• Exploring the Segments
• Where to from here?

Key characteristics of this segment

Less than one in 10 Australians are Socially Engaged. They are more likely to be males and with higher incomes in white collar jobs. The Socially Engaged are physically active and enjoy all aspects of sport but most of all the social aspect. They prefer to play sport with others and although they aren’t averse to competition - it’s more to do with challenging themselves while having fun. Sport gives them a sense of self achievement in a fun environment.

This is a very valuable segment as they are highly engaged with sport and clubs. The focus for this segment is on stretching and retaining membership. Promoting new or other sports / activities could also provide higher involvement given their social nature. This group can also be considered as influencers to attract new members. Additionally, membership or trial offers could be used to reward the Socially Engaged or encourage referrals. While the social aspects of clubs are important, the competition element should not be diminished.

Competition is an integral part of why they play sport and the context within which enjoyment and friendship sits. Along with Loyalists they form the core of club members. This segment starts to wane as they reach the 25-40 years age group when social, work and family commitments reach a peak. There is obvious risk of losing these members as other commitments increase.  It is imperative to keep this segment engaged as they have the potential to be more involved and be advocates for clubs.

What types of products, messages and tone would appeal to this segment?

What to talk to them about?

• Rewards for membership  / referrals / bring a friend
• New sports / activities
• Other ways to get involved to support the club as commitments change
• Flexible pricing / membership to retain membership if commitments / life-stage changes

What to say?

• Camaraderie – get together for friends / others in your favourite sports
• Promote social aspects but in the context of competitive sport
• Be part of something that lets you be active with friends
  

How to say it?

• Challenging but fun tone
  

How big is this segment?

This segment makes up 7% of Australians aged 14-65 years old (1,052,618 people)