Market segmentation

Why do some people play sport? And why do some simply not want to join in. Sport England has developed nineteen sporting segments to help us understand the nations’ attitudes to sport and motivations for doing it (or not).

We can use this knowledge to help us influence people and persuade more to take part.  It is part of our drive to get one million people doing more sport by 2012.

Each segment can be explored at different geographic levels. It is possible to find out what people's sporting habits are in a particular street, community, local authority or region.

For example – Leanne is a Supportive Single.

She is the least active segment amongst 18-25 year olds. We know that she is likely to be single, living in private/council rented accommodation and is very likely to have children.  We now also know what motivates her, what brands she aspires to, how we can overcome things that stop her taking part in sport and how to get her involved in sports she likes - such as the gym and keep-fit. From this we can work out which sporting interventions are likely to be more successful for Leanne.

This research builds on the results of Sport England’s Active People Survey, the Department of Culture, Media and Sport's Taking Part survey and the Mosaic tool from Experian. It will inform our Strategy and Business Plan 2008-2011 and help us invest our money into areas that will have the greatest impact.

About market segmentation

What is it, how did we develop the segments and find out how can it be used.

The 19 segments

Find out about the 19 segments.

Case studies

How other sports organisations have used the information to promote sport.

Geographic breakdowns

How to profile the segments at different geographic levels

Segmentation and under-represented groups

Find out how women, lower social groups, black and minority ethnic groups and those with a limiting disability are incorporated within the sporting segments.

Although segmentation is extremely powerful it is still only one tool, it must be used sensibly and interpreted in the context of other relevant information about a locality and the people living in it.