Our market segments
Our market segmentation provides those working in community
sport an insight into the sporting behaviours and the barriers and
motivations to taking part amongst our existing participants and
those we wish to engage in a more active lifestyle.
The segments can be explored through the following
methods:
New for the 2010 data refresh is an interactive web tool.
Create maps, charts and tables to analyse the segments at different
geographic levels. Using this site you can answer questions such
as:
- What is the dominant segment in my local
authority area?
- Which segment lives within the catchment of
my sports centre?
- Which segments are more likely to play my
sport’
- Were are people located who would like to
play sport to lose weight?
The pen
portraits are a great way to familiarise yourself with the
characteristics of each of the nineteen segments, they should be
viewed as the starting point to investigating the segments in
further detail.
The individual pen portrait pdf documents are accessible by
clicking on the profile link next to the segment thumbnail
images.
The index tables provide more comprehensive detail on the
characteristics of the nineteen segments and should be consulted
when you require more detail than is shown in the pen
portraits.
The index tables are collated within a single Excel workbook and
are available for download from the Sports Market Segmentation web
tool, see the Raw Data
tab. The index tables present segment
characteristics either as a percentage of the population or as
a score relative to the population average. See the
Introduction Sheet within the Excel workbook for more details.
Our 'quick guides' for
both National Governing Bodies (NGB) for Sport and Local
Authorities/County Sports Partnerships will help to get you up
and running with these main outputs. Download or print a copy
for easy reference on the two page guides.
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