Adults segment profile - Sport Indifferent

Non-club member segment with low potential for acquisition

The Sport Indifferent do not take part in a lot of physical activity and when they do it is more likely for recreational purposes and by themselves. Like other less active segments this is reflected in the types of activities which are limited in range, often low impact, can be done alone and without the need for organisation. They prefer reading, watching TV, surfing the internet and socialising with family.

• This is one of the larger segments to be found in the population, consisting of 1 in 5 Australians. They are relatively typical of the population at large, with some skew to lower income earners.
• The Sport Indifferent are generally less engaged not only in sport but also in other physical activities, and where they do engage, more likely to be sedentary or passive.
• They are indifferent rather than negative towards sport and sport clubs and don’t see much benefit for them. As such, sport plays a very limited role in their lives.

Acquiring the Sport Indifferent

They often have had experience of sport clubs when they were younger and show a mild degree of interest in getting back involved.

That said, their general lack of enthusiasm for sport and sport clubs would make them a relatively time-consuming and expensive group to engage.

Communication