Where to from here?
Building on the study
In addition to the Study for adults, research was undertaken to develop a Market Segmentation Model for Australian children. The Children’s Market Segmentation Segment Profiles and Report is expected to be available for dissemination in May 2013. The ASC will also be adding Australians with disability to this Market Segmentation Study to explore and identify their specific needs, motivations and barriers to sports participation. These findings should be available in late-2013.
Recently the ASC has commissioned research to identify the core set of attitudes, motivators, needs and barriers that underpin Australians’ decisions to volunteer in sport (including at club level and other types of sports-related volunteering) and other voluntary activities. This information will be used to develop a needs-based market segmentation model of Australian sports volunteers, and assist sports in their development of effective strategies to retain and attract new sports volunteers. It is anticipated that these findings will be available in late 2013.
Over the next 12 months a series of activation projects will be undertaken with a small number of sports to highlight how the market segmentation research can be utilised to inform product offerings. The lessons learned and examples of how these sports have changed their product offering(s) will be made available to the sport sector. The ASC is also working with individual sports to see how the market segmentation research might influence their current participation strategies.
Accessing further information and resources
To obtain a detailed profile for each adult segment and a copy of the full Market Segmentation Report for adults contact:
National Sport Research
Australian Sports Commission
PO Box 176
Belconnen, ACT 2616
t +61 2 62141111
e research
