Segmentation is used by businesses to help them sell more. They use the data to help them decide how to package their products or services, for example who to target, what advertising channels to use and what messsages to send out. It helps them work out how to find more of the type of the people who buy what they sell already and to find new ways of targeting groups of people who don't.
This market research tells us:
- What specific sports people take part in
- Why people do sport
- Whether they want to do sport
- What stops them doing more sport
Additionally, the segments provide information on what newspapers people read, where they shop, whether they have families or live alone and what they do in their free time and so on.
Top statistics
The segment or group that is the most active is called Ben - or Competitive Male Urbanites – with 40% participating in 3x30 mins of activity per week.
The segment that takes part in the least amount of sport is Elsie and Arnold – or Retirement Home Singles – with 5% participating in 3x30mins of activity per week.
The results show there is a sharp decrease in activity as people get older.
The impact of social deprivation is significant too, with those in low social economic bracket doing much less than those in medium or high social economic bracket.
Applying market segmentation in your area of work: practical ways to use the segments
Click here to view a practical guide to using the sporting segments in decision-making, investment and delivery. This guide outlines how to interpret the segmentation information and the different ways in which it can be used including; project development and evaluation; facility planning; and membership profiling.
We will be adding more advice, ideas and guidance soon - with case studies showing how segmentation data has been used to promote sport successfully; and communication plans that explain how to target different segments.
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