Sport England market segmentation provides those working in community sport an insight into the sporting behaviours and the barriers and motivations to taking part amongst our existing participants and those we wish to engage in a more active lifestyle.
Sport England and its appointed consultants, Experian Business Strategies, worked together to analyse data on the English population (18+), producing 19 market segments with distinct sporting behaviours and attitudes. This includes information on specific sports people take part in as well as why people do sport, whether they want to do sport and the barriers to doing more sport. In addition, the segments provide information on media consumption and communication channels, social capital, health indicators including obesity and engagement in the wider cultural sphere.
A Technical Report and 'Frequently Asked Questions' have been published, which outline how the segments were developed and answer key questions you may have. More info.
The power of these sporting segments lies not only in their ability to help us better understand the characteristics of our potential market but also to explore the market base at differing geographic levels. It is possible to analyse the market in a particular street, community, local authority or regions.
For an introductory guide to Sport England's segmentation and an overview of the 19 segments, click on the links below.
An introduction to Sport England market segmentation
An overview of the 19 segments
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