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Market Segmentation

The Australian Sports Commission has launched Market Segmentation for Parents research.

This research explores parents' attitudes and behaviours towards sport and sport clubs.

It gives a better understanding of the decision making process that parents go through when selecting sporting activities or involvement in sport clubs for their children. In reality, the decision to play sport is influenced by both the parent and child by varying degrees, and this study helps to unpack how this is played out.

This research will help organisations refine strategies to recruit and retain children in sport and sport clubs and ensure our sporting landscape remains strong.

Find out more information.

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Did you know?

Gold Coast 2018 is the 5th Commonwealth Games to be hosted by Australia.

Quick numbers

11.6 million Australian adults participate in sport or physical activity three or more times per week.
3.2 million Australian children participate in organised sport or physical activity outside of school.
$10 billion is spent annually by Australians on fees for participation in sport or physical activity.
17 million Australian adults participate in a sport or physical activity every year.
650 thousand Australians either coach, teach or instruct sport.