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
Loyalist
Loyalists are four times as likely to consider sport to be a main interest / hobby in their life.
Socially Engaged
Socially Engaged are highly active in both recreational and competitive sports, taking part in a wide range of activities.
Sport Driven
Sport Driven are highly active in both sport and recreational physical activity.
Apathetic Clubbers
Apathetic Clubbers, though indifferent to sports, are highly active and take part in both organised and individual activities.
Sidelined Sportsters
The Sidelined Sportsters is a physically active group – doing physical activity over 2 times a week.
Club Wary
Club Wary stay active recreationally but prefer gyms or social clubs over sport clubs.
Ponderers
Ponderers are moderately active, mainly in recreational pursuits, with around one in four joining organised activities.
Self-focused
The Self Focused are engaged with physical activity and exercise, undertaking it 2 times a week.
Sport Indifferent
The Sport Indifferent rarely engage in physical activity, and when they do, it is usually recreational and solo.
Sport Atheists
For Sport Atheists physical activity is limited, no more than once a week and typically walking or swimming by themselves.
Market Segmentation for Sport Participation:
- Overview
- Market Segmentation - Adults
- Market Segmentation - Children
- Market Segmentation - Parents
- Market Segmentation - Volunteers
General enquiries
Any questions or requests for further information about the Market Segmentation can be directed to Australian Sports Commission Insights team- asc_research@ausport.gov.au.
