Community Segments
Levels of interest, enjoyment and activity in sport and physical activity.
In 2024/25, the overall pattern was similar to previous years. However, the proportion of Sport lovers increased slightly, returning to the program average after falling in 2023/24 from a peak in 2022/23. The proportion of those who are Not Interested has decreased significantly to 11%.
Five community segments are identified based on interest, enjoyment and activity levels.
Definition of community segments
- Sports lovers - Have the highest interest in and enjoyment of both competitive sport and physical activity, and are the most active.
- Sports participants - Quite active, highly interested in casual sport and physical activity, and as interested in participating in competitive sport as they are in watching it.
- Spectators - More interested in watching competitive sport than in competing themselves, and relatively less active than most.
- Casual participants - Also quite active, but much more interested in physical activity than they are in competitive sport.
- Not interested - Least active, and least interested in any type of sport or physical activity.
Sports lovers - 31% - 2023/24: 30% - 2022/23: 33% - 2021/22: 31% - 2020/21: 31% - 2019/20: 29%
Sports participants - 26% - 2023/24: 25% - 2022/23: 25% - 2021/22: 26% - 2020/21: 25% - 2019/20: 27%
Spectators - 17% - 2023/24: 18% - 2022/23: 17% - 2021/22: 16% - 2020/21: 17% - 2019/20: 16%
Casual participants - 15% - 2023/24: 14% - 2022/23: 14% - 2021/22: 16% - 2020/21: 15% - 2019/20: 16%
Not interested - 11% - 2023/24: 13% - 2022/23: 12% - 2021/22: 10% - 2020/21: 12% - 2019/20: 11%
