that the games were hosted in London, people in the South are more likely to have been inspired (21%), than those in the Midlands (16%) and North (16%). With men slightly more inspired to lead a more active lifestyle (19%) than women (17%).

Of course, our question only asked people whether they feel the 2012 Olympics inspired them to lead a more active lifestyle, and didn’t measure whether they actually have. And whether we’ve become a world-leading sporting nation, we shall have to see in Rio.

Source : Lightspeed

Editor's Notes

This online poll was conducted by Kantar's Lightspeed GMI on 5th August 2016 and completed by 4,349 people.

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