Market Segmentation - Children
How the sport sector can influence motivations and behaviours children have towards sport and physical activity.
The Market Segmentation Study provides key insights outlining how the sport sector can influence motivations and behaviours children have towards sport and physical activity. These include:
- Providing sport delivery that focuses on fun and enjoyment rather than competition.
- Providing products and services that are inclusive; promote equal treatment and focus on fun and participation regardless of skill level and ability.
- Providing a variety of pricing packages and different types of membership that allow for flexibility of attendance and time commitment.
- Identifying the potential for growth opportunities with regards to sport club membership by understanding the needs of different segments and the products they may be attracted to.
Children Segments
The study identified six consumer segments among the Australian children’s population (aged five to 13 years):
- Current club member segments - Social Loyalists, Sport Driven and Apathetic Clubbers
- Non-club member segments - Thrifty Enthusiasts, Ponderers and Sport Resistant
Social Loyalist
Social Loyalists are the most active of the segments in sport and nearly 1 in 2 consider sport to be a main hobby or interest.
Sport Driven
The Sport Driven are highly active and do organised physical activity within sport clubs but also through other recreational clubs, school and courses.
Apathetic Clubbers
The Apathetic Clubbers are generally active, with most viewing their participation as both sport and recreation, or simply exercise.
Thrifty Enthusiasts
Thrifty Enthusiasts are active and participate in physical activity and sport very frequently (5 times a week).
Ponderers
Ponderers are almost as active as other children but participate less in organised activities.
Sport Resistant
The Sport Resistant are less physically active than other children and only 1 in 4 do sport.
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.
