Sources of Information about Sport and Physical Activity

Based on the 2024 Physical Activity and Sport Survey, by Leger in collaboration with the Canadian Fitness and Lifestyle Research Institute (CFLRI), Canadians’ most frequently reported sources of information regarding physical activity, sport and recreation were the internet (via websites, 37%), local facilities/organizations (22%), and YouTube (22%). Table 1 outlines commonly cited sources used by Canadians to obtain information about physical activity, sport and recreation.

Men and women differed in where they sought out information on physical activity, sport and recreation.

When asked to indicate where they go to find information about physical activity, sport and recreation to help increase their activity levels, men and women varied in their preferences for sources of information. Table 1 further describes these gender differences in sources of information.

Where Canadians obtained information about physical activity, sport and recreation varied by age. Young Canadians were more likely to seek out information online through various social media platforms.

Generally speaking, a higher percentage of young adults aged 18 to 24 years said they obtained information about sport and physical activity from YouTube, Instagram and other online or mobile apps compared to older adults. Adults aged 18 to 24 were also more likely than those aged 45 to 64 to say they obtained information from other social media platforms such as TikTok, ‘X’ (the social media platform formerly known as Twitter), LinkedIn and Reddit. On the contrary, adults between the ages of 45 to 64 were most likely to say they sought out information on the internet through websites. Adults aged 45 years and older were also most likely to say they obtained information about sport and physical activity from a local facility or organization. Compared to adults aged 25 to 44 years, a greater percentage of adults aged 65 years and older indicated they obtained information from friends or family, and magazines. Adults aged 65 years and older were most likely to have cited newspapers as a preferred source of information.

Preferences for sources of information about physical activity, sport and recreation was associated with various socio-economic characteristics, specifically, education level and household income.

This survey found that university educated adults were most likely report the use of websites, YouTube, Instagram, print media (i.e., newspaper) and other social media platforms such as ‘X’, LinkedIn and Reddit, when searching for information regarding physical activity, sport or recreation. Similarly, adults with a university education were also more likely than those with a high school education to cite online or mobile apps as their source of information. On the other hand, a higher percentage of adults with a high school education said they obtained information from the television compared to those with a college education, yet they were less likely than individuals with a post-secondary education to have cited local facilities or organizations, as sources of information.

There were few differences with regards to preferred sources of information by household income. A higher percentage of adults living in the highest income households (>$100,000 per year) reported using websites or Instagram, yet they were relatively less likely than individuals from lower income households to cite the television as a source of physical activity, sport or recreation information.

The types of resources used by Canadians to obtain information on how to be active was associated with abilities and whether or not they participate in sport.

A higher percentage of Canadians living with a disability cited local facilities or organizations and streaming services as preferred resources for information compared to those who did not report a disability, yet were less likely, however, to say they used Instagram to obtain this information.

Sport participants were more likely than non-participants to use YouTube, television, Instagram, newspaper, radio, online and mobile apps, and platforms such as ‘X’, LinkedIn and Reddit as information sources. On the other hand, relatively more individuals who did not participate in sport said they sought information through websites.

Where Canadians live (i.e., location of residence, community size or region) influenced how they sought out information regarding physical activity, sport and recreation.

Canadians living in rural communities were least likely to have cited YouTube, Instagram and other social media platforms such as ‘X’, LinkedIn and Reddit as sources of information on sport, physical activity, and recreation. Similarly, a lower percentage of adults living rurally said they received information from the television compared to adults from urban communities. Conversely, more adults living rurally or in suburban communities said they sought out information from a local facility or organization compared to adults living in urban environments.

Adults living in the largest communities (100,000 residents or more) were most likely to report using websites, YouTube, and Instagram to obtain information to help increase their participation in physical activity, sport or recreation. Similarly, more adults from the largest communities (100,000 residents or more) said they sought out information on TikTok or other social media platforms like ‘X’, LinkedIn and Reddit compared to adults from the smaller communities (10,000 to 99,999 residents). Those living in the largest communities, however, were least likely to say they obtained information from Facebook.

Regional differences were noted with respect to which sources adults used for obtaining information about physical activity, sport and recreation. Generally speaking, residents in Quebec were less likely than the national average to report using most resources. Table 2 further describes regional differences in relation to sources of information.

Location of birth was associated with the types of resources used to obtain information about physical activity, sport and recreation among Canadian adults.

Individuals who were born elsewhere differed slightly from individuals who were born in Canada with respect to where they acquired information on physical activity, sport and recreation; specifically, fewer said they obtained information from websites or from local facilities/organizations compared to adults born in Canada. Individuals who were born elsewhere were, however, more likely than adults born in Canada to say they used YouTube, television, or Instagram to obtain information on physical activity, sport and recreation.

When considering length of time living in Canada, fewer adults who lived in the country for over 15 years said they used YouTube or Instagram as preferred sources of information compared to adults who lived in Canada for less than ten years; they were also less likely than those who lived in Canada for one to four years to have used Facebook and online or mobile apps. Compared to individuals who reporting living in the country between one and four years, those who have lived in the country for over 15 years were more likely to have said they obtained information from local facilities or organizations.