Market Segmentation - Adults
Identifying ten consumer segments among the Australian adult population.
The Market Segmentation Study provides key insights regarding how participation in sport among the Australian adult population (aged 14-65) is affected by:
- Sport delivery that focuses on competition rather than fun and enjoyment.
- A lack of flexibility around the scheduling of sport in traditional sporting clubs.
- Organising individuals and teams according to talent rather than retaining friendship groups.
- Limited opportunities for people with limited sports competency to join sporting clubs.
- Self-consciousness amongst adolescents and embarrassment because of their lack of sporting ability.
Adult Segments
Market segmentation identifies ten consumer segments among the Australian adult population:
- Current club member segments - Loyalists, Socially Engaged, Sport Driven and Apathetic Clubbers
- Non-club member segments - Sidelined Sportsters, Club Wary, Ponderers, Self-focused, Sport Indifferent and Sport Atheists
Current club member segments
Loyalist
Loyalists are four times as likely to consider sport to be a main interest / hobby in their life.
Sport Driven
Sport Driven are highly active in both sport and recreational physical activity.
Downloads
- 14066_ASC_Market_Segmentation_Adults_FA_WEB.pdf
- ASC_Adult_Segmentation_Slides_FINAL_10.04.2013.pdf
- 14066_NSR_infographics_Adults_Web_FA_Revised_Loyalists.pdf
- 14066_NSR_infographics_Adults_Web_FA_Revised_Sport_Indifferent.pdf
- 14066_NSR_infographics_Adults_Web_FA_Revised_Sport_Driven.pdf
- 14066_NSR_infographics_Adults_Web_FA_Revised_Self_Focused.pdf
- 14066_NSR_infographics_Adults_Web_FA_Revised_Club_Wary.pdf
- 14066_NSR_infographics_Adults_Web_FA_Revised_Sport_Atheists.pdf
- 14066_NSR_infographics_Adults_Web_FA_Revised_Socially_Engaged.pdf
- 14066_NSR_infographics_Adults_Web_FA_Revised_Ponderers.pdf
- 14066_NSR_infographics_Adults_Web_FA_Revised_Sidelined_Sportsters.pdf
- 14066_NSR_infographics_Adults_Web_FA_Revised_Apathetic_Clubbers.pdf
- CALD_Summary_Final.pdf
- Market Segmentation - Sport Participation Podcast, opens in a new tab - Sports Community, Episode 40
Non-club member segments
14066_NSR_infographics_Adults_Web_FA_Revised_Self_Focused.pdf
14066_NSR_infographics_Adults_Web_FA_Revised_Club_Wary.pdf
14066_NSR_infographics_Adults_Web_FA_Revised_Socially_Engaged.pdf
14066_NSR_infographics_Adults_Web_FA_Revised_Sport_Indifferent.pdf
14066_NSR_infographics_Adults_Web_FA_Revised_Sport_Atheists.pdf
14066_NSR_infographics_Adults_Web_FA_Revised_Ponderers.pdf
14066_NSR_infographics_Adults_Web_FA_Revised_Sidelined_Sportsters.pdf
14066_NSR_infographics_Adults_Web_FA_Revised_Apathetic_Clubbers.pdf
Market Segmentation for Sport Participation:
Overview Market Segmentation - Adults Market Segmentation - Children Market Segmentation - Parents Market Segmentation - Volunteers Case studies
